When you think of email, you’re probably not thinking up-and-coming, right? But did you know that email marketing has a very strong conversion rate? In fact, email marketing has an average ROI of 3800 percent!
So, what makes email marketing so marvelous? There are many answers to this question, but I believe the answer to be the personal touch. It’s not often that we are given a platform with which we can address clients by name, and tailor content in line with their very own personal interests. For those of us in the content marketing field, it sure is a gift from the heavens.
There’s just a teeny tiny problem that we’re up against. I don’t know one person that doesn’t think they have too many emails in their inbox. So, how do we get our audience to open our emails, and… ACTUALLY READ THEM?
The answer is simpler than you think..
Wouldn’t you be extremely frustrated if a stranger called you pretending to know you, and wasted 10 minutes of your life on a meaningless phone call?
That’s what you’re doing if you’re using an ambiguous “from” email address. Let’s be upfront with our customers. No trickery or disguises. The point is not to antagonize your client base, so that they no longer want to be on your mailing list.
Further to being upfront about who you are, use a subject line that’s clear about the contents of the mail. By all means, make it intriguing; leave them wanting more, but don’t be deceptive.
I’m far more inclined to spend my time reading something that’s easy on the eye. Don’t get me wrong; the quality of your copy is important, but making it pretty doesn’t hurt one bit. In fact, it’ll help a lot.
Make your content scan-able. What do I mean by this? Most people open an email, scan the headings, and if something grabs their attention they may stick around to read the whole thing. But chances are, they’re only going to read the paragraphs that interest them. So, tell them what it’s about; you’ll be doing them a favour by making their lives a little easier.
To make reading your emails worth the time it takes, you need to give readers content that is valuable to them.
1 Deals and Promotions
EVERYBODY loves a good deal, am I right? By giving your audience a little something extra, they have a reason to stay on your mailing list. The opportunity to save a few bucks here and there is great motivation to keep putting up with someone’s emails.
2 Educational Content
Your content should always be geared toward what your audience finds useful. A great place to start is by making your emails 90% educational and 10% promotional. Too much promoting of your business using email, and it becomes a little ‘spammy’.
I don’t know about you, but my accommodating customer attitude turns to resentment very quickly when I start receiving spam mail.
Laziness is an ever growing disease, and with people having less time to actually read every bit of content that comes their way, there’s never been a better time to present information in picture format.
4 Business Happenings
Try changing from stock images and overused info to company images and a little “did you know” about your very own company. Companies that add these personal touches, and open up to their audiences about who they really are, are the ones that are memorable, and that you’re more likely to support in the future.
Tell your audience about your weekend company retreat, or about your new offices. Tell them about your latest achievements, or your company lunch. The personal touches go a long way, because your audience starts to feel included in the life of your business.
5 Summarize Blog Content
You’ve spent hours writing a perfect blog. But, perhaps your audience doesn’t have the time to read the whole thing.
A perk of being on your mailing list: They get a summarized version of your blogs sent right to their email.
6 Link To Social Media
At the end of every email, add links to your social media platforms. I’m not saying spam your audience by asking them to Like and Follow. People can smell desperation from a mile away. But, let them know you have those channels, just in case they’d like to see a little more of you.
7 Attention Grabbing CTA
Not everyone is going to want to make a purchase after reading a mail, but put the option out there. If your audience would like to support your business, don’t make it hard for them. Leave an impactful call-to-action at the end of every email.
There’s nothing more irritating than a flaky friend. Don’t be one more disappointment in your audience’s life. Be the friend that shows up exactly when they say they are going to.
Decide on a time that your emails will go out. Whether that be weekly or monthly, you decide, but make sure to stick to that time so that your audience knows when you’ll be around.
If a customer reaches out to you, whether it’s for business or just for more information, respect the time they’ve taken to read your email and write back to you. Make sure to respond, and don’t take a week to do that either. The fastest way to lose a customer is to act like you don’t need them.
Don’t Keep Them Hostage
You can swat a fly a million times, but they just don’t get the hint. Don’t be that fly that sticks around when they’re unwanted.
Make sure you have an ‘unsubscribe’ button on EVERY email. You don’t want to keep your audience hostage; make sure your mailing list consists of people that WANT to be there.
If you’ve found this information helpful, check out some of our other blogs for more expert advice on content marketing.