Without a good strategy in place, email marketing can feel like a real chore. If you’re a small business owner or an overworked digital marketer, it’s easy for this task to take a back burner or go underutilized. That being said, email marketing remains an essential tool in our digital world, and can have a huge impact when used correctly. That’s why it’s important to craft a beautiful, actionable email that entices your audience to click through.
Here are our four email marketing tips to get started.
Personalize, Personalize, Personalize
In today’s day and age, everyone wants to feel special. That’s why, whenever possible, we recommend that you personalize your emails! Personalization makes the email feel more important, and allows your consumers to feel like you are speaking directly to them. In short, a well-placed personalization token can make your mass email blast feel a little less massive. Today, most email softwares have a built in tool that will automatically insert the first name of the recipient in the body of your text (or use a generic term like ‘friend’ when the recipient’s first name is unavailable). You can also customize emails according to other information that you collect in your lists, so be sure to keep your database up to date.
Clarity over Catchiness
Don’t get us wrong - creating a catchy email is key. That being said, it is crucial that you balance catchiness with clarity when writing your emails. Funny, cute email copy will fall flat if not supported by clearly communicated information. To avoid this crucial error, we recommend drafting a “bare bones” version of your email in which you communicate the key ideas as succinctly as possible. Only after you have clearly mapped out the content of your email should you think about the entertainment value of how you communicate that content.
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Give the People What They Want
A well-written, personalized email means little if it doesn’t get opened. Just like all other parts of your marketing strategy, your emails should feature content that is interesting and valuable to your consumers. If you aren’t providing your lists with information that benefits them, your emails are less likely to get opened and subscribers are definitely not going to take the actions that you’ve asked them to perform.
Match Your Email to Your Brand
The sad truth is that many small businesses send ugly emails. While we’d like to be able to tell you that looks don’t matter, that’s just not the case. Once they’ve opened your email, consumers decide whether or not to continue reading, and eventually click through, based on how well your email communicates your brand. A good email should not only be written in your brand’s voice, it should also be designed to match the tone and aesthetic of the rest of your communications. If your business has set colors, try designing the layout of your emails around these colors - this will provide a visual cue that lets your customers know when they are dealing with you.
Emails can get overwhelming. If you’re feeling stressed about handling your inbox, read our top tips to handle yours like a boss.