In a previous article, we talked about email marketing as a vital part of a multi-channel marketing strategy. Email marketing is all of those things and more—budget friendly, simple to create and automate, and trackable so results can be accurately measured. Emails are mobile friendly and reach people in real time, and email marketing campaigns can even be targeting to appeal to specific segments of your audience based on their interests and preferences.
All of these pluses make the ROI on email marketing impossible to ignore, and the inclusion of email into a comprehensive marketing strategy a no-brainer. But how do you implement email marketing in a way that maximizes your results? Here are our top five tips to help you get started:
- Make your emails personal
Making your emails personal means so much more than including the subscriber’s name. While that’s a great idea and easily accomplished within most email marketing providers, it’s just a starting point. Real personalization means sending the right information and offers at the right time to the right people. And that means knowing your audience. Base your email marketing campaigns on data-backed insights into their needs, preferences, and types of communication they are most responsive to. Within your audience, create segments so that you can send targeted emails just to people who have expressed an interest in that topic or service.
- Always include a call to action
A call to action is a statement that invites your audience to take action; common calls to action include statements like, “schedule your free consultation today,” or “click here to claim this limited time offer.” Every email sent to your audience should have one goal in mind—and just one. The call to action gives readers direction on that goal, guiding them to take the information presented in the email and do something with it. Avoid including more than one goal and call to action per email, as this can be confusing or overwhelming—when readers are faced with multiple options in an email, they often choose not to pick any of them. Instead, keep it simple, present one clear message, and give your audience one option for putting that message into action.
- Make your content relevant and scannable
Your email marketing will be more effective if you are providing quality content consistently. This will build your reputation with your audience who will be more likely to open your emails if they know from experience that you have something to say or share that is valuable to them. In addition to incorporating information that is relevant to your customers, make the emails scannable. Busy readers may not have time to pore over every word in your email, but if you include subheadings they will be able to scan the email quickly to focus on the areas that are most important to them. This will keep them engaged with your company even if they haven’t read the entire email.
- Don’t just email when you have something to sell
A major mistake that many businesses make is to only send emails when there is a sale or promotion they want to advertise. Email marketing is certainly useful for promoting special offers and sales, but if that’s all you ever use it for, people may start to tune you out. Instead, mix in content that is helpful and valuable to your audience, and that builds their trust in you as their go-to expert. If you are a wellness center, for example, include emails on topics like preventive health tips, easy-to-do exercises, and heart-healthy recipes. Engaging your audience with value rather than just sales pitches will strengthen their relationship with you, and ultimately lead to more sales and repeat sales as customers feel connected to your brand.
- Increase open rates with effective subject lines
The best-written email in the world won’t do you much good if your subscribers never open it. An engaging subject line that piques people’s interest will increase your open rate and set your audience’s expectation for an email they are eager to read. The best subject lines create a hook by giving your readers the promise that there is something valuable inside the email—some information or offer that will benefit them—without giving away what that information or offer is. This way, you are able to leverage both their interest in a topic and their curiosity to learn more.
Looking to maximize the results you get from email marketing? Give the marketing experts at RedKnight Marketing a call to learn how your business can implement a strategic and effective email marketing campaign today!