Contrary to what many marketers will tell you, email marketing is not dead. In fact, it can be a highly effective marketing tool – when used correctly, that is. Email marketing campaigns are flexible, adaptive and can turn leads into paying customers.
Having said that, your campaigns aren’t going to turn those leads into customers overnight. Sadly, many marketers give up on email campaigns when they don’t get that instant gratification. And those are the people claiming that email marketing doesn’t work.
Focus on Getting the Click
Email marketing should be used as a vehicle to get customers to your website. Focus on getting the click, not the sale. You can secure a sale and create a new customer by getting users to convert on your landing page – but that’s step two. We’re talking about step one – the email campaign.
Here are five effective tips you can use to get that click from your email marketing campaigns:
1. Get personal
People will be more willing to open your emails, especially if they have already shown interest in your company, if you connect with them on a personal level. Click-through rates increase when you use the recipient’s first name in your email subject line. Using words such as “you” and “your” will give your messages and content a more personal feel, helping to create a connection with recipients.
2. Create killer email subject lines
More than one-third of emails are opened based on the subject line alone. Try new approaches and don’t be afraid to be bold, funny, and even a little controversial to get your reader’s attention. Follow a great subject line with engaging content, a special offer, or something your prospects will find valuable.
3. Get to the point with your content
If you get someone to open your email, you need to keep them engaged – quickly. No one wants to read a novel-length email. No one has time. Make your point, and make it quickly. You only have a few seconds to entice them to take action. Make sure you immediately communicate the value of what’s inside. Clearly explain why they should read the message. Include benefits, stats, and a powerful reason to take action. Finish up with a strong call to action that will motivate prospects to take the next step toward becoming a customer.
4. Timing matters
They say timing is everything, and this holds true for email marketing. According to HubSpot, Saturday has the highest CTR at over 9% (Sunday is second just under 9%) for consumer email campaigns.
5. Be mobile-friendly
Almost half of all emails are opened on mobile devices, and this number is only going to grow, yet many marketers are still not optimizing emails for mobile.
Email marketing is a valuable marketing tool when used correctly. Use it as an opportunity to differentiate, offer something new, take a new approach and connect with prospects on a personal level.
Do you have any special tips or tricks you’d like to share about your email marketing campaigns? Share your success stories here! Or, if you have a question, feel free to ask that, too.