Debunking the Art of Email Marketing
Brush off your skepticism marketers, because the stats are in, and the results are clear — high calibre email marketing produces great results. According to HubSpot, for every $1 companies invest in email marketing, $40 is generated in revenue. There’s just no denying it, as much as some of us may want to.
And while composing an email to our contacts can seem like an exhausting chore, in another light when done the right way, it can actually become a fun and interactive scheduled task for you and your colleagues to take on each week.
Remember that cheesy 90s romantic comedy, You’ve Got Mail, with Meg Ryan and Tom Hanks? Both of them were over the moon every time they received an email from one another. While you may not be writing anything flirtatious or romantic like they were, you still can provoke that same sense of excitement, enthusiasm and engagement from your audience if you’re employing the right tools for the job.
HubSpot has compiled a checklist for marketers, with 10 important steps toward ensuring your company emails are hard-hitting and effective. At the end of the day, if you’re investing the time and money into this aspect of your business, it only makes sense that every email coming from you to your clients is absolutely brilliant. Ultimately, we want to ensure that we’re not only delighting our customers, but nurturing every potential lead at end of the sales funnel.
Today, I’m happy to share with you this list of tips which you can jot down, or copy and paste and keep in mind the next time you’re composing a thank-you email for service use, collecting survey data, or just checking in with your leads.
1. Identify your call-to-action
Determine the specific goal of your email. Are you attempting to gather data from a certain group of clients? Are you hoping to get more folks to follow you on Twitter? Why are you reaching out exactly?
2. Segment your contacts list
This is critical. Always ensure that you narrow down the list of people you are contacting rather than sending out big, arbitrary content blasts. Blasts do not result in ROI. Do what you can to segment your database, and only reach out to the correct, specific groups who will benefit from the message you are sending.
3. Personalize when possible
Using personable, relatable language or referring directly to relevant experiences for the people you are reaching out to is helpful. No one appreciates a random email with zero comprehensive or relevant content. If someone bought your product, reference it. If someone came and stayed at your resort, ask them how their experience was in the specific part of the resort they stayed at.
4. Send your email from a real person
Sending an email from a specific person, rather than a large corporate body or business (ie. marketing@blank, or no-reply@blank) is a much better way to coax your leads into opening your email or responding positively to it.
5. Use “actionable” language
Your ultimate goal with an email is typically to guide your reader toward one, clear task, so do that clearly and intuitively. For instance, if your goal is to have them participate in a short survey, make that point blatantly obvious and easy to understand and do. Lead them to that action easily.
6. Create clear and compelling subject lines
A clear and enticing title to an email is of the utmost importance if you want anyone to read it. If you make your subject line difficult to understand, have a spelling error, or leave it blank for instance, your level of response will suffer significantly. Keep your subject line to 50 characters or less to avoid truncation, but ensure you get your point across and make yourself heard. Draw those leads in.
7. Demonstrate what’s in it for them
Be specific and straight forward with an incentive for participating in whatever action you’re requesting of your readers. If you’re grateful for their continued patronage, or hoping to prove to them that you’re an industry leader and knowledgeable in what you do, share a free e-book or a great discounted service at the end of the email that’s easy to download and pass along.
8. Have a concise signature and footer
This is pretty self-explanatory. Ensure that you’re clear who you are and how you’ve come to contact your reader and how you’re affiliated with your company, but be short, sweet and to the point.
9. Send a test email
Avoid embarrassment within your networks. Do yourself and your company a favor, and take a moment to send out a test email to yourself or a colleague to ensure everything is in order before you finally pass the message on to your recipients.
10. Analyze, analyze, analyze!
This is so important and often goes overlooked. Take the time to read over your email or have a second set of eyes proof it. Ensure the look and feel is perfected, before taking the final step to hit “send.” Have you been clear enough with your message? Have you addressed it to the right segmented group? Did you include relevant and appropriate imagery to boost your message? Don’t just gloss over it, be thorough.
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