The answer is simple because it works! Email marketing is extremely effective when done correctly. It is one of the most cost-effective marketing tools and is also highly measurable because you are able to follow exactly how many individuals receive the message and if they engage with its content. According to DMR Business Statistics, the average office worker receives 121 emails per day. So how do you make your marketing stand out?
1. Opt-In is the only way to go
When creating an email list you want to gain emails based on an opt-in option. This means the individuals you are emailing have requested information or have given your permission to contact them. Begin building your list by advertising an opt-in link on social media and your web page. You can also ask current customers to join your mailing list and share the information with their networks.
2. Have a clear Call to Action
The best way to increase engagement is to have a clear call to action within your email. A call to action encourages the reader to follow through. There are different ways to engage the audience with a call to action such as a link to follow your business on social media, purchase a product, or call for more information about a service. A clear call to action can make the difference between gaining a new customer or ending up in the deleted file of their inbox.
3. Noticeable Subject Lines
It is essential to have a subject line that both stands out in the crowded inbox and effectively communicates the information in the email. A subject line is the first impression of your email and is the deciding factor as to if that email will be read. Keep your subject lines short and to the point. It is always a good idea to highlight the most important part of the email content, you can even add a call to action.
4. Segment your Email Lists
Blasting your entire email list with non-relevant content is a thing of the past. Subscribers need to see the information that they are particularly interested in. By segmenting your contact list into smaller groups who you have identified that are interested in certain products or services, enables you to provide a better advertising experience. An example of this would be to use previously clicked links to help you learn what that particular customer’s interests are and then adding them to a designated contact list segment that corresponds.
5. Measure the success of your email campaigns
Identify meaningful metrics to help you decide if your emails are creating the effect you are seeking. For example – read receipts may be important if you are trying to determine if your subscribers are getting the information. You might also track conversion rates if you are promoting specific products. Dive into the reporting features of your email service and see what all it has to offer. Set measurable goals and modify your email campaigns to see what works best for your business.
“Business Tips” was written by Dezaray Johnson, Certified Business Advisor & Training Coordinator, of Angelo State University’s Small Business Development Center. For more information on the topic of this article or the services of the ASU · SBDC, contact her at Dezaray.Johnson@angelo.edu.