So, you thought email marketing is dead? Well, you’re in for a big surprise there. If anything, email marketing is now stronger than ever. With that said, there have been changes over the years when it comes to email marketing. That has a lot to do with the preferences of online consumers. These days, people want to see something of worth to them when they open up to read their latest email.
With the right plan in place, email marketing can help make your brand grow in a big way. That’s why I write this blog post today. Today, I share with you ways on how you can use email marketing to help grow your brand. Let’s begin, shall we?
Give Your Audience A Personalized Email Experience
One thing you need to do to have success with email marketing is to give your audience a personalized experience. This means that you need to take time to learn every detail about your target audience. This is a crucial starting point for any Digital Marketing campaign. Every consumer is different so sending everyone the same email is not ideal. With that said, taking a targeted approach makes the most sense.
A great way to accomplish that is by email list segmentation. This lets you divide your email list into smaller but more targeted groups. This goes a long way in targeting consumers based on their individual preferences. For instance, your brand sells movies. You can ask your customers what kinds of movies they’re into. Your list would look something like horror, action, cartoons, Mexican telenovelas, etc.
You can also segment your list by demographics, geographic location, and buyer persona to help your emails be more relevant. Looking at survey results, email activity and purchase cycle can also help accomplish that too. 88% of users say that they’re more likely to respond favorably to an email if it’s tailored towards them. By connecting at their interest level and giving them high-quality content, you will be on your way towards success.
Avoid Excess Sales Jargon That Turns Consumers Off
It’s also important to know what not to do with your email marketing plans. You never want to use excess sales jargon when sending out emails. Nothing turns a potential customer off than bombarding them with emails that push them into a sale. They will tune you out if that happens and will lead to them hitting the unsubscribe button.
You always want to strive to use emails to build relationships over time. Once you’ve done that, then you can use sales emails once in a while. In the end, strive for a more balanced approach of non-sales and sales emails. This will help make your email marketing practices a success while attracting new customers.
Make Your Headlines Grab The Attention Of Your Readers
Headlines are crucial in helping attract the attention of your readers if done correctly. To attract their attention, you need to be short and to the point while describing what your email is about. The proper length for an email subject line is six to ten words as evidenced by a Retention Science study. That same study found that a subject line in that range had a 21% email open rate. Anything more or less had a lower open rate.
You also need to connect with your audience in a personable and authentic manner. Emails with personality tend to get liked or shared more. Also, don’t be afraid to use emojis in your subject line but don’t go overboard with them either. To go the extra step, talk to your audience and ask if they want to be addressed by their name or a nickname. Of course, do keep an eye out on any name or initial misspellings, and don’t use their name in excess.
One last piece of advice about email headlines is to make use of questions and numbers in them from time to time. They tend to give you a higher click-through rate (CTR) if done in a way that gauges the readers’ attention. These email headline tips will help go a long way in enticing people to open your email and read more.
Make Your Emails Scannable And Easy To Read
People these days are on the go which means their time is limited in getting to read their emails. This is why working to make your emails scannable and easy to read is crucial. Your email structure needs to have plenty of white space.
Work to shorten paragraphs (3 to 5 sentences), use subheadings to divide your content, and add bullet points when necessary. In your body, work to use the Inverted Pyramid writing style. This is where you put your key points in the first paragraph and work to draw readers’ interest. If readers can derive value from email content by scanning the text, then they would be enticed to read more. A top-notch reader experience will help lead to increased sales in the long run.
A/B Test Your Emails To Improve Campaign Performance
One crucial tip that will help improve your email marketing performance is by doing an A/B Test. A/B Testing or Split Testing is where you split your audience in two to find out which email version performs best. This will help you better understand which type of email content resonates best with your audience.
You can increase the open rate with the right subject line and the CTR when changing your email copy after testing. There are several things below you can test that can help improve your email marketing campaign performance.
- Welcome email opening
- Subject line
- Day of the week
- Time of the day in which email is sent
- Pop-up opt-in forms
- Name of sender
Taking steps to make your emails better will help go a long way in helping enhance that email experience. It’ll make it more likely that your readers will be inspired to take the actions you desire.
Have A Top-Notch Landing Page For Your Email Campaign
Lastly, you want to have a landing page that best matches the message conveyed in your email. Like with email headlines, you want to have strong headlines that entice the visitor to read further. The same thing goes with subheadings. Make sure it gives you the best preview for the accompanying content and best supports your headline.
You also want to have a supporting image or video that addresses the landing page purpose within a minute. Also, you need to have social proof on your page such as reviews, testimonials, and trust seals. This will help remove any trust issues site visitors may have. It also helps give them a positive and consistent experience from beginning to end.
One important tip to keep in mind is to stay on the same topic as your email. Be careful not to dilute it with other topics or offers. This will help prevent any confusion or concerns that your visitors may encounter. With landing pages that follow through with the promises in your email message, you’ll help turn those readers into customers.
People-Focused Email Marketing Helps Brands Succeed
Without a doubt, striving for a people-focused approach to email marketing will help grow your brand. It all comes down to learning every detail about your consumers and following it up with a personalized, high-quality experience. Taking these steps above will help go a long way in improving your email marketing strategies. In the end, it’ll be worthwhile when you convert readers into paying customers while growing your brand for the better.
What do you feel will help make email marketing campaigns a success? What other email marketing tips do you recommend will help attract readers’ interest and inspire them to take action? Questions? Comments? Please feel free to share this blog post and share your thoughts below.