In this day and age of social media, using the term ‘email marketing’ may sound a tad old-fashioned. Yet direct marketing via email blasts continues to be the leading online marketing tool, and here’s a simple reason why – using it helps you move the dialogue from a very general level (think facebook and twitter) to a more personal one-to-one speak. As a savvy marketer knows, the chances of success in any conversation are greater when it’s personalized, rather than when a wider, shotgun approached is used.
Email marketing is also cost effective. According to the Direct Marketing Association, the ROI with email marketing is around 4,300%. And thanks to automated systems like Eloqua, Constant Contact and Aweber, your message is sent out in a click of a mouse.
But just because email marketing is so easy, it does not mean it is always effective. Those who use it correctly are few and far between. And today’s blog is a lesson in how you can join their ranks.
Here are a few pointers to ensure your emails are not only opened and read, but responded to as well:
- Know your product: Email marketing is not only about sending out emails in the form of plain text, or a newsletter. It can incorporate a wide range of strategies, including case studies, web events, news items, whitepapers, sales alerts, product announcements, and webinar introductions. Each event is unique and in creating an effective marketing strategy, you need to recognize this individuality.
- Understand your audience: There is a big difference in how you convey a one to one message (also known as sales prospecting) versus how you organize a promotional campaign. A sales letter for example, is personal and speaks to the individual at a more familiar level. You get to know the person a little bit, his habits, and buying cycles, before you send out your letter. A ‘Dear John’ salutation would not be amiss here. On the other hand, a promotional email can adopt a more general feel and need not include the personalized salutation. It is intended to convey a message to a broader audience.
- Include your essential elements: Essential elements are those components your email message must include, and they vary depending on the type of marketing email you are creating. They form the core of your message, and along with your graphics and design, can create a powerful marketing tool.
- Test your products: Before you invest into creating a huge marketing campaign, test your emails on a smaller sample size to see if they work. To create a sample that is representative of your wider audience, you can target a percentage of your list or your customer database. Before you send out a message, make sure you have permission as it is a legal requirement. Even large corporations have fallen into the ‘spam trap’, simply by forgetting the basic rule of email marketing – always get permission to include a name on your list. A test will also allow you to try out your email provider services to see they work efficiently. You can make changes at this point to ensure your emails are designed to fit into all inboxes, no matter the browser being used. Remember that today emails are accessed not only on desktops, but also via laptops, netbooks, iPhones, and mobiles. They will be read via social media vehicles like twitter, facebook, and LinkedIn as well. In a B2B setting, this holds true even more, so make sure your coding is readable no matter the viewing equipment.
- Deliver constant value: Your customers have plenty of options to select from, so why would they bother to read your emails, much less respond to them? Because of what you offer them, and the way in which you offer it. Keep your emails fresh and update them constantly with news, information, and materials that provide value to your reader. Adopt different tactics – surveys and polls – to retain interest, and listen and respond to audience feedback. When customers feel valued, they will stop to hear what you have to say.
Now that you have the essentials, it is time to build your email. For an email to work, no matter the format, there are certain must-haves which need to be incorporated:
- A bold subject line, which outlines what the email is about.
- Salutations, where necessary. If you cannot include a salutation, you may want to consider getting creative and including the recipient’s name in the body copy or subject line.
- Your company name and logo placed in a visible position, and a striking design that stands out from the rest.
- A strong introductory paragraph, where you sell the audience in the first few lines.
- A clear and simple message outlining the benefits to using your products or services.
- A call to action, which is generally in the form of links that will take the recipient to the sales page or check out page.
- Clear formatting that identifies the content for what it is – newsletter, sales announcement, sponsorship request etc.
- Social Media links, which allow the message to be tweeted, liked, shared, and commented on.
- A forward to a friend option, which is another way to share the message.
- Contact information, such as a phone number, email address or store address.
- Opt out option to let subscribers unsubscribe.
- Privacy notice to assure your customers of confidentiality in all dealings.
A few simple steps and you’ll guarantee your email marketing gets you the ROI you seek.
