I am sure you are well aware of how annoying it can be when your inbox is full of ‘Spammy’ marketing emails from various companies. Let’s be honest most of these E-mails you delete before even opening them, or if they are lucky enough to attract you to open them well…. Let’s just say they end up in the trash pretty soon after. So how can you as an E-Mail marketer ensure that you grab your audience’s attention? To get the most from your audience, you have to put yourself in their shoes and write your emails with them in mind. Think about all of the emails you receive on a daily basis from companies trying to market their products or services to you. If you received a marketing email you had to sign up to receive it, which means at some point you were interested in what they had to offer. So why do you only open some emails and not them all? You’re about to find out. Here’s our top 5 tips to change the game for your email marketing campaigns.
1. Encourage Interaction
Just like social media, Email marketing can be a gateway for meaningful conversations with actual customers who’re interested in what you have to offer. So how can you encourage more interaction?
- Make Sure Your Subject Line Stands Out
Talk to your audience, make your email irresistible compared to everything else in their inbox by using personalisation and automated emails. Services such as MailChimp can help you with this.
- Let Your Personality Shine
If you’re funny be funny, if you like to educate then write in a tone that will inform your audience. The people you are targeting already like what you have to offer and by being yourself and targeting your audience using a style of writing that suits your company you are much more likely to succeed.
2. Stay Away from The Spam Folder
This may seem obvious but many still end up in the Spam folder. The CAN-SPAM act will catch you out if you target anyone who has not opted in to your emails, so be careful how you handle this.
Poor formatting, such as excessive use of capital letters or other Hyperbolic phrases can send you on a one way trip to the spam folder. For more advice on this check out MailChimp’s guide.
3. Include an Easy Way to Unsubscribe
This may seem strange; you may be thinking “Why is he telling me that when it’s hard to have people subscribe in the first place?” Well, if you allow people an easy way to opt out they will feel much less held captive and less likely to mark your email as spam. The CAN-SPAM and GDPR laws also state that this is a must for all marketing emails.
4. Ensure Your Emails Are Responsive
According to Movable Ink’s Q1 2014 US Consumer Device Preference Report 66% of all emails globally were opened on either a smartphone or a tablet. So if your emails are slow and unresponsive on these devices its likely you will lose out on a huge number of potential clicks and probably end up more often in the spam folder.
5. Provide Value
Why should anyone open your emails? What are you doing to make it worth their time? For B2C marketing this may be slightly easier, you might include discounts of offers but for B2B companies what are your doing to give your email audience value? You may want to give away a free E-Book or a Guide. Providing value through email marketing is one of the most important aspects of any successful campaign.
Conclusion
Email marketing is a fantastic tool to generate a stable income of leads for your business when done correctly. If you follow these tips you will most certainly be off to a fantastic start to optimising your email marketing campaign to generate the leads you desire.
