Ten top tips for more effective email marketing

BUSINESS : LEARNING : NETWORKING : MARKETING : SOCIAL MEDIA

TEN TOP TIPS FOR MORE EFFECTIVE EMAIL MARKETING Email marketing is one of the most effective marketing tools available to you… if you do it properly!

It’s easy! So easy everybody is doing it.

You need to be smarter, more creative and more engaging than your competitors in order to shine.

Implement these ten tips and watch your email campaigns stand out from the digital crowd.

TEN TOP TIPS FOR MORE EFFECTIVE EMAIL MARKETING

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Personalise your email subject line if you can. Companies that use this technique achieve higher than average open rates. If you can personalise the content as well you will increase your chances of engaging with your audience. Be aware though that if you are sending many email communications, which you should be, don’t personalise each one every time – vary it so it doesn’t become repetitive.

Experiment with your subject line. Try different subject lines and split test them to see which one achieves the best response. Keep it short and snappy and include numbers in some of them to see if it increases your open rate. Remember most people will only see the first 30 or so characters on their device to decide whether to open from or not.

Make you subject line engaging, provocative, intriguing and original! Your client/prospect has an inbox full of unopened emails so you need to make sure yours is the one they open. It needs to stand out and interest them more than any other. Hook them with the first few words so it jumps out from the list and forces them to open it.

Timing is important. Remember if you send your emails overnight or early in the morning it will be one of possibly hundreds sitting in your client’s/prospect’s inbox. Conversely too late in the afternoon may run the risk of being binned instantly just to clear the inbox before home time. Mid morning to mid afternoon are generally the best times.

Test different times to see which you have the best response from.

Let your client/prospect get to know you. They need to know you and your company as someone to trust and listen to – don’t just sell to them. Provide them with useful information – industry news, amusing stories, even gossip! Engage with them before you try to sell to them.

Once they trust you it will make the selling easier.

TEN TOP TIPS FOR MORE EFFECTIVE EMAIL MARKETING

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Know your market. You need to know and understand the needs, desires and concerns of your clients/prospects and make sure your emails are targeted at providing solutions to them. Become reliable – indispensable even!

Make the content personal. Use conversational and easy to digest language and always make sure you’ve answered the five W’s – Who, What, Why, When and Where. You should be able to construct your emails based on these principles. Don’t make the content too longwinded though – keep it relevant and interesting.

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Always include a call to action in the email, but not always a sales pitch! Let them know clearly what your purpose is for communicating.

Do you want them to go to an article on your website? Or fill in a data capture form in return for a free download/gift? Contact you? Tell your clients/prospects the steps they need to take and make the call to action compelling – and include a deadline.

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Get to the point quickly. Always make sure the main point of the email is in the opening few lines. Keep paragraphs short and use crossheads and bullet points to break up the type. Make it easy to scan/read quickly. In apaper or magazine most people will read the headline and captions and perhaps the first paragraph before diciding to read the whole article, it’s the same with emails!

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Try, try and try again. If your first email is not opened by everyone then try segmenting the list and send it out again with a new subject line to those who didn’t open it first time round. You can repeat this process again to the next lot who don’t open. The worst that can happen is you get a few unsubscribes – but then that means they were not your target market anyway!

it’s not about knowledge : it’s about implementation

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