5 Steps to Better Email Marketing
It is no secret that marketers sometimes ruin everything. Once a campaign starts to work, we copy and paste it and apply what worked into every single new project. It worked once right? Let’s do it again!
Postcards, magazines, ads, radio spots, email, Google Adwords, and now Instagram posts are even being pilfered. The good news is, if you are able to continue to do any of these things correctly, your marketing can still be effective. Marketing and sharing your story will always help you grow your business. Business leaders just need to be more strategic and specific about how they implement these campaigns and for what purpose each campaign serves.
Email marketing can be highly effective. That's why CMO’s say that they will increase their email marketing budgets in 2017 more than any other marketing medium.
Seemingly, this method of communicating is most ripe to have a dramatic shift. Gone are the days of 97% open rates when everyone consumed each message because AOL told us “You’ve Got Mail.” Think about how exciting that was when you logged into your AOL dial-up account and that voice told you that you had a message. You opened every single email!
Today, there are five elements that you need to accomplish in order to give your email the best shot to be opened and well received.
1. Target the right people
Before you start a campaign, define who your audience is. Once you define who they are, go out and find them. Use LinkedIn to connect with your best prospects and their interests to help you find similar types of people to reach out to.
2. Make sure your target audience knows who you are
If you used LinkedIn to connect and define your market, then your contacts at least have a general idea of who you are. It also means you most likely have the best email address to contact them as well. Use this with great responsibility. Just because you have their email, it does not give you permission to send SPAM.
3. Make your email personal
Even if it is more of a broadcast note, spend the extra time and money to update your CRM or email platform to allow you to send emails where you can build in merged fields. “Hi Karen” is way more personal approach than “Dear Valued Client.” Don’t be too casual, but make the email specific to the recipient.
4. Be direct about the value you are bringing and the reason for the email
People are busy and they want to know your intention and if your value is something that will actually help them. In your first two sentences, be sure to identify yourself and what the value is for them to keep reading.
5. Create a clear call to action for your reader to follow
Too often people will send notes to give a self-indulging update or a look at what we did milestone that is self serving. If your email fits either of those, don’t hit send. Be clear and direct about what you want the reader to do. Tell them how to click the link, download your book, read your post or buy your stuff. People need to know what you want them to do.
Stick to these five principles and your email open rates and click-through rates will increase. At the end of the day, live by the golden rule of marketing and bring your customers and clients more value than they are paying for.