Email marketing is a constantly developing process reflecting the change in wants, needs, and actions of the population. Many marketers have been guilty of abusing the email inboxes of potential customers and clients as email marketing evolved: they constantly sent emails to all potential customers, thus invading the privacy of their consumer base.
More and more emails end up going straight to the spam folder due increasingly aggressive filters from the internet service providers and email platform such as Gmail so it has become more difficult to get your emails seen, let alone read! Luckily the evolution of email and society has led to a recent resurgence in email marketing. Companies can now communicate with their consumers through a variety of different email platforms.
Any business or entrepreneur can benefit from a good email marketing strategy and the 4 tips below will help you to tweak your approach to email marketing thus giving you the boost you need to make your email campaigns more successful.
Try to keep your emails short and to the point as many consumers do not want to read long emails. Each email should address one topic only and be laser focused on that topic alone; don’t waffle – just stick to the point and get your message across as quickly as possible. Those who manage to get their point across quickly will keep the attention of their consumers and will increase engagement and thus open rates for any future emails.
Don’t email too often
Do you suffer from inbox overload? I certainly do as there are many marketers who insist on emailing every single day and sometimes even multiple times per day. And do you know what happens to them? If you’re like me I quickly hit the unsubscribe link! Communicate sparingly and if somebody hears from you less often, they are more likely to open your emails and pay attention to what you have to say when you do communicate with them.
Give Your Audience a Reason to Read
Your audience needs to have a compelling reason to read what you have to say. To that end, ALL your emails should be beneficial to the reader, whether that is in the form of information, a sale, or an offer that you think will benefit THEM, not you! Don’t become one of these spammy marketers who just send out emails like “My friend just released this great course/product on X,Y,Z so go check it out…. There is no benefit here for the reader and has me quickly clicking the unsubscribe link!
Know your Target Market
You need to work to know who you are talking to so that you can talk to them at their level, using their verbiage. The more you know about the person you are speaking to the easier it will be for you to connect with them. Connections are critical, especially when trying to introduce a call to action or increase their interest through an email strategy.
When coming up with an email marketing strategy, think about the whole process and not just 1 or 2 parts in isolation. How will you address your readers and what benefits will they get from reading your emails? If you can speak directly to your audience and give them a compelling reason to read and listen to you, your email campaign will be successful. So really take the time to get to know your audience to make your email marketing strategy as powerful and successful as possible.