Email marketing is one of the most effective marketing tools for many businesses. According to a study by ExactTarget, 77% of consumers prefer to receive
We’ve outlined a handful of tactics you can use to ensure that your messages are designed not only to engage newsletter readers, but also to inspire them to take action.
1) Identify yourself – Your email campaign will fail if you do not tell the recipient who you are and why you are contacting them. Scads of copy has been written on writing a winning subject line, but if your prospect or customer doesn’t recognize you, most email newsletters will go unopened, regardless of the offer.
2) Keep it short and to the point – A precise concise subject line followed by short declarative sentences should keep your readers opening your email and moving them through the copy to your desired outcome. Not surprisingly, Mailer Mailer discovered that short subject lines (4-15 characters) had the highest average open rate (15.8%) last year.
3) Develop trustworthiness – One simple way to achieve this is to identify on your sign-up form exactly what a subscriber can expect and the frequency of your newsletter. Then, regular communication will solidify the bond (assuming you consistently provide value.)
4) Create visual appeal – We’ve all become a lot more visual and consumers’ expectations have risen accordingly. There are any number of excellent email service providers who offer both beautiful templates as well as the ability to customize the HTML to create exactly the look and feel you want.
5) Segment your list – Most likely, your email newsletter will serve more than one purpose. You do not want to cram in educational information with event reminders and end with a postscript inviting them to take a survey. For B2B companies, you want to differentiate between prospects and customers at a minimum because they are at a different stage in the buying cycle; one needs to be nurtured and the other represents a possible up sell.
6) Provide a clear call to action – If you’ve done all of the above, it’s a simple step to “ask for the order.” Whether it’s a simple request to click through to read a blog post, watch a video demo or share on social networks, make the desired action simple and clear. The CTA isn’t always “buy now.”
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