Best Tactics to Use in Email Marketing
Is email marketing still relevant in 2022? While it may seem that email marketing has taken the back burner to social media marketing, email marketing continues to be effective for generating and maintaining relationships with potential and current customers. How, though, can you make your emails stand out against your competitor’s emails? Below are five of the best tactics to use in email marketing to boost your organization’s leads.
1. Write an Engaging Subject Line
The first thing your receivers will see is the subject line of your email. In order to entice receivers to open your email, you need a clear, concise and captivating subject line. Make sure your subject line also conveys the point of the email for two reasons. One, if your subject line is misleading, your receivers will no longer trust you and the quality of your content. Two, in order to get receivers to take the time to open and read your email, they need to see what they will gain from the email. This is why you need to make sure your content first benefits the receiver instead of solely promoting your company. Otherwise, it will be difficult to gain receptive and loyal subscribers and customers.
2. Personalize Every Email
No one likes a generic greeting in an email. Using “dear customer” or “hello member” makes the recipient feel like a person in a crowd instead of an individual.
In Forbes’ article, “10 Tried-And-True Email Marketing Tactics That Actually Work,” by their expert panel, they recommend using the receivers’ slang by personalizing emails based on generations. Forbes also suggests highlighting recipients favorite products or giving discounts or free products on their birthday to further personalize your emails.
Pamela Vaughan also discusses personalizing your emails in her article, “17 Email Marketing Best Practices That Actually Drive Results,” at HubSpot. Vaughan recommends using recipients’ first names in the address line to avoid general email greetings. Don’t worry though, if you have a long email list, there are tools you can use to expedite a more personalized greeting, says Vaughan.
3. Call the Receivers to Action
What is the goal of your email marketing? Usually, the goal is to get your receivers to take action by purchasing a product, using a service or interacting with your company. Every email you send should have a clear call to action for your recipients to take. Not only will this focus your email content, but it will also boost your email’s success.
Vaughan also recommends in her article to keep your call to action above the fold of your email. Above the fold means that the content appears before the recipient has to scroll down. While it would be great if every receiver fully read your emails, content that is above the fold usually gets the most attention. By putting your call to action there you should increase your conversation rate and intrigue recipients to keep reading, says Vaughan.
3. Optimize Your Content and Send Times
Optimizing your content and its send times is another tactic to use for effective email marketing.
Vaughan suggests optimizing your emails’ preview texts in her article. The preview text is the first few words on your email and appears next to the subject line. To optimize these few words, make sure they reflect the overall content of the email while also enticing the receiver to read more, says Vaughan.
The time your emails are sent can also affect your conversation rates. Forbes recommends finding the times that gain the most opens and engagement from your emails. While this may take some research, the effort will pay off when you find the optimal times, says Forbes.
4. Allow Receivers to Opt-Out or Subscribe
Building trust with your email recipients is one of the best things you can do in your email marketing campaign. To do so, have a clear way for receivers to opt-out of your emails or subscribe to them. No one likes to receive email upon email from a company they have no interest in. If they keep receiving unwanted emails, they will form a negative impression of your organization and will be less likely to change their opinions.
Vaughan also recommends avoiding sending emails with a no reply address. Using a no reply address goes against CAN-SPAM (legislation about email marketing). The danger of no reply emails is that recipients can’t opt out of any emails or respond if they need to. Instead of doing this, Vaughan suggests having the sending address be an actual person’s name comply with email regulations and to further personalize your emails.
On the flip side, allowing recipients to subscribe to your email lists will provide you with a clearer idea of who is engaged with your content and company.
5. Design Your Emails
Typically, design is not the first thing that comes to mind when writing emails. However, having a well-designed and branded email can make your content even more engaging.
Kristen Baker discusses multiple effective design tactics for email marketing in her article, “The Ultimate Guide to Email Design and 13 Best Practices,” at HubSpot. Baker recommends using an easy-to-navigate layout and responsive design to improve your recipients’ reading experience.
Having a well-designed email signature is another integral part of effective email design, according to Baker. She recommends including things like your company’s logo or an image along with the typical content such as: name, role, address, contact information and links to a meeting calendar and social media accounts. All of this combined with a branded and clear design will make your emails stand out from the rest.
Email marketing is here to stay. So, to make your email marketing campaigns as effective as they can be, try out these tactics in your own marketing strategy!
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