Email serves as an oasis of peace and tranquility in an ocean of chaos. As a precision targeted marketing strategy, it’s hard to beat. However, it is not easy to tap into that power. You have to do it right or else you will end up spending time and money on a strategy that will get you precisely… nowhere. Here are 8 tips for how to make your email marketing strategy really work.
1) Use the double opt-in method
The double opt-in method for collecting email addresses involves having your visitors confirm their subscription to the email list after they enter their email address in your subscription form on your landing page.
Most people would say that the alternative, single opt-in, would make it easier to grow an email database, but the fact is you can’t be sure about the validity of the emails you’re getting. Some people just want to take whatever you’re offering that they perceive as valuable to them without sharing their real email. It could also be a spam bot, which will just waste your substance.
Using the double opt-in method ensures that the email addresses you get are real, and that your subscribers are truly willing to commit, and most likely to engage when it comes right down to business. The double opt-in method helps you avoid being sent to the spam folder, especially if you include interesting visuals. Statistics show that double opt-in increases your conversion significantly.
2) Actually give them something they can use
People love getting free stuff. A study by Bluewire Media showed that people on their email list were 66% more likely to click through an email’s call to action (CTA) if that meant they’re going to get a free template. That doesn’t mean that a free template is going to get the same response from a subscriber to a language learning website for example. Offering a word of the day may be a better choice in that case.
Therefore, you need to give your target audience something in which they perceive value. This makes them more likely to open your emails.
3) Stick to light media
You should not embed JavaScript, Flash or video in your emails because even if your email recipients would enjoy them, their email client will probably block it.
Links to videos can increase your email’s CTR. However, the same article states embedding the video in your email sends a red flag to your email client, which would block it.
You shouldn’t use JavaScript or any kind of dynamic scripts either, because your Internet Service Provider will not send it through due to security issues. If you have something you really want to share a video or Flash file with your subscribers, you can use an image and embed a link to that it, wherever it is.
4) Do not call your subscribers by name unless you are 100% sure
Most people are suspicious of emails that start with Dear {insert name here}, unless you have already built a relationship with them, such as a previous purchase. That would legitimately give you access to their real names, at least.
Trying to come off as too chummy too soon can make them even more suspicious about where you are getting your information. At the very least, you might get the name wrong as some people give fake names for casual subscriptions, and that is more likely to repel them for adopting such fake familiarity than to impress them.
You can still personalize your email by displaying some knowledge of their purchase or search preferences based on what they include in their registration or check out on your website. That gives them the impression that you do your homework, and not just rely on the automated insert of “Mess O. Potamia.”
5) Strictly limit the number of emails you send
The frequency of your email blasts depends on many factors. As a marketing strategy, you want to build brand awareness with your audience.
At the same time, you have to make sure that each time you send an email, you have something important or relevant to give them. You still need well-written and compelling copy to ensure you’re on brand and will resonate with your target audience.
On the other hand, sending an email too often can lessen the impact of your efforts. Many marketers believe that you should send emails at least once a month, and preferably once every two weeks.
This is not a hard and fast rule, however. You need to decide what your sweet spot for your email strategy by checking how many opens you actually have each time you send an email, and take note how the frequency of your emails vis-a-vis your content affects your statistics.
6) Mix promotional with useful information
Of course you’d like to use your email blasts to sell your products or services, but you can’t just send emails asking them to buy and not give them anything in return. Unless you’re giving discount codes or an offer, people are not interested in purely promotional content.
7) Describe the point of your email in the first sentence of your email
You want your email recipients to open your message, so you have to motivate to do exactly that. Most email systems allow people to read the first line before opening the email, so you want to include your main point in the first sentence. Below is a good example of what will look like.
8) Avoid common spam trigger words
The subject line is like the title of an article. It serves a very important function in getting people to open an email, almost as important as the sender’s name.
However, there’re certain words you have to avoid if you don’t want your emails end up in the spam folders. These include words such as Attention, Sale, Cheap, Free, 100% free, Act Now, Affordable, Amazing stuff, Apply now; and the list can go on!
Email marketing is an excellent strategy to promote your business and build your brand, but only if you do it right. You can send out one thousand emails and still not getting the results you want for your business.
Now back at you
Please let me know what you think about these 8 points. Do you have more points to add to this list? Please use the comment section below to share your thoughts.
About the author: Stacey Marone is a freelance writer and a social media marketer. She creates magnetic content optimized for search. In her free time, she also does volunteer work and organizes some activities for children. Her passions involve painting, reading, and writing.
The post Make Your Email Marketing Campaigns More Effective With These 8 Tips appeared first on GetResponse Blog - Online Marketing Tips.
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