Email communication is an essential aspect of many modern marketing campaigns. While companies have been corresponding with consumers through email messages for decades at this point, many professionals still struggle to write effective marketing emails. With that in mind, today we’ll take a look at a few key strategies that can improve your click-through rates and overall campaign engagement. Check it out here:
Research Your Audience
Email marketing does not occur in a vacuum. By that, we mean that the best email content is tailored to a specific audience for a specific purpose. Remember that no two companies will share the exact same target demographic. For example, a business like The Bunion Cure, which offers innovative bunion treatments, will have a much different customer base than a company that sells office supplies. Marketing research should inform virtually every aspect of the email marketing process.
Get the Timing Right
Once you’ve established who your audience is, the next logical step to email marketing success is to figure out the best time to contact your potential customers. Some businesses choose to operate in a mostly seasonal fashion. Others use their emails to promote sales and special offers. Regardless, you should have a cogent and consistent strategy for when you schedule marketing emails. Note, try to send emails when recipients are most likely to read them.
Keep it Brief
Very few consumers will have the patience to read a 500-word email from a company. Though it may sometimes be difficult to get your message across in just a few sentences, do your best to connect with your readers quickly. Save the details regarding your product or service for more appropriate mediums like blog posts or pillar pages.
Be Willing to Walk Away
Not every quality lead is going to translate into a sale. As frustrating as it can be to email certain leads time and again, it’s important for professionals to purge their email lists of unresponsive contacts at least once a year. Before you remove someone from your contact list, though, be sure to send them one final email before you move on.
Provide New Information
No business can afford to send out marketing emails “just because.” Rather, the marketing campaigns that produce the best ROI exist for a clear purpose. Whether you’re trying to promote a new product or connect with old customers, there should be a very good reason why you’re writing to a group of consumers. What’s more, copywriters must keep that reason in mind when they create email content. The clearer, the more precise, and the more informative your emails are, the more likely your audience will respond positively to them.