An email marketing campaign can make a huge difference to your bottom line. The stats show that email marketing is highly effective; but only when you do it right. There’s some bad advice out there, and here’s some you should never listen to:
Set It and Forget It
Some people set up automatically generated monthly or quarterly email blasts and then ignore it. Even if things worked beautifully the first few times, that doesn’t mean it’s always going to work just as well.
Constantly evaluate where you are, how effective your email marketing campaign is, and where there’s room for improvement. Keep a close eye on the general cultural climate to make sure nothing you’re saying accidentally hits the wrong nerve or could be taken the wrong way.
Skip the Welcome
When someone first subscribes to your email list, you have the perfect moment to engage with them. You’re already on their minds and they expect you to communicate. This is the perfect moment to let them know you notice them. Instead of waiting a month to send out your regular email, by which time they may have forgotten they even subscribed, engage with them immediately, telling them exactly who you are and what they can expect.
Say Everything You Want to Say
You may have a lot of good ideas, but most people scan their emails; particularly if it’s obviously from an email list. If you have too many ideas, concepts, or unrelated items of information stuffed in one email, no one’s going to understand what you want them to do. Worse, they may feel overwhelmed by all the things you apparently want them to do and just unsubscribe. Decide on one clear message for each email and then stick to it.
Be Cagey With Your Call to Action
Calls to action work, so don’t bury yours. It should stand out, be clear, and have a sense of urgency about it. Some people advise you to hide your call to action so it doesn’t appear like a sales pitch. While it’s always a good idea to make sure your email isn’t the digital equivalent of the stereotypically annoying door-to-door vacuum cleaner salesman of the 50s, your call to action needs to be out there so readers know what to do.
Email Is Informal
Some people wrongly equate informality with a lack of professionalism. True informality builds trust; a lack of professionalism loses it. Informality is about having a friendly and conversational tone. A lack of professionalism is just sloppy and amateurish. Always check your grammar, avoid using boring stock images your readers have seen many times, don’t include spammy attachments, and avoid an email that blinks and glows with multiple colors and font styles all at once.
Industry Language Makes People Feel Included
You may have gotten advice at some point to use some of those clichéd industry phrases that people are used to associating with business. There is a mistaken notion among some that using these kinds of phrases makes the recipient feel as if they’re part of a “special club.” Not only is this wrong, but if you use this kind of clichéd language, you risk your email going unnoticed among the marketing emails filling people’s spam boxes.
What you’re offering is unique. Make sure the language of your email, and its subject line in particular, are professional, unique, personal, and avoid sales heavy language.
Craft the Perfect Email Marketing Campaign
Get your email marketing campaign off the ground and doing good things for your bottom line. Reach out to Wren Interactive today to find out how we can help your small business with affordable online marketing solutions that give you the competitive edge you’re seeking.