With all the avenues for reaching customers and prospects these days, it’s somewhat surprising that email is still one of the most effective (and affordable) tools. Of course, it’s not just about sending out a blast email and waiting for the leads to start rolling in. It takes a certain strategy which is part science and part finesse to really get the type of results that count. That said, let’s go through 5 tricks that you can try today to start getting more out of your email marketing efforts.
Use short, compelling subject lines. Even if your emails are chock full of valuable content, if people aren’t opening them, you’re wasting your time and resources. Increase your chances by crafting subject lines that are short and sweet yet captivating enough to catch the attention of and intrigue your audience. This is especially important since many users will be accessing their email via their mobile devices, which only leave limited room for content.
Include content your audience actually wants. Remember the WIIFM (“what’s in it for me”) factor when creating your email blasts. Your subscribers aren’t going to keep opening your messages unless they know they’ll get something in return by doing so. This could be a helpful tip that makes their lives easier or it could be a coupon for your products or services. Understand who your audience is, what their wants and needs are and develop content around that.
Personalize your messages. Much research has been conducted around the psychology of email marketing and the results have revealed that open rates tend to increase when the recipient sees his or her name in the subject line. Such a simple technique can dramatically improve your results and it won’t cost you a penny.
Capitalize on pop culture. What’s hot right now? What are people talking about on social media or in the news? Whenever possible, try to leverage pop culture in your subject lines and as a theme within your messages to gain traction for your email marketing campaigns. For instance, studies have found that people tend to open emails with subject lines that contain movie quotes or song lyrics over traditional verbiage.
Don’t overdo it. While consistency is an important tactic in marketing, when it comes to emails, less is often more. People don’t want to be bombarded with dozens of emails a week. Stick to fewer, more targeted and relevant messages to keep your audience happy and informed while also avoiding in-box overload.
Without question, email marketing remains one of the most powerful tools for reaching and converting new customers while also increasing the odds of repeat business from your existing clientele. Of course, that’s only the case if you employ certain best practices. The tips above should help you hone your strategy so that you can maximize the results of your hard work.