Email marketing can be a powerful tool for reaching your audience and converting leads into sales. Thanks to online platforms that assist with everything from layout and design to analytics tracking, crafting a professional-looking marketing email has never been easier. Getting potential clients to open and respond to an email is another matter.
If you’re struggling with low open rates and poor return on investment for your email marketing dollar, it may be time to change your approach. Use the following tips to create and send the kind of emails your customers won’t be able to ignore.
It goes without saying that a recipient must open your email before they can respond to it. This first step is the biggest hurdle for many marketers. To entice readers to open your message and engage with the content inside, a compelling subject line is a must. A quality subject line will spark curiosity and engage with the needs of the target audience. Try highlighting the key value items from the body of your email (such as a sale or promotion) while striking a tone that plays on your reader’s fear of missing out. Here are a few examples:
A well-executed email can be an incredible marketing tool.
- “Don’t miss 20% off!”
- “It’s not too late to land these deals”
- “A special offer just for you awaits…”
Now that your email’s recipient is hooked, it’s time to reel them in with a personal touch. The first line of the email is crucial. This is the space that will either encourage the reader to keep going or cause them to check out. Use this space to create an air of familiarity. Organize your various contacts into lists that will allow you to target by demographic, and then customize your message to fit the audience, i.e.: “We’re extending this welcome to residents of the Wilmington area,” “We hear from members of the nursing community enjoying our product every day,” etc.
With the reader’s attention secured, it’s time to let them know why they should engage with your goods or services. Include some copy that speaks confidently to the problem they are experiencing, and how your business or organization is perfectly positioned to address their needs. Or instead of a direct approach, consider building goodwill through a giveaway or promotion that is found only in this email (and be sure to emphasize this fact). Exhibiting your brand’s value to the reader will give them a reason to trust you for future business, or at least stoke their curiosity.
Call to Action
Forgetting to include a call to action is one of the biggest mistakes an email marketer can make. To get potential customers out of their inbox and into a sale, it’s important to provide concrete instructions for what comes next. Keep calls to action as simple as possible, including links to next steps. Try to stick to one call to action per campaign—this will make gauging your success easier and increase the chances that your recipient will follow through.
Still feeling a bit lost when it comes to crafting effective email marketing for your brand? TriAd is here to help with everything you’ll need to hit “send” with confidence. Contact us today to learn more about our extensive email marketing services.