When a marketing method is relatively cheap and simple to do, it can be tempting just to get on with it and not worry too much about the results. But low cost does not mean low value – and that’s especially true when it comes to email marketing.
So if you have got into a rut when it comes to sending out your email newsletters, here are eight ways to raise your game and get better results.
1. Make a better first impression
Readers get two clues when they see your email in their inbox – there’s the name of the sender and the subject line. The sender could be a named person at your business or the name of your company. This, like anything else, can be tested to see what gets the best response. Then there’s your subject line. Avoid the obvious or anything salesy; instead come up with questions and statements that recipients can’t resist. You can A/B test subject lines to see what gets the highest response.
2. Measure, test and refine
There’s no guesswork with email. You can measure who opens and clicks on your newsletter and use that information to improve your marketing. With email, the main metrics are delivery, opens and unique click rates. All good e-marketing software provides this data. Statistics (and their significance) vary widely but a good result for delivery is over 95%, for opens it’s over 30% and for clicks it’s 10%.
3. Surprise and delight your readers
We all get tons of email and if we start to get bored by someone’s email newsletters, we switch off fast. We may unsubscribe but often, we simply delete those emails whenever we spot them without even reading them. If you want to keep your readers engaged, it’s vital to give them compelling content. Ditch the company news in favour of entertaining, thoughtful and helpful content.
4. Cut some words
Email recipients decide in seconds whether to click on the links in your email. Before you send your next one, try cutting as many words as possible and present the content in bite-sized chunks with compelling headings. Get their attention first and your recipients can then read the full content once they have clicked on the link.
5. Provide a call to action
Sales pitches won’t hook in readers but once you’ve got their attention, it’s worth offering clear calls to action such as special offers. If you want to maximise response, make sure your links and contact details are highly visible. Links should also connect to relevant landing pages on your website.
6. Are your emails displaying properly?
Well laid-out emails with images, text and words do better than plain text emails most of the time. But if they are not displaying correctly, you’ve got problems. This is where testing comes in again; most email service providers have tools to help you do this.
7. Experiment with timing
There are many theories about the best time to send emails. The conventional wisdom says to avoid the start of the working day – when your recipients are busy going through a full inbox and are most likely to delete anything that is nice not know but not essential. The same applies to times when recipients are likely to be winding down, at the end of the day or on Friday afternoons. But the only way to know for sure is to test times yourself and adapt your strategy accordingly.
8. Meet their expectations
Once you’ve started sending out an email newsletter, your recipients will come to expect it. Sending yours infrequently looks unprofessional; instead of being valued, it’s more likely to look like spam. So come up with a schedule and stick to it.
Rachel Miller is the editor of Marketing Donut.
Atom can create bespoke newsletters and compelling content to help you engage your prospects and clients. If you’d like a professional newsletter to be delivered to your clients each month, please contact Emma Jones at firstname.lastname@example.org or on 0117 373 6160.