Email marketing is a powerful tool if used strategically. Email marketing has been abused by many businesses because they have not used it appropriately and this has de-sensitized the target market when it comes to paying attention to emails. However, Email marketing has the ability to produce a high return on investment in comparison to other methods of marketing if done well. Some areas to consider when marketing your business via email are as follows;
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Subject Line
Subject line is the number one thing that captures the attention of your audience. Some spam emails get clicked on because of their subject lines. A subject line that piques the curiosity of your recipient is very likely to be opened and possibly shared if the rest of the content is as captivating.
Use 5-6 words in your subject line and be sure to concentrate on key phrases you know your customers would be interested in. Words like ?Free,? ?Save? and ?Win? should be completely avoided in your subject line as that immediately looks like spam and causes these clients to delete them.
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Wrong Target Audience
Imagine sending an email to a food and beverage company talking about the benefits of using certain materials for construction. The probability of getting any ROI on that email blast is next to nothing. Ensure that the email blasts that go out are being sent to a targeted audience.
When clients fill out forms on your site, be sure to put them in drip campaigns that pertain to the forms they filled out. For example, if they filled out a form requesting information on mortgage rates, be sure to send them information about mortgage rates.
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Teaser Information
When composing email marketing pieces, the idea is to send teaser information and not all of it. Have one idea explained in the email and mention other ideas that would leave them wanting more information. The more information would be provided through hyperlinks to your website where they can access more information or call you to get more information.
This concept also helps you keep your emails brief and to the point. Readers of the web scan through information as opposed to reading in detail so ensure the purpose of the email is well highlighted.
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