Are you constantly sending out emails but not getting many clicks? Email marketing can be tricky, but don't worry, we are here to help you get the most out of your email channel and turn leads into customers!
Take the blast out of emailing
Sending an email blast is a traditional email marketing method that consists of sending the same email out to your entire database (or a large segment that is not targeted). This type of mass emailing worked long ago at the beginning of email marketing. However, as customer preferences have changed, email methods have evolved. Now, your customers expect personalized, thoughtful, and helpful information. The content needs to provide value. Emailing is a way to interact with current and potential customers, build relationships, and drive repeat business. However, it needs to be done effectively or it could have the opposite effect.
Here are some key questions to ask yourself before sending an email out to your database.
Are your emails personalized?
Who are you targeting? What are their similarities and differences? What are they interested in and what are their goals? How you can improve your relationship with them? Once you have the answers to those questions, you can segment your list into similar groups. It is important that you have a database platform that can segment people into different groups or lists.
Then, customize and target your content to appeal to each group. The message you send to loyal and repeat customers shouldn't be the same message you send to prospects or your newsletter list.
Are you providing value to the reader?
Your emails aren't about you, they're about your readers. Are you offering something of value with each email – a special discount or tips and tricks on a topic that's of interest to them? After reading your email, would the recipient believe the content benefited or helped them in anyway? This is extremely important. Otherwise your readers will look at your email as spam, hurting your brand image and any future possibility of an email open.
Are your subject lines impactful?
Emails live or die by their subject lines. Recipients only give themselves a few seconds to decide whether or not to open or read an email. Create a killer subject line that addresses their wants, needs, or fears. Your headline should be concise and contain a call to action. For example, instead of a subject line that says "Jetblue gives points to frequent flyers" change it to be more direct and include a CTA "Redeem now: You're missing out on points."
A compelling, direct headline could be the difference in an email being read and one that will be deleted. A great way to test your subject lines is through A/B testing. Create two different subject lines and see which one has better results.
Are your emails easy to read?
In email marketing, less really is more. Your emails should be short and simple, easy to read, easy on the eyes with attractive graphics, and highlight key points that can be scanned. Your customers are most likely on the go and don't have a lot of time to spend reading emails. Be sure to use bold text and bullet points to make your email more digestible.
Are you using a friendly tone?
Tone is often the most important part of a conversation. Email marketing is a key channel of communication, and probably the most frequent channel, with your customers. You want them to feel like you are a friend giving a referral or helping them achieve a goal.
Every email you send is an opportunity to start or improve a relationship. Think about where you are in your relationship with your customer. Emails shouldn't always be selling something. Take more time and build your relationship first.
Need help growing your business through better email marketing? Our marketing team can help you tell your story and effectively reach potential and current customers with the right message, at the right time. Call us at 267.364.5049 or fill out our contact form today.