If you regularly send marketing emails, you may find yourself discouraged when the open or click through statistics are not what you had hoped. Many email services are now separating promotional emails from the rest, which can make it even more challenging to get noticed and opened.
The truth is, almost all users receive a lot of email every day. To get noticed, keep your subscribers, and make sure your email marketing is valuable, you need to avoid taking your subscribers for granted. Part of this is proving your value regularly. Here are five quick tips for your email marketing:
Make signing up easy AND painless.
Avoid long forms for subscribing. A user shouldn’t need to jump through a lot of hoops or spend more than a few seconds subscribing to your emails. You should also make sure that you are very clear about what the emails are for and how frequent they will be sent. Don’t mislead anyone. If you want to send more than one type of email, let the user select the kind they want to receive instead of being forced into all of them.
Make users look forward to your emails by being conversational. Provide a minimalist design that is easy to navigate. Use short paragraphs and subheadings for users who will be scanning your emails to save time. It also helps to have attractive subject lines—be simple, specific, and smart. Tell your users what they will learn or achieve by opening the email.
Only send a marketing email when you have something of value to say. Don’t send one “just because” or to ask something of your users. Make your call to action very clear in your email.
Give a reason for opening.
Make sure your users are benefiting from reading your emails. Offer a tip or a special reward, or outline a problem that you can solve for them. This is how you will build a relationship with your users over the long term. You can even offer something special for new subscribers or for loyal long term subscribers.
Review, review, review.
Once you send an email, it appears in your users’ inboxes and can’t be taken back. You can’t go back and edit it once it is sent. Take plenty of time to review your email beforehand. Get an editor to go over it and test it on many different platforms and devices to make sure that it looks right in every possible way.
Above all, there is no one formula that you need to follow for email marketing, because all users are different. But there are important steps you can take to make sure that your emails are valuable.