Email marketing is a great way to nurture your relationships with your customers and reach out to new ones. But it’s important to get your message right, otherwise you might just end up annoying your recipients or putting them off.
To help you improve your emails and maximise your marketing efforts, try following these 7 tips.
1. Make the purpose of your email clear
Before you create an email, think about what you want it to do. Are you trying to get your customers to visit a certain page on your website? Or take advantage of an offer you’re running?
Whatever it is, you need this message to shine through to your readers. Feature clear call-to-actions and use strong action words to tell your customers what you want them to do and how to do it. Avoid including multiple or conflicting CTAs – these will only confuse your reader and make them unsure what to do.
2. Give your customers a reason to subscribe
It can often be difficult to persuade people to give out their email addresses, even if they’re interested in the products and services you provide. To get around this, offer customers an incentive to opt-in to your marketing emails. This could be a content offer or a discount or voucher for one of your services or products.
3. Prioritise consistency
Using a consistent format and schedule for your marketing emails is really important. This will help your customers to recognise your emails and know when to expect to hear from you. Find a template that suits your business and use it every time. You should also send emails regularly and at a similar time.
4. Be considerate
If you’re going to use email to ask your customers to do something, make it as easy for them as possible. Schedule your emails for a convenient time when they can act on the offers you make easily. If they can’t then they’re more likely to unsubscribe or stop opening your emails.
5. Don’t neglect your subject lines
When you’re writing your emails, don’t give all your attention to the main text and forget about the subject line. Your subject line will be the first part of your email that your subscribers see and needs to attract their attention and persuade them to open it.
According to research, the best subject lines are short and punchy. Be creative, include a call-to-action and avoid exceeding 40 characters.
6. Get the right tone
Try to strike the right tone when you’re writing your emails. A personal approach is usually the most successful – use the recipient’s first name and be friendly and familiar. Make sure you keep your professionalism though and be respectful.
7. Think about how your emails look
While it’s important to spend plenty of time crafting your content, don’t forget to make your emails visually appealing too. Use fonts and colours that reflect your branding and are easy to view. It’s also essential to make sure that your emails are responsive and look good on a range of screen sizes. Emails that are difficult to read or painful to look at are often irritating and won’t get you the results you’re looking for.
Consider the written content and appearance of your emails, plus the value you’re offering, and you should be well on your way to providing your customers with a great email marketing message.
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