The success of email marketing depends on eliciting a positive response from the mail recipients. The least that marketers expect is that the recipients would open the emails. However, this is perhaps the toughest job, knowing well how all of us react to emails in general sent from not so familiar sources. We ignore such emails altogether, mark it as spam or simply delete it.
If you face similar problems in your email marketing campaign, then you should sit down and think about what the possible causes could be. The simplest explanation for the failure is that the emails do not seem attractive to the recipients. It could be perhaps lacking in appropriate subject lines that could encourage the recipients to open it. Even the lack of appropriate call to action could deter recipients from acting on it.
Relationships matter a lot
The most important element in email marketing is to avoid spamming. It means that you should be no stranger to those who subscribe to your emails. Having a relationship no matter how feeble it might be, with the recipients is extremely important.
It is only when the recipients of emails have the faintest expectation of receiving an email from you that they would welcome it. At least they would find a reason for opening it, and you too could get the satisfaction of receiving the primary response to your email. The rest of the marketing campaign would center on improving relationships and thereby influence the decisions of the recipients who would feel like reaching out to you.
Structuring emails for marketing require some skills that you have to acquire. Your emails should address the marketing objectives you try to realize it. How you could create appropriate messages and structure your email marketing strategy would become clear on reading this article.
Grow your list of subscribers
With the objective of connecting with people who you consider essential for your business, you have to connect with real people who would have reasons to take an interest in your business. It could be easy to obtain readymade subscriber lists that you can buy from the market, but it would be of no use to you.
The recipients in the list are not only strangers to you but do not even have the faintest idea about your business forget about taking an interest in it. Based on your business database, create your list of email addresses with whom you might have interacted or introduced at some point in time. Keep adding new addresses to the list by using a sign-up feature on your website.
Display subscription forms across various places on the site like blog page, home page and any other place you deem fit.
Encourage replies from readers
The power of email marketing lies in its ability to engage in two-way communication, and you must use it to your advantage, say the experts at a Seattle SEO company. Encourage readers to engage in conversation about business, directly or indirectly.
In the process, you could improve the relationship and influence their process of decision-making. Emphasize the following to achieve your goal.
- Impressive subject lines – The subject line of the email should be so impressive that it creates an instant and irresistible attraction that encourages readers to have a look at it more closely. They should know from the subject line that your email is much different from the run of the mill type emails that receive in tons every day. Personalizing emails is an easy way to do it.
- Create a distinct and impressive voice – The way you communicate through emails should have a distinct characteristic of its own that lends it a voice. By getting familiar with your style of communication, the audience could distinguish it quickly from the rest and would open it. Provide a humane touch to the messages so that it bears the marks the person behind it.
- Create targeted content – Send customized messages that are just appropriate for a particular group or segment of the audience. Since the audience belongs to various stages in the purchasing funnels and has distinct demographics too, you have to undertake segmentation of your subscriber list and decide on the types of communication for specific groups of the audience. It ensures better engagement with the audience and increases the chances of a better response.
Add a personal touch
As far as possible, add a personal touch to the email messages. To create closeness with the subscribers at once, take advantage of using email tools that allow replacing shortcodes with email names of the recipients when you send the email.
Together with creative subject lines and personalized content, your emails would become a treat for recipients who would be eager to make the best use of it.
Pay attention to the message structure
Lengthy emails are often reasons for the discomfort of the recipients who do not have much time. Avoid creating elaborate messages but stick to the practice of writing emails that are concise and crisp but informative enough.
Make short paragraphs and insert relevant keywords in it. Use of bullet points make messages forceful and provide readers the option of skimming through the message instead of reading it completely. Use images when necessary and only if it supports the message.
Include CTA and interesting links
Email marketing should result in driving more traffic to websites for which readers have to click on the emails and the relevant links provided in it. Spread high impacting links in email messages so that when readers click on it they reach the relevant page that you want them to visit.
Provide striking buttons that could make readers act quickly. Provide emotive call to action at the bottom so that it compels readers to take some action.
Respecting the individual choice of readers, provide the option for unsubscribing from your emails. Provide a button at the bottom of emails that readers could click to unsubscribe. It is your responsibility to stay relevant in your communication so that readers do not feel like unsubscribing.
Written by Charlie Brown