14 Jun Make Those Emails Work
You’ve probably been using email marketing for your small business for years. At the beginning, it was the best way to reach your consumer base. In part, it was because everyone used email at the time to stay in touch with each other. Now, though, how often do you hear people talk about how they never check their emails? And how many of us have that “one friend” who always seems to have thousands of unopened emails on their phone?
Here are a few simple ways to continue using email marketing, and to make it work for you.
Make it personal.
Your consumer base wants to know that you value them. Make sure you’re using their name when you send your messages, and if you’re able, thank them for their most recent purchase or support of a recent campaign. People want to feel like they are involved and like they are a part of something that is larger than they are. Help them to feel as though they are a part of your brand, and they will continue to return and show you loyalty.
Use subject lines, headlines, and subheads to your advantage.
Don’t be lazy and just use generic information for your subject lines, headlines, and subheads. You want to draw your customers’ attention immediately so that they click on your message and they want to know more about what you’re offering. Give them a reason to want to know more.
Body copy should be targeted and brief, and enticing.
Particularly because of the Age of the Internet, people don’t want to read long-form pieces of information. Make sure your body copy doesn’t exceed a couple hundred words max. If you want them to read more about what you’re offering, or if you have more information about something you’d like them to know about, make sure to add a link to your website where they can learn more if they’d like. Most people just want the brief information.
Use side columns wisely.
Side columns should be used to reaffirm offers, show pictures and coupons, and offer links customers can click on which redirect to the website. Don’t keep writing more copy unless it’s absolutely necessary. This space is extremely important and needs to be used with discretion when designing your email.
Pay attention to the little things.
Extra effort on your part goes a long way with email, particularly mobile. Take the extra time to pre-fill forms, limit the number of required fields in a form, pull in user data, and even size the fields based on the length of the form. This makes your users’ experience so much better, and they’ll appreciate it.
Know when to – or when not to – send your emails.
You need to know your audience and they product you’re advertising or selling. You should be sending emails at least once a month, but you also don’t want to be sending them just for the sake of sending them. Make sure you’re actually communicating with your audience, and that you have a message to send.
Call your customers to action.
Get your customers involved with your brand. This can be through a social media campaign where you encourage your users to take photos and use a specific hashtag, or check in at store locations. Make them feel like they’re a part of the brand, and encourage them to do so.
Make sure your landing page is on brand.
When your customers click on a link to visit your webpage from your email, it all needs to match. Your email and website should be very similar, if not exactly the same, with similar messages and the same branding.
Avoid common email errors.
Edit everything. You don’t want your customers to see common misspells, spaces where names should be, or spots where information should be and a place holder has been inserted instead.