Whatever people say about the benefits of social media, most savvy marketers will tell you that email is still the most effective way to convert customers.
Here’s how to make sure you’re creating emails people will want to open.
If you’re too impatient to watch the video, here are the highlights:
Set up properly
- It’s important to have a decent mailing programme or CRM system. We recommend Mailchimp if you’re simply using email or InfusionSoft if you’re integrating different marketing systems and using a lot of automated sequences.
- Segment your list! Keep it as broad or narrow as you want as along as the content is relevant to that market.
Think about how your email will appear in people’s inbox
- Send it from a name not from a company
- Your subject line is your selling point – make it interesting and or intriguing. It’s the advert for your email.
- Use Initial Caps For Your Subject Line!
- Stick to five or six words in your subject line.
The content
- Be personal and write in first person. This is not a broadcast, it’s a personal letter.
- Avoid selling. It’s a direct route to an unsubscribe.
- Speak appropriately to your audience. For example, if they’re scientists they’ll want lots of detail, so explain everything.
- Remember – the recipients of your emails are rarely in the buying stage, so sending regular emails will increase your chances of catching them when they are in buying mode.
Strategy
- Plan your emails. Create a content marketing strategy and plan a month ahead. This way you won’t be left rushing around to get something out.
- Test and measure EVERYTHING. (Time sent, subject line, number of images, length of copy). Over time you’ll build up better open rates because you’ll know what your customers like.
So, the purpose of regular marketing emails? To build rapport and drive people back to your site. Simples.
