Taking a little bit of time to make just a few changes to your email marketing can get you big results in engagement, and it’s all 4 Easy Changes to Make to Your Email Marketingabout engagement, right? Right. And the best way to get that info is from your email marketing reporting stats which will tell you how engaged your readers are – from how many people opened, clicked on links, or best of all, did both for each email you’ve sent. Your stats may be pretty average, which is fine, but if you’re an over-achiever like us, you’re probably thinking they could be better. Here are 4 email marketing tips to help grab your reader’s attention and get you better engagement:
Pre-header – This is the first line of text or copy in your email and it gets pulled into the subject line in the preview pane. Usually this is text at the top of the email, above the logo. If you don’t have a logo, banner, or header in your email, it’s whatever text is first in the email. Which means it could be ‘View in a Browser‘. Ugh! Helpful if you’re seeing a text version of the email, but not an attention grabber to get more opens. The pre-header serves as a secondary subject line and gives your readers more motivation to open your email and essentially turbocharges it. Give it some gusto by making sure you put something attention grabbing there.
Alt Text – Almost all email browsers “turn off” images by default, and so your slick images may not initially render until the reader clicks the “display images” link. When an image isn’t displayed, alt text is the text that shows up instead of your image. Remember back in the day when your mom or grandma wrote on the back of a picture about who was in it and where it was taken? Well alt text is basically the digital version of that. Instead of your alt text reading something like, myawesomelogo.jpg, kinda boring and uninformative, you can change it to say anything, like the action you want taken: Save 25% on our amazing service, but only if you act by 4/13/2013! This is way more action-oriented and will get you more clicks.
Social Media – Yep, we like to talk about social media. A lot. But we do it because it can be such a boon to a small biz, driving interest, traffic and sales. Your email is no different, you need to socialize it, and not in the taking-it-to-the-park kind of way. There are two things you can do to social up your email. First, allow your readers to share it on their own social networks, getting your awesome content in front a whole new audience. Second, include links to your own social networks so your readers can connect with your biz. Both of these are easy to include in your emails and a fast way to get engagement, for your email and your social networks.
Include an incentive– Your readers joined your mailing list because you promised to provide them something of value. Of course the informative and educational content you send is great and the primary value of your email, but people want discounts. Send out coupons, offer special discounts and notify readers of upcoming sales. You don’t have to give away the farm, but offer occasional deals and you could see your click rate go up, and in turn, your sales!
That wasn’t too tough was it? With just a few small changes to your email marketing you could see a big difference in your results. If you want to test which of these suggestions makes the biggest difference, try adding them to your email one at a time and keeping an eye your stats.
Which tip will you try first? Share your own tips or successes in the comments. We’d love to hear ‘em!
More Business articles from Business 2 Community: