Log in for the day: 32 emails
Come back from your midmorning meeting: 17 more emails
Eat lunch: Additional 26 emails
Walk away from your desk for 5 minutes and BOOM: 52 emails just came through!
While this may be a little extravagant, the point remains, our inboxes are constantly receiving new emails. Which in response, we are quickly going through which emails to actually read and which ones to just mark as ‘read.’
Yet, email marketing remains a powerful marketing tool as, “Email continues to be the main driver of customer retention and acquisition for small and midsize businesses.”
So if email marketing has the potential to add significant value to your business, how can you develop and craft your email so it is received, opened, viewed, and acted upon by the reader?
We’ve outlined 10 tips for creating and adjusting your mailing strategy to make it more effective, time conscious, and readable.
1. The Subject Line
People judge an email by its cover, and the best way to make sure your cover engages readers is to have it stand out from the crowd. When going through their inbox, people will delete things that are not interesting or applicable to them. In order to stand out and stay out of the delete folder, creating a powerful subject line will spark genuine interest to your clients and prompt them to open the email. For example, words like “coronavirus” and “sale” will be in every subject line, so try to think about how to develop your subject line so the message resonates with and intrigues the recipient.
2. Useful Content
Once the reader has read your enticing subject line, the next step is to keep them captivated. The solution? Content that relates to their needs and desires. You know your clients and potential buyers, so ensure the content is specific to what they would find interesting. From adding educational resources, straightforward answers, or clear CTA’s, it allows the content to benefit the reader, which in return adds value to your business.
3. Keep it Personal to the Recipient
As mentioned, you need to remain personal to the client. This can come in a variety of ways such as including their name in the greeting or adding dynamic content specific to a key differentiator. In addition, you can make your emails personal by adding details about your business and your team. For example, include bios or a photo of team members or share fun company highlights when appropriate. Framing the email as a one-on-one piece, rather than an automated piece, will encourage the recipient to develop a personal connection to the brand.
4. Add Your Personality
In addition to keeping it personal to the recipient, the email, like all other marketing pieces, needs to include your company’s voice. It allows your clients to recognize your brand and prompts new recipients to learn more about your company simply by the way you craft your messaging. While it can be easy to fall into a pattern of straightforward messaging, no one is going to be interested in ‘robot talk,’ you must take the time to write out messages in the tone you want your company to be associated with.
5. Make it Interesting!
Not only should the content be useful and personal, but it should also be visually appealing and enjoyable to read! The layout of the email should flow together by balancing text and imagery. Use company graphics and branding to enhance the overall design while staying on-brand. Write catchy section titles that make the reader keep scrolling and clicking on CTAs. Whether you are sending a monthly newsletter or a new product launch, you can develop emails using creativity in order to truly engage the reader.
6. Know the Purpose
A great way to start your email is to determine the direction or purpose of the email. For example, is the email an educational piece, is it to promote your services, or is it a simply check-in touchpoint. Clearly understanding the why behind the email will guide what content needs to be included. In return, this allows you to gather the specific information, assets, and messaging before drafting the email, therefore streamlining the creation phase.
7. Keep it Concise
Nobody wants to or has time to read paragraphs of text or to scroll through endless amounts of seemingly unnecessary content. Therefore not only does your content need to follow the predetermined purpose, but it also needs to be clear and concise for the reader. For example, break the email up into small chunks of text so it is not overwhelming. The ideal email will take a very short amount of time for your reader to open, digest all of the content they need, and make a decision about how to react.
8. Mobile Friendly
Everyone has an email app on their phone, which means there is an extremely large likelihood your audience will be opening your email on their mobile device. Your email layouts need to properly display on all screens beyond just the desktop. If the recipient opens your email on their mobile device and if the content is skewed, the text is too small, or it does not load quickly enough, they will simply close the email and move onto the next.
9. Don’t Send Too Many or Too Few
First, you want to maintain a positive send status, so ensure you are not bombarding your readers with emails. Second, you still need to send enough emails to stay consistent and uphold your brand’s presence, therefore it is about finding a strategic balance between the two. Depending on your campaign objective, your industry, your recipients’ interaction history, and the purpose of your communication, the frequency can fluctuate.
If you are sending out a newsletter about deals and sales with the same information each week, engagement will be low and the open rate will decline. If you are sending abandoned shopping cart follow-ups, the frequency is dependent on the customer’s interactive pattern, therefore they may receive more emails. By sending a variety of emails with different purposes while continuing to offer value, it will develop that balance between customer engagement and a positive send status.
10. Analyze and Improve
And of course, you must analyze the performance of your email in order to learn and improve future campaigns. For example, you can test different emails to determine which styles, content, layouts, etc. perform better. By measuring and analyzing email KPIs, such as the open rate or unsubscribe rate, you can develop patterns of success or areas of improvement so you can adjust your overall strategy.