Today email marketing is one of the primary ways that businesses stay in touch with customers and partners. However, managing your own email marketing can be cumbersome and time consuming. Trying to stay on top of the constant changes in an email marketing address list can be a full time job. Then there are the challenges involved in composing and sending out effective emails. How do you ensure that people will read it? How do you get them to respond? How do you know how many recipients have responded? Fortunately you don’t have to do all of this alone. A cloud-based firm that specializes in business to business communications can make your job a lot easier – and your campaigns a lot more effective.
Elements of a Successful Email:
- Subject Line: This may seem like only a small part of your email marketing project, but it’s one of the most important. 40% of a recipient’s decision to open a given piece of email is based on the subject and send-from address. If they don’t open the email, it’s not going to do you much good. So, it’s important to spend some time on the subject line and make sure it’s effective and accurate.
- Call to Action: Another 40% of the response to your email marketing campaign is driven by how interesting and compelling recipients find your call to action. A call to action is an offer you’re making to the recipient – or an opportunity for them to respond in some way. It might be a white paper or the chance to register for a free webinar. Or it might be “please call me at…” or “please email me at….” Or “register for our conference at….” However, the best calls to action in email marketing are the ones with links right in the email. This allows you to automatically track the response to the email and see how well your call to action works.
- Content: The text and images in your email need to be informative and useful to your recipients. The email marketing texts must be well-written and concise. While recipients expect an emailed newsletter to be fairly long, they would expect other kinds of emails to get to the point quickly. If the email marketing piece is too long, your reader will simply stop reading – maybe before getting to the important information.
- Visual Appeal: Any pictures you include in your email marketing piece might seem like a non-essential element, but they are a vital component of making your email visually interesting. And, captions of pictures are one of the first things people read in an email, so they pack a lot of punch. You also want your emails to be well-laid out, visually appealing, and attractive. You need to be able to create beautiful emails in either html or plain text – since some recipients will only accept emails in one format or another. Good email marketing companies will have templates and tools to help you create beautiful emails.
- Avoid Spam: If your email marketing piece is flagged as spam, it won’t make it to your recipient. Even worse, it could be in violation of CAN-SPAM regs. In order to avoid being caught in the spam filter or sent to the spam folder, make sure your header and subject line are accurate. Include a valid opt-out method. Certain words are more likely to trigger a spam designation; you should know what they are so you can avoid them. Spam designations can damage your business’s reputation and the acceptance rate of future campaigns.
Twenty Tips For Guaranteed Email Marketing Success
Email marketing is a reliable and lucrative method for generating leads. It is no wonder that this platform has become a very valuable one for Internet marketers especially now that marketing budgets are suffering due to the economic recession. Although email marketing is generally cost-effective, there are a number of things you can do to make the most out of your campaign. To help you achieve optimal open, read, and response rates, follow the twenty tips discussed below:
1) Offer Incentives to Attract Subscribers
Most Internet users won’t just sign up for something just because they see a registration form. Many people are hesitant to give away their email addresses because they believe that they may be risking their privacy and security by doing so. For this reason, you need to give them a good reason to sign up. Offering incentives such as free e-books or discount coupons may do the trick. Whatever you offer, be sure that it is something that will entice them to subscribe and retain their subscription.
2) Simplify the Registration Process
Make sure that your subscription form is visible on your website and provide details on what benefits subscribers can gain from signing up. Also, don’t ask for too much information. The fewer fields you ask for in your registration form, the more likely your visitors are to fill them up. If possible, ask only for names and email addresses.
3) Get Subscribers to Opt In Twice
Although the registration process should be as simple as possible, it is best to get your subscribers to opt in twice. This will allow you to ensure the quality of your mailing list. To do this, you simply need to send out an email to all those who subscribe through your opt-in page. Within that email, include a link that recipients must click on to confirm their subscription. There are, of course, other ways to do this but making the process simple for subscribers will encourage them to perform the desired action.
4) Be Consistent with Your Sender’s Line
When people receive new emails, they normally check the “From” line to find out who the sender is before checking the “Subject” line to learn what the email is about. Whenever an unfamiliar name appears in the sender’s line, recipients are likely to delete the email without even bothering to find out what it is about. Being consistent with the name you place in your sender’s line is important because you need to make your recipients familiar with who you are. If the name you use sparks recognition, your recipients will be more likely to read your emails.
5) Develop a Persona
Many business owners use the name of their brand, company, or service in the sender’s line. However, using a person’s real name is often recommended because it makes emails more personable. By allowing your subscribers to know who you really are and by communicating with them as an individual and not a corporate entity, they are more likely to trust you. Large companies have also found benefits in developing a fictional character that subscribers can relate with. This fictional character can eventually become a persona that companies can then leverage once it starts to be known as an expert within a given niche.
6) Use Attention-Grabbing Subject Lines
Typical email users take less than a second to decide on whether or not an email should be ignored or deleted. For this reason, it is important for you to make use of headlines that not only catches your recipients’ attention but also gives them an idea of what benefits they can get from reading through your email. Offering an enticing promise or a benefit in your subject line will lead your subscribers to be more interested in what you have to say.
7) Put Above-the-Fold Content to Good Use
Most email clients now provide users with an option to view snippets of new mail without having to open their inbox. These snippets often include the sender’s name, the email’s subject, and the first few lines of the main text. There are also software that feature preview panes that allow users to glance at the content of new emails to help them decide on whether or not to open it. Knowing this, you need to make sure that what appears in mail snippets and preview panes is enough to capture the interest of your readers. You can do this by positioning another heading or other interesting content at the top of each email and place supporting information below it.