5 Ways To Crush It With Email Marketing
Email has taken a backseat recently as marketers concentrate on driving engagement through social media. Yet it remains a highly effective way of reaching your target audience. Sure social media is a content marketing rock star, and brands get very excited about the potential reach of Facebook, but there are nearly twice as many email accounts.
So, log out of Twitter for a minute and reconsider email marketing. Now follow these five tips to maximise impact and make sure your content isn’t relegated to the spam folder:
Make It Stand Out
With more than 190 billion emails sent each day, you have to spend time crafting your message if it’s going to stand out from the crowd. This starts with your subject line because it’s the first part of the email your prospect will read. It’s your headline, your one shot, your make or break. So keep it short, clear and engaging.
In the lead up to the 2012 US presidential election, the Obama campaign executed an email fundraising effort that demonstrated sheer headline simplicity and brilliance. Any user who shared their email address with the campaign received an email from Barack Obama with subject lines like: “Hey”, “It’s officially over”, “Dinner?” or just plain “Wow.” Was this different? Yes. Creepy? Maybe, but it worked. The Obama campaign raised $US690 million online and most of the funds were generated from email.
The message here isn’t to send emails with one-word subject lines inviting your prospect to dinner. However, you must be prepared to think outside the box and ask what your brand can do to pique interest.
Personalise Your Message
In How to Win Friends and Influence People, Dale Carnegie writes: “A man’s name is to him the sweetest and most important sound in the English language.” We live in an age of personalisation. Your prospects are leaving contextual clues everywhere they go, digitally communicating to marketers who they are and what they want.
Personalisation is the key to effective email marketing. Ensure your content is about your prospect, not your company. Craft your content as if you’re only sending a single email to one person. Start with their name and build from there. Listen to your audience, develop a deep understanding of who they are and use the wealth of data at your fingertips.
Always Provide Value
It’s difficult to overemphasize how important this is. The communications landscape is so fragmented now, and your audience owes you nothing, so you need to earn their attention. The best way to do this is to share content that educates, entertains and makes them feel something. Is the content of your email useful? Will it help them achieve a goal or overcome a problem? Are they likely to share it with their networks? If you can answer ‘yes’ to these questions, you’ve done a great job. If not, it looks like you’ve got some work to do before hitting send.
Invite Them To Take Action
Always include a clear, logical and relevant call to action. First, consider the context. What do you want your audience to do as a result of reading your message? If they’re an existing customer, you might invite them to check out an upgrade to a product they’ve bought previously. If they’re not, maybe you want to point them to an e-book tackling one of their most important business challenges.
Get The Timing Right
Work out your optimal sending times and take advantage of them. Personalisation comes into play again here because knowing when to send an email means understanding audience behaviour. The growth in mobile means people are more likely to open emails on the move than at their desk. On average, the best times to send are just before work, after work and before bed.
Email marketing is a huge opportunity to promote your content but it also presents a significant challenge – there’s a huge potential audience but how do you stand out from the endless noise? Start by knowing who you’re talking to, always provide value, be smart with your timing and invite action. Now hit send to reap your rewards.