If you’ve never run an email advertising campaign, no problem, it’s fairly easy to catch on. And once you get rolling, you’ll find it’s far more effective than most traditional marketing methods, and even other online marketing strategies.
When you start an email marketing campaign, there are some things you should keep in mind in order to generate the best results. Knowing how to go about building your email list, how to design your messages and how to generate positive action can make or break your campaigns. With that in mind, these tips will help improve the quality of your email marketing strategy.
1. Be Clear with Links
This is the biggest problem Internet marketers seem to face. It’s easy to promote a product and its benefits when you’re talking to someone in person, but it can be challenging when you’re sending emails to people you likely have never met. However, you should do your best to make sure the recipients understand exactly what service you’re offering and what they stand to gain by using it. A link to your page is crucial to making sure they see this information and can familiarize themselves with your brand and its products.
Always be sure to put relevant links inside your email copy, as well. Users will be able to get to your website easily and learn more about whatever you’re promoting. You want to ensure the links are obvious and noticeable; if you’re not clear with the links, you could find that many recipients will open your email and not even bother to check the links contained inside of it. This is one of the reasons marketers can lose money with email marketing. One good way to clarify external links is to make sure that your link text is a different color and noticeable at a glance.
2. Include a Clearly Visible “Unsubscribe” Button
This may seem like the exact opposite of what you want from recipients, but by adding this to your marketing emails, you’re saving yourself more trouble than you can imagine. We’ve all received unsolicited emails about products and services we don’t want, and no matter how hard we try, we cannot find a way to unsubscribe from the email list. This is incredibly frustrating and often results in users reporting email marketing messages as spam. That is the last thing you want people to do with your emails, so to avoid that outcome, you should make sure that they can easily unsubscribe if they’re not interested.
This small factor can do wonders for your reputation and your sender score. If you have people regularly reporting your emails as spam, you’ll have more trouble getting your emails to the people you need to reach. When you play it safe by offering a simple way to unsubscribe, you ensure that the people who are still on your mailing list are there because they want to be and not because they cannot figure out how to get away from your email.
3. Avoid Email Overload
Another big problem marketers have is putting too much content into their emails, which tends to drive people away. If you opened up a strange email with a bunch of images, or the email took a very long time to load, you would likely just trash it or send it to your spam folder.
One of the best ways to avoid this is by keeping your emails simple and to the point. You want recipients to be drawn to your message, not focusing on things like fancy graphics. When you’re adding text to your email, make sure to list basic information such as the name of your business, links to social media pages, and of course, a link to whatever it is you’re promoting.
4. Keep Your List Clean!
Every email marketer has a subscriber list, and although its tempting to add as many email addresses as you can, that’s not always a great idea. Having a massive newsletter list can only benefit you if you regularly go through it, find addresses that are dead, and clean your list so the only people receiving your messages are the ones who signed up for them. A list full of abandoned addresses or recipients who don’t want your emails can cause problems for your email marketing campaigns and hurt your business.
Always be aware of who’s on your list, and what, if any, response you‘ve gotten from them. If you do find that you have to remove people, you are doing a couple of good things: first, you’re clearing up space on your list and ensuring that only the people interested in your business are getting your marketing messages. Second, you’ll be saving yourself some money by not sending emails to dead addresses, or hurting your sender score. Finally, you will be able to gain a much better understanding of your customer base and how best to connect with it. If you’re looking through your email analytics regularly, you should begin to figure out who is giving your company business and who is not. Knowing the difference can land you hundreds of thousands of dollars in the long run.
5. Be Patient
This is the most important tip of all. People often believe that when they start email marketing campaigns, they’ll see results in hours or days. Of course, that’s not always the case. It takes hard work and dedication to run a successful email marketing campaign. You are going to have to accept the fact that you’re not just going to be a millionaire overnight. People often get discouraged if a week or two passes without much response, but this is normal.
Having patience is one thing that every successful marketer possesses. You have to be willing to learn from your mistakes and try new things. If you try something and realize it doesn’t work, and then try something new, you’ll be able to find what works best for you. You can sell anything on the web; the key is being aware of what you’re doing and how to fix any mistakes that come up along the way.
6. Check the Competition
A good way to make sure you‘re up to date with all of the latest trends in the email marketing world is to make sure that you subscribe to your favorite newsletters. You can read them and see the new techniques they’re using, and you can apply them to your marketing emails. Every company has a slightly different formula. You can try picking up newsletters from places that interest you. This will encourage you to read further into the email and learn exactly how they work. Once you have this knowledge, you can take the best parts of the email and us those methods in your marketing email.
7. Build Relationships
One of the most important things you can do to get good traffic to your website: build good relationships. Make every email personal. Would you rather get an email that looks like spam, or one that looks like it was professionally and personally written just for you? This will help you build a relationship with the recipient and perhaps drive conversions.
Here are some ways you can build a relationship with your potential customers. First, make sure you’re using first names when you write emails. That simple step personalizes the message. Next, use real world examples and problems people face every day and describe how your product is going to fix them. If people see that you can relate to them and you want to help them, they’re more likely to listen to your call–to–action and apply for, sign up, or read anything that you tell them to.
8. Use the Word “You”
Believe it or not, using the word “you” can close a sale quicker than you might think. This strategy does tie into the concept of building a relationship. When you use the word “you,” you’re making the potential customer feel like you are relating to them.
Failing on this step is one of the leading causes of lost sales—customers feeling unvalued. If you go to your favorite grocery store, you want people to talk to you and be friendly; in other words, you do not want to feel like a burden to the people who are there to do their jobs. This is how people feel when they read your indifferent emails that describe how amazing your product is without a comparison to a problem the reader is facing.
9. Watch Your Font!
Believe it or not, the way your font looks can greatly affect response. Avoid using excessive capitalization; this will make your message look sloppy and hard to read. Nobody wants to struggle to read an email when it‘s much easier to just delete it.
You should also never use strange, hard-to-read fonts, either. If the recipient is having trouble even reading sentences because of your font choice, then they are never going to invest in your product or service. You should also avoid using lots of italics or underlining, as this will take away from your message, as well.
When in doubt, keep things as simple and clean as possible.
10. Use a Catchy Subject Line
This is the final point, but it might be the most crucial of all: the subject line of your email is what will persuade recipients to open your email. If they don’t, you’ve already lost a sale. If this happens to you hundreds of times per day, your email marketing strategy is failing and you need to rethink your subject lines.
There are a couple of ways you can write better subject lines for your email. For example, try showing people who aren’t involved in the project the email headline and ask them what they think. If they didn’t find it interesting, or didn’t understand what the message was saying, you should reconsider your subject line. Some of the changes you can make include adding keywords to pique the interest of your readers. If they see something that applies to them, they’re more likely to click on your email and see what you have to say
The Big Picture
If you take your time and follow these tips, you‘ll find that your email marketing strategy will grow over time and eventually become a smashing success in terms of lead generation and sales. Using the Internet to sell your products or services can be a challenge, but if you stick with it and learn different angles, you’ll see success.