Email Marketing Tips
No matter if you are a B2B or B2C, email marketing is a great way to stay in touch with current customers and business colleagues. There are numerous ways you can provide value to your recipients. They can receive special deals or coupons as part of a VIP program, or tips and education as a trusted resource provider.
Engagement makes all the difference with those who receive your email. Often I’m asked by clients, “Why can’t I just buy an email list and send it?” Businesses must stay compliant with the CAN-SPAM Act which was created to protect consumers from unsolicited email. This allows subscribers to opt-in from a signup form or text message program and a way to opt-out from your email. By not abiding by the CAN-SPAM Act, you run the risk of having your email blacklisted by the service delivery providers.
The value of information in your newsletter is key. We write content for our clients and it is important to research relevant topics and create content that’s personalized and relevant. For example, in our marketing calendar, we offer the first of the year we share monthly awareness events and marketing activities. By taking the time to plan out your strategy you know what you will focus on in the months ahead.
Subject Lines Count
Emails start with a strong subject line. Be specific on what the email is about and use a familiar sender name. Actionable subject lines inspire recipients to click on the email by instilling urgency. Make the subject line short and to the point. Shorter is better, and if the message is about an upcoming sale, delineate the specifics in the subject line. If it’s about something else, be specific once again. Bad subject lines are one of the main reasons why emails don’t get opened, so don’t be among that group.
Be Concise And End Strong
As an entrepreneur who does a fair amount of email marketing, I’ve learned that being concise and brief are the keys to success. Breaking up long pieces of information into short paragraphs and bullets help the reader scan the email and read and interpret the most important points.
Email marketing shouldn’t just be a bunch of words. Graphics, pictures and video help to increase click rates.
Include A Single Ask
The reader should know exactly what it is that you want them to do. Some actionable items may include
- Click on a link to a specific blog post or website
- Schedule a call with you using a calendar link
- Redeem this coupon
- Grow your social media followers.
The goal of your email is to prompt the reader to perform some follow-up action.
If You Aren’t Measuring You Aren’t Marketing – Track Engagement
Look at your reports. If you’re tracking engagement on your email marketing, you will typically be able to send the right amount of information to the people who are engaged the most. Lack of response to a potential customer signing up to learn more and the potential customer receiving a response weeks later, doesn’t leave a good first impression. If a valued client’s email starts bouncing as non-existent – it’s a good time to reach out to see who the new contact would be.
Solve A Problem
What is your customer looking for? Where are their pain points? Offering advice on solutions to problems faced by your customers or colleagues will provide valuable content to those who receive your email.
If your email campaigns are lacking luster, or you struggle with content ideas, we offer marketing strategy programs to help you get started. Want to learn more – give us a call at 724-612-0755.
About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.