Businesses have been sending each other emails for so long that itās become second nature.
āIāll shoot you an email.ā
āLet me dash off an email, and Iāll be right there.ā
But thereās an art to writing a good email, especially if that message is part of your marketing strategy. When done right, email marketing can help you cultivate your audience and share great content. Letās look at a few uncomplicated ways you can strengthen your email marketing efforts.
1. Craft a great subject line
Your email marketing campaign wonāt work if people send your messages straight to the trash without opening them. One way to decrease the odds of that happening is to create a subject that gets your readersā attention.
You could:
- Make them an offer (āDownload our new email marketing webinarā)
- Appeal to their curiosity (āWhy Jim Tollsonās business landed him in jailā)
- Tell them something is urgent (āSeats at our conference are nearly SOLD OUTā)
Give them a reason to open your message, and keep it short. Youāll note that all our fake subject line examples are under 50 characters. Try to stick to that number.
2. Keep it short and simple
Save the long reads for your blog. No one wants to have to scroll through an email the size of a New York Times Magazine article.
Keep your messages short and to the point. Itās not like college, where you needed to turn in a five-page paper to make the grade. Your readers want bite-sized chunks of info, and to know what to do next.
Keep your email templates simple. That means using a good amount of white space, not too many images, and responsive design (meaning your message is readable whether users are on desktops, tablets, phones, etc.). Itās important that your messages are mobile friendly, as nearly half of all email opens happen on mobile.
3. Use segmentation
Your content may not always be relevant to everyone in your audience. Thatās why segmentation is so important for your email marketing efforts. More than three quarters of the return companies get on their email marketing investment comes from segmented campaigns.
Segmentation is what it sounds like: youāre dividing your audience into smaller segments, and sending them content thatās relevant to them. That way, emails aimed at, say, engineers, wouldnāt go to salespeople, and vice versa.
As the marketing platform Hubspot, notes, segmentation ā and the lead nurturing it allows ā has helped marketers make huge gains in turning leads into customers. Their research shows that targeting emails to various buyer personas increases clickthroughs by 16 percent.
4. Give readers an incentive
Your email may look great and read well, but what are you offering readers in exchange for opening? Your message should include valuable content ā case studies, white papers, offers to attend a webinar ā that matches the recipientsā stage in the buyerās journey.
For example, readers who are in the consideration stage, the middle part of the buyerās journey, would do well with a case study. Those who are closer to becoming customers would benefit from a free demonstration or trial.
Are you ready to launch a new email marketing campaign but arenāt sure where to begin? Let IQnection guide you.
Our digital marketing experts can work with you to create and maintain customized email lists for your company. Contact us today, and weāll help you craft emails that speak to your audience.
{{cta(’67fa9060-2578-486e-8c20-f3047046f131′)}}Ā