Email marketing? Doesn’t everyone just click ’delete’ or add the message to the ‘blocked senders’ list? Whilst it is true that many email messages don’t even get opened, it is also true that a lot of email marketing is missing its target. To ensure that your email marketing doesn’t suffer from this, here are some tips.
Subject line –
Step One – your subject heading needs to be engaging. Think about how important the headline is in a newspaper article? Your decision to read the article is directly linked to how well the headline ’grabs’ you, and the same is true for your marketing emails.
Sense of urgency –
Emails that have a sense of urgency such as ’offer valid for one day only’ can encourage your reader to click open your message now. This takes some planning and consideration, think now about what you have coming up over the next few months and work back.
Tone of voice -
It is also very important to develop a voice in your email content. An email, like a traditional letter is an exchange of views, ideas and possibly offers. You need to create a relationship with your readers and the way to do this is through the tone of voice you use in your writing. This is where engaging a marketing agency or copywriter is invaluable. Try to develop a voice that is a good match for your business brand – it could be quirky and humorous or peaceful and compassionate. Tapping into those larger human emotions will encourage readers to hook into your message and hopefully look forward to receiving your emails.
Frequency of sends -
Finally – the frequency with which you contact your email list. Too often and you’ll be annoying or too infrequently and they’ll forget who you are. Once a month is a good base line to start with but make sure you actually have something worth saying.
Email marketing is a proven and important tool in developing a relationship with your customers and maintaining brand awareness. But it needs to be timely, be delivered in a tone that is consistent with your branding and written in a way that will get noticed in your reader’s inbox.