Email marketing is one of the best ways to reach large groups at once and when used strategically can have a major impact on your bottom line. However, without careful management it could easily turn into spam that annoys subscribers; by following these simple tips you can ensure maximum returns from your email list.
Your email is often the initial point of contact with potential new customers, so make it as engaging and interesting as possible to ensure they keep coming back for more. Also include an appealing call-to-action such as reading an engaging blog post, watching an informative video or clicking through to your website.
Make the subject line engaging and your email body informative and engaging by using personal language such as “you” and “your”. This will create more of a dialogue feel in your emails compared to their competitors and set you apart.
Add questions and surveys to your emails in order to spark reader engagement, whether by asking readers directly for responses or including links to survey websites. Use the results from these polls as the foundation for more personalized offers or content for customers – Anthropologie does an exceptional job of doing this by offering customers a chance at winning gift cards in exchange for providing feedback.
Your subscribers are exposed to plenty of content every day, making it important for your email to stand out. Try including an eye-catching image in the header of your email or adding some color accents. Also include short messages with clear CTAs at both the top and bottom. Lastly, ensure you abide by any national (or international) regulations regarding email marketing that might apply.
As soon as you send out your first email, aim to follow up within 24 hours with another one to build trust among high-value segments such as those who have bought multiple products or visited your website. This is particularly effective with high-value customers such as those who have made multiple purchases or visited regularly.
Personal finance company NerdWallet uses email as a strategic way to nurture prospects and draw them back in, featuring an enticing headline such as ‘New and Tailored to You’ with a clear call to action: ‘Set Your Goals’. Furthermore, current events are tied into this campaign via countdown clock and include references that point directly at their audience’s location which adds urgency. Finally, written second person makes mention of relevance by making references directly relevant.
