There are many reasons to send marketing emails. They’re a powerful tool when created effectively.
Here are my top three reasons to try an email marketing campaign for your business:
- Generate increased traffic: Sending an email can alert and encourage recipients to your website and/or social media channels to read your valuable content.
- Stay top-of-mind: Sending an email keeps you in front of your customers and prospects. You never know where someone is in their purchasing decision, so sending an email to provide relevant content is a way to let them know you are ready when they are.
- Leads: Emails can help with lead nurturing; consider the ways you can identify your leads who have the most purchase intent and provide content that ‘leads’ them towards what they are seeking from you.
How To Do It
So, why are so many companies struggling to send effective emails?
Below is a list of tips for creating a winning email campaign that is both strategic and will be appreciated by your recipients:
- Start with a clear, attention-grabbing subject: The subject line – right out of the gate – is the first thing we see. We make our entire decision to read your email based on your subject line. No pressure, but this one line needs to stand out, be brief and get right to the point. Also, it’s important to avoid using words that will land your email in the spam folder. The list is obvious (here is a link to a list for 2021), but for example, avoid words such as “free”, “call now” and “subscribe” in your subject line.
- Give it a human touch: The very worst emails are the ones that don’t give the senders’ information, which is a high indicator of spam. The best signatures include a name, title, company, address, contact information and some even include a headshot to absolutely let me know it’s from an actual person! In a communication between real people, the “from” email address should also be someone’s name, so experiment with how you think your email should be sent in a warm and personal way. It goes without saying that this effort will lead to more people opening your email.
- Elements of your brand: Your recipients shouldn’t have any doubt that this email is coming from your business. Design and use an email template (or we can design one for you) that is consistent with your branding including your logo, colors, tone of voice and graphic elements. Anything less will not look professional or legitimate!
- Call-to-action: What steps do you wish readers to take after opening your email? Make your call-to-action (CTA) specific and clear; avoid being vague.
- Include your social media links: To further expand your reach, make it easy for people to connect with you on social media. This also gives you a chance to grow your audience, and for them to follow your company updates.
- Images are important: Put some thought into choosing an image that is engaging and related to the email’s content.
- Privacy policy: Make sure you include a link to your privacy policy on your website to give your email contacts peace of mind, and let them know security is important to you.
- Include a way to unsubscribe: This is a must. If you don’t do this, you’ll be violating CAN-SPAM regulations and will damage your reputation — not to mention cost you quite a bit in penalties.
- Be you: The email should feel like it is from you/your company in its tone and style. Every business (and every person in every business) has their own personality and tone of voice. I know the phrase “be authentic” is over-used, but it is true and good advice here. What makes an email feel like welcomed information – as opposed to spam-y – is your best effort to be informative, entertaining and warm. I know when I receive your email that you’re sending the same message to everyone on your list; I get that. However, if you can write it as if you are speaking just to me and my needs, you will see the difference in your opens and results.
So, how did your email marketing efforts hold up to the above suggestions? Do you see anything missing or areas for improvement? Great! Meanwhile, if you need any help or have any questions, please don’t hesitate to reach out. We’re always here to help at amy@elementsdesign.com or 203-776-1323.
– Amy
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