When used right, email marketing can build both relationships and profits. You should use email to improve upon an existing relationship with your subscribers by providing valuable information to help them take action on their goals.
Email marketing isn’t just about you or your company – it’s about your customer. If you apply this mindset, your subscribers will not only open your emails, but they may look forward to reading your content.
While many people don’t think twice about the formatting or subject line of an email you send to a friend, email marketing requires more consideration. So, here are some tips to improve your open and click-through rate:
An enticing subject line should speak to the audience directly and promise them something that stands out amongst tons of other messages in their inbox. One of the best ways to go about this is with email marketing tools that personalize your emails.
Many email marketing platforms such as MailChimp and GetResponse allow users to add placeholders that will be replaced with client-specific information, such as inserting their name into the subject line to make it look as though you wrote the email just for them.
According to Accenture, 91 per cent of consumers are more likely to purchase from brands that send personalized emails.
In digital marketing, a call to action (CTA) is both an appeal to get the reader to do something AND a button or hyperlink text that directs users to a landing page or a website. It tells your readers exactly what they should do after reading the email. Whether you are sending a newsletter, thanking a customer for their purchase or reminding them about their cart, an email should include a CTA to spur interactivity between you and your audience.
Some examples of CTAs are:
Even if you implement the tips above, your email campaigns will fall flat if you don’t fill your email with relevant and useful content. Make sure your message resonates with the needs and interests of your audience.
When we need help understanding an audience’s interest, we use the Topic Research tool by SEMrush. It allows you to see what people type when searching for a specific keyword or phrase. Using this tool will make your content more relevant to the audiences you’re trying to target.
Creating successful email marketing takes effort. It’s a combination of good planning and analyzing data to enhance your campaigns, but the only way to learn and improve is to get out there and apply these email marketing tips yourself. So, start emailing!
Don’t think that email marketing is up your alley? Don’t know where to start? Contact us today. We’d love to work with you on your email marketing strategy.
We run campaigns and marketing for our clients wherever they do business around the world. We serve as expert local counsel for national and international clients looking for marketing and communications services in the Canadian Prairies.
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