Have you ever emailed a client and received no response? Did they even attempt to open it? Or do you open it solely to delete it? Perhaps you have no idea where your campaigns are going wrong. Have no fear; we’ve got you covered with our Email Marketing Tips.
Each of us has received an email that we immediately deleted, flagged as spam, or ignored entirely. If this is occurring with your emails, you must ascertain why. Perhaps you are not capturing your audience’s attention effectively. Alternatively, perhaps your subject lines do not scream “Open me!” or your calls to action do not scream “Click me!”
As long as you avoid mindless spamming of your subscriber lists, email marketing is an incredibly effective method of communicating directly with your clients and prospects. It strengthens client relationships and continually reminds prospects to contact you. Therefore, let us discuss ways in which you can improve your efforts.
Build your subscriber list
Even if you already have a large list of client and prospect email addresses, you should never stop adding to it. Particularly given that it is not nearly as difficult as it sounds. For instance, ensure that your list is constantly growing passively by including a signup form on your website. Subscription forms should be placed on your home page, blog page, and wherever else possible without detracting from more important content.
On their home page, Digital Fire does an excellent job of collecting email subscribers, which includes a sign-up box that hovers above the page and follows users as they scroll. It’s impossible to miss (without being intrusive) and succinctly communicates the value of subscribing to their email list.
Additionally, you can build your list through more traditional methods. If you have a booth at an industry conference, encourage attendees to subscribe to your newsletter. Even if you do not close a sale during the conference, getting someone to sign up for your email list can result in a future business opportunity.
Make it personal
Whenever possible, infuse your emails with a personal touch. The majority of email clients allow you to enter shortcodes that are automatically replaced with the recipient’s name when the email is sent. Treehouse Co-Founder Ryan’s emails are always lighthearted and personal. Subject lines are unique, messages are sent “from” Ryan’s email address, and the content is customized. You’ll even receive a prompt response from Ryan himself if you respond to the mail!
Also, you can segment your messages for specific segments of your audience. If your business works with a variety of different industries, consider sending out multiple versions of your email, each of which contains information specific to that industry.
Keep your emails out of spam folders
If your carefully crafted emails are marked as spam, they will never reach their intended recipient. Begin by ensuring that your recipients have opted into your emails to avoid running afoul of any applicable regulations, such as the CAN-SPAM Act.
Additionally, avoid using all caps, excessive exclamation points, and hyperbolic phrases (“ACT NOW BEFORE TIME EXPIRES!!!!”). Inadequately formatted HTML in your emails can also have an adverse effect on how they are handled. Because each spam filter is unique, an email may pass through one but be flagged by another.
Make sure your emails look clean and crisp
While this may seem self-evident, you’d be surprised at how many people send emails that resemble amateur websites from the 1990s. If someone has opened your email as a result of an attention-grabbing subject line, you want to maintain their interest. This implies the following:
Use of concise paragraphs and emphasizing keywords and phrases that is relevant to your readers.
Include bullet points to assist readers in skimming the content and retaining key points.
Use images sparingly. Images should serve as a supplement to your message, not as a substitute for it. Certain email providers block images or regard them as a sign of spam.
Include interesting links and calls to action
The majority of email marketing campaigns is designed to increase traffic to a website, or occasionally to a specific landing page. Without clicks, there are no customers — it’s that simple. Always include visually appealing buttons with text that provide readers with multiple ways to interact (e.g., Learn more! Download Now!, and so forth).
Calls to action, in general, should be written as actions. The more exciting the action, the more enticing it will be to your audience.
Make it easy to unsubscribe
While it may appear as though you are interrupting the “conversation” by allowing clients to opt out, if a user wishes to remove their name from your lists but is unable to do so easily, they will flag emails as spam, causing you future problems.
Make emails mobile-friendly
What is the first thing you do when you awaken? Numerous individuals reach for their phone. Indeed, 66% of email opens take place on smartphones or tablets. If your emails are not optimized for these devices, you may be missing out on a significant number of clicks.
Test, test, test
Never send anything without first ensuring that it functions properly. Sending messages to employee accounts allows you to double-check that they look the way you want them to. Before finalizing your drafts, you should view them on Outlook.com, Gmail, and Yahoo, as well as a variety of mobile devices.
For more robust testing, check out Litmus, a tool that validates your email and generates screenshots in dozens of different email clients.
Ascertain that all of your links function properly and that any personalization shortcodes do not fail. Sending mass emails without double-checking the content is akin to arriving at a business meeting dressed in the dark. If something goes wrong, you will appear unprofessional.