Email is the old man on the block. It has been around for decades now. Entrepreneurs are so focused on the social media marketing, the apps, the blogs, etc, they forget the most direct and efficient way to market; i.e., getting the content to the potential customer’s inbox.
Email marketing isn’t obsolete. In fact, many marketers still consider it one of the most effective forms. If executed properly, ten mails can lead to more conversions than a thousand Facebook likes. Of course, proper planning is vital here. If you’re careless in your execution, you’re not going to succeed.
1. Think of the Design
One of the most important aspects of an email is the design. It should be restrained and tasteful. If your email takes too much time to load, most people would move on. Keep the design simple and clean; this would make your audience focus on the content and give it some consideration.
How you design your email would decide how much viewership you get. The idea is to get as many people as you can to open your emails. You also want to retain subscribers instead of just getting them. That would require a regular supply of fresh and interesting content.
Some experts observe that as long as the content is good, even a plain text email is a very effective design. If your email to your customers looks more like a personalized email rather than a newsletter, it’ll get more positive response.
2. One Subject Matter
One of the biggest mistakes that novice email markets do is packing their emails with varied content. If you’re sending your audience mails with half a dozen links and virtually no valuable content, they’re going to unsubscribe eventually.
It’s better to focus just one or two related subjects and provide a call-to-action link. Don’t stuff your emails with links on different subjects and expect the customer to be interested. That just defeats the purpose of email marketing.
The idea is to get information to your customer’s inbox so they can read it there. You don’t want to force them to open a different webpage and read whatever you’ve published there. You need to remember that most of your audience is allergic to spending time or effort needlessly.
3. Automatic Responses
Experts call this drip marketing, which is a response to a potential customer filling an online subscription or contact form. For example, if you’re registering on an ecommerce website, you might immediately get a welcome letter. These emails are automatically generated and are triggered by your registration. That’s a drip marketing campaign that’s triggered by an event, i.e. your registration.
About a week or so later, you might get a newsletter detailing some products similar to the ones you purchased during your registration. That’s a drip email that’s triggered by time. This can be easily set up and forgotten. You need to design emails and program them into a CMS platform. That way, you can nurture multiple new relationships at the same time and keep your customers engaged.
Emails are a great marketing resource because they allow for a more targeted and personal interaction between you and your potential customer. If utilized properly, they can lead to several conversions and sales.
