Many thought that email marketing would not be relevant in this day and age, but they were wrong. It is here to stay. Marketers continue to use it because it is among the most formidable marketing tools in the market, provided it is used the right way.
Naturally, there is a lot that can be done to improve its effectiveness. This article therefore examines how small and medium-sized businesses can boost the effectiveness of this tool. The following are some tips for crafting emails that read and act on.
1. Divide Your Mailing List According to Demographics
The people who subscribe to your site want to receive emails to get different things, such as news, events, or coupons. It is therefore imperative to have a strong understanding of your subscriber’s needs. One example of the demographic aspects that can define your mailing list sub groups is age.
You can have a subgroup of media people to whom you send press releases. Sending relevant emails to your customers or subscribers encourages them to open and read the emails rather than to unsubscribe.
2. Send Mobile-Friendly Emails
Emails with poor displays are typically deleted. To avoid this happening to your emails, make sure the content in your mail is not only interesting but also optimized for reading on smartphones.
Most people prefer to scroll vertically as they read content on their phone screen, so go for a single-column display. Use bold headlines and big images to ensure scanning is easy. Subject lines should be kept short. Call to action (CTA) buttons should be large enough so that they are easily tapped.
Identify and make use of email applications that let you preview your content look on various devices and email applications. Use them to make sure that your content is easy to read no matter what device your subscribers are using.
If the email service you use does not let you preview your content, then use responsive designs for your mail. More of your subscribers are likely to open your mails when you use these designs.
3. Remove All Images from Your Email Content
Many successful brands have found that emails that only have text that is linked to the business are more successful. Images certainly look attractive, but some email clients such as Outlook automatically block them, meaning most recipients see broken icons. Write very short and clear paragraphs that link to your site and tag the link so that you tell which links are being clicked and which ones aren’t.
4. Have Your Marketing or Customer Service Team Send the Mail
For a majority of email recipients, the choice of whether or not to open the email will depend on the sender. Messages from automated systems are usually ignored.
It is therefore advisable to have members of your customer service or marketing teams send the emails, and include a short explanation on how subscribers can get back to you.
5. Have a Clear and Compelling Subject Line
You make it or break it with your email subject line. To make it work, include an irresistible offer, or inform you customers about a soon to happen special event. This strategy is further enhanced when you have segmented your email based on particular buying habits of your customers.
Your Las Vegas SEO campaign can win or lose because of your subject lines. It is important that they are compelling enough to make recipients open the email, but also friendly enough not to appear too aggressive.
To begin with, make sure your subject lines are short, preferably 50 characters or less. That way your subscribers will be more inclined to open the mail. Lines above 50 characters might be truncated. Additionally, your subject line should give the sense that time is running out, without being too pushy. You can use limited-time sales or special announcements.
These subject lines are more likely to get noticed and get higher than average open rates. All the same, how effective the email will be largely depends on the content, so make sure it is good.
6. Tailor Your Email to Customer Needs
Customers and subscribers don’t like mass mails that aren’t specifically tailored to their personal needs. Personalizing your email, if done right, will steer recipients toward opening your email and visiting your site.
To begin with, include first names in the subject. In the body of the email, have a persuasive call to action based on advanced data, where possible. For example, your customers’ habits of purchase can be used to come up with calls to actions that are hard to resist.
No matter how advanced or basic it is, the more customer data you use to make your messages personalized, the more impact your email marketing campaigns will have.
Rather than sending the typical mass emails that were previously common, focus on creating tailored messages that resonate with your subscribers’ interests. Most subscribers are annoyed by irrelevant content.
7. Use Unambiguous Calls to Actions
Failing to have your strong calls to action is a common mistake in the digital marketing industry. Whether you are asking for form submissions, encouraging subscribers to contact your sales team, or directing traffic to a page, it is important that the reader knows what you want them to do in the first few seconds, lest they delete the mail.
Therefore, when creating your emails, have a friend or spouse offer you a second opinion or a fresh set of eyes. Let them give you honest feedback regarding the clarity of the calls to actions included in your email.
Having a call to action that can be clearly seen by your customers or subscribers in the first few moments of reading the email significantly increases the click-through rate.
In summary, there are a number of ways you can improve your email marketing to ensure that people who have subscribed to your mailing list read and act on the mails you send them.
David wicks is a technology and business writer and a contributor to a number of business and tech websites and blogs. He works in a marketing firm dedicated to helping small businesses connect with their customers online through Las Vegas SEO.