Email marketing is still one of the most popular and effective methods of marketing. Free, quick and direct – but just how do you get those clicks?
Create incentive with attention-grabbing subject lines
This is the most important element of email marketing by far. The subject line is the first thing that someone will see so you need to make sure it looks good. Even if the recipient doesn’t know the sender, if the subject line is interesting, most people will probably open it. Make it short, snappy and appealing. Research shows that subject lines in 49 characters or under have a better open rate than those higher than 49.
Making it work for mobiles is crucial
We’ve all been there. You try and open an email only to get increasingly frustrated when it won’t load on your phone. But don’t let this be you! Smartphones and tablets account for over half of all emails opened so make them responsive to ensure that your email looks great, no matter where it’s read. Think of it this way – you don’t want to miss out on a deal just because your email won’t load on a prospect’s smartphone.
Automate your campaigns
Business life is busy and you’ll often find you haven’t got enough hours in the day to do everything. As with your social media marketing, email marketing must be automated. As well as ensuring that your emails are going out on time, you will also be saving time by scheduling in advance. Take it one step further and make it seem like you are thinking about your individual customer by sending annual ‘Happy Birthday’ offers and seasonal information. It also goes without saying that you need to know your target audience. Knowing this information will also mean you are aware of when is the best time to send out your emails. For example, if you are a business sending emails to another business, then during working hours is probably the best idea. However, if your aim is the consumer market, consider times when they might be relaxing on their phone – weekend mornings, late evenings?
Content is king
You may have heard this phrase before, but now is the time to take notice. Think about what the content of your email is going to be. Pull people in and remember that everyone loves something for free so give them content which is engaging, entertaining or educating. Remember, by interacting with your brand, they will feel as if they are getting something totally free.
Email marketing – where to learn more
A successful email strategy, as well as a strong website and great customer experience, form a secure basis for interactive and successful marketing.
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