Email marketing or Electronic Direct Mail (EDM) is one of the best ways to connect with customers and sales prospects. It’s intimate, personal, and above all, linkable. Here are some top email marketing tips to make yours stand out from the crowd.
All the work you put into your email marketing will be pointless if your reader doesn’t get to see the content, so the first step in any email campaign is to avoid being branded as spam. When your readers sign up, include a small reminder to whitelist your address so this doesn’t happen. Then, send the email to yourself as a test. Check how it renders on the page, and confirm that it won’t end up in the junk folder.
When they sign up, users will receive a transactional messages or automated response. This happens when they sign up for a newsletter, fill out a contact form, pledge for a cause or complete a survey. Usually, these messages are brief and direct, something like, ‘thank you for subscribing’, but you can wield them better. Use them to introduce yourself to your client and give them a quick guide on how to benefit from your services. You can include links to your most popular blog posts, or promotional offers available that week.
You already know content is king, but simplicity is equally important. Prospects get dozens, if not hundreds, of emails every day, so you need to make it easy for them to read yours. A lot of online users skim rather than read, so use short sentences and functional headlines. Include clear in-text links anchored in descriptive text so the reader knows exactly where it leads.
Let readers know they can stop reading at any time. It creates the psychological affirmation that they are in control, and they have consciously chosen to spend time on your content. Ensure you have a clear unsubscribe link at the bottom of the email and make it a quick process. You can include an optional one-question survey. It will help you know which part of the email irked them so you can tweak it in later emails, but remember, it must be optional.
To keep your readers interested, format your emails in a way that lets them know they’re in charge, and that you’re here to help.
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