Updated: May 26, 2020
In the changing landscape of digital marketing, email marketing has become incredibly under-utilised. Much of the focus is put on other aspects of the marketing mix, so less attention is given to the “old-fashioned” email marketing techniques.
Email may not be the most exciting marketing strategy, but it is effective. That said, in order to create a successful email marketing campaign, you need to know the characteristics of emails that convert.
Intriguing Subject Lines
Email inboxes are filled with spam and irrelevant content, which allows your emails to get lost in the shuffle. The key to catching your prospective reader’s attention is your email subject line.
Think of your email subject line as a headline—it needs to spark interest, pique curiosity, and offer value. Simple, specific subject lines that use emotional language and make a promise about what your reader will learn or gain from your email will get their attention every time.
Your customer’s inbox is flooded with promotions and newsletters from hundreds or thousands of messages from other businesses, so what compels them to take an interest in yours?
When you include a name, at the bare minimum, it nurtures that lead and increases your customer’s trust. Not only are they more interested in what you have to say, but it also makes them feel more comfortable taking an action.
Other ways to personalise your message include using your own first name, emailing from other individuals, as opposed to your company, writing in second person (you, me, us), and writing in plain, relatable language.
When you personalise your message to your individual reader, you’re doing more than nurturing a lead—you’re building a bond.
Once your reader is opening your email, you need to make it worth their while with engaging content.
When writing the body of your email, try to keep it short and to the point, while also allowing your personality and natural voice to shine through. This builds your reader’s trust, as well as ensuring that you captivate their interest through to the end.
Don’t be afraid to ask questions or mix up your phrasing and “formula” as well. Regular readers will appreciate the personal touches and “conversation” you’re giving them.
Finally, talk about them and their needs. This is not about you or your product or service, it’s about what they can do for your reader. Focus on benefits, rather than features, and you’ll better convince your reader that you can solve their problem.
You’ve gained your reader’s attention, presented the benefits of your product or service, so now all you need is a strong call-to-action to seal the deal.
It may seem simple, but a compelling call-to-action is the single best method for persuading your reader to convert.
Short, simple “action” words are most effective in email call-to-actions, such as order. shop, buy, subscribe, share, or sign up. They tell your reader exactly what you want them to do and why it’s in their best interest to do so.
You’re competing for the full attention of your readers, so a clear, succinct call-to-action is the best way to draw their attention to the desired result.
Social Media Integration
Social media is incredibly helpful to your data-collection and email campaigns. It can be used to build your subscriber list through social media engagement, retarget customers who take action on your emails, and even include email campaigns that are exclusive to your social media subscribers. For example, Facebook’s “Custom Audiences” feature is particularly beneficial tool for increasing your email subscriber list.
In addition, you can follow your subscribers directly, which gives you real-time insight into their needs, interests, and behaviours.
Social media gives you plenty of information about your target market, but using that data for your email campaigns expands your audience and gives you an opportunity to enhance your email marketing efforts.
Email marketing may have fallen by the wayside, but it remains one of the best ways to connect with your audience and inspire trust and confidence. Your subscribers have chosen to receive your messages, so use that as an opportunity to identify their struggles, address their needs, and offer your assistance to them.
For a truly exceptional customer experience, you can’t afford to neglect email marketing.
TRAC Marketing is a UK-based company that provides marketing automation consulting and solutions for small businesses. Speak to our marketing automation consultants today to learn more about putting marketing automation to work in your company.