Email marketing is a valuable tool in your web arsenal. A big mistake that companies often make is to send off boring, blanket emails. The readers hit the delete button even before they finish that first line. There are a few tactics to make your readers feel more like they are not just some name in your database.
Make them feel like people, not numbers
Personalize your greetings so it’s not just something like “Dear Customer.” Make sure you reference the name that they provided in the signup form in your greeting. It instantly makes them feel more connected to the material. Another way to do this is to establish a connection is to provide clear information in the “From” section of the email. Where is this email coming from? Who sent it? An email address that is a mix of letters and numbers sets off huge spam flags.
Small tactics with big impact
You email is packed with great info. Maybe you describe a special offer or exciting news about new products. The webpage content rule that you should divide writing into short bits is even more important to email marketing. Keep the paragraphs short and to the point. Don’t open up with huge, useless introductory paragraphs. Get right to the meat of the email.
If you are offering any promotional deals or special discounts, make sure these sentences are bold. Make them easily distinguishable from the text. Making your special offers eye-catching is perfect for the average reader who will just scan the newsletter for deals.
Add a mailing list signup link in all of your emails. You might think this sounds useless, since the people reading the email are already a part of your mailing list. But many readers will forward your email to their friends, particularly if you offer special deals. This is a great way to increase your mailing list—and customer base. Along the same idea, include a link back to your website (you’d be surprised about how many people forget this) as well as links to your Facebook, Twitter, or other social networking pages, if you have them (and you should).
Some (seemingly) counter-intuitive suggestions
Many companies send off huge emails that are packed with images. And the images aren’t really important—just some stock photos and a company logo. It might seem odd at first, but sending off an email free from images actually can make your email more memorable. Especially in the world of mobile web, most people won’t load the images from those emails on their smart phones because they take forever to load. But the formatting of these emails often looks terrible without these images—which instantly causes your readers to think that the email was hastily put together by an unprofessional web team. Stick to clean, image-free (or image-light) emails. A small header graphic or company logo at the end of the email is be all you need.
Add the unsubscribe link at the top of the email, instead of the bottom. This instantly leads your readers to trust you. This is also essential in reducing your appearance in spam email reports. If someone has to hunt through your message for the unsubscribe button, they will look for two seconds before just reporting the email as spam. You certainly want to keep them engaged with great content. But if they want out—make it easy for them. It will substantially lower instances of spam email complaints, and lend to your credibility.
Keep these tricks in mind when creating your email marketing strategy. It’s all about escaping the pitfalls of cookie-cutter emails and making your readers feel like the valued customers they are.
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