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5 tips for email marketing to outshine your competitors
“You're building yourself a nice sized database of email recipients, they've all opted-in and are interested in what you have to say. Don't let them down.”
If you want to anger someone, send them a bunch of over-the-top, pushy sales emails... Daily.
It is important to get your email marketing right. Perfecting the art can take a while, but when you hit the right strategy, email marketing can become the best ally for your online business.
To help you out, we've compiled a list of handy tips so you can make the most of your email marketing efforts in your small business.
Subject Lines that speak
A good subject line can mean the difference between a 30 - 40% open rate and broadcasts that are deleted before they are even opened. As your first introduction to your mailing recipient, you will want to make a great first impression. The ideal subject line should clearly state what your recipient can expect from your email, what's in it for them or what action they should take as a result of the email. But with limited characters, this is not always so easy or even possible.
Begin by thinking about the contents of your broadcast and the message you are sending. What are you saying? How can you condense this message into a short and snappy subject line that interplays with your content and still stands out? Newspapers are a great place for inspiration. Not only does the headline summarise the article in a limited space, they are also written to grab the reader's attention. Note that what works one time, may completely bomb next time. So experiment, test and think outside the box.
Schedule Emails regularly
We've all been there. You excitedly subscribe to a newsletter/promotion only to have your inbox overflowing with marketing material from said company. It doesn't take long to hit the brakes.
Be a smart Email Marketer. While sending regular emails to your readers will increase the likelihood of them opening and clicking, it's a fine line before you end up bombarding your recipients with emails leaving them with a sour taste in their mind (and most likely unsubscribing or reporting your emails as spam). You'll need to figure out what your database can handle as far as regular emails. As a rule, make sure you send an email at least once every 90 days, waiting longer may mean a higher bounce rate.
Give your subscribers what they want
You're building yourself a nice sized database of email recipients, they've all opted-in and are interested in what you have to say. Don't let them down. Think of topics they could be interested in and cater to their needs. Don't over market, instead be generous in the information you provide - they'll stick around and start to see you as a valuable resource.
Personalise your emails
Customer relationship management systems like Infusionsoft and Business Catalyst allow easy personalisation. You can add first names into subject lines and email content. Statistics show time and again that emails with the recipients name in the subject line get higher open rates.
Track your email success
Keep an eye on your open, click rates, opt outs and complaints. You will want to know what you are doing right and where you are going wrong. Use this data to experiment and hone your emails so no email marketing effort is wasted.