What is the number one goal for your email marketing campaign? Typically it's some form of customer engagement that drives revenue.
As a co-founder of Firon Marketing, a digital marketing agency, I know that's easier said than done. The email game is not new and everyone is playing. Your customers are getting inundated by emails every day and the competition for attention is stiff.
But here are five quick tips to help your emails stand out in the crowd, based on my experience.
1. Know Your Audience.
If you don't know the demographics of your audience, your email campaigns probably won't work. You need to know what content they are interested in, what prizes they might want to win and what they're likely to find funny. This will allow you to avoid wasting money offering folks a discount to services they don't want-- something I did once.
If you don't know your audience you need to gather information about them. The best way to do this is to create a sort of marketing mousetrap.
For example, you can use social media or website analytics. On your business's Facebook page, click on "Insights" and then "People" to get basic information such as age, gender, location and more. Your website provider should have analytics available. And Google Analytics has a helpful "audience" tab. If you have an e-commerce store, you can use data about abandoned carts, wish lists and locations.
2. Be Short and Sweet.
Attention spans are short. Get to the point. Your reader will appreciate it.
3. Do Not Use Lengthy Paragraphs.
If you must write a lot, then do it strategically. Try to avoid long paragraphs or have a header that gives the point first. People don't always want to invest their time before they know what they're going to get from it. If they know what the paragraph is going to be about, then they can choose to read more if they're interested.
4. Be Consistent.
One of my favorite rules for all areas of life is consistency. Be consistent in everything you do, even if that means being inconsistent. We teach people what they can expect from us.
Can your customers expect an email from you every single morning at 5am or do they typically see an email from you once a week? Maybe they know that you do a monthly newsletter so whenever that comes they're excited to see the updates. Alternatively, you might send emails whenever you have something to say-- and you do it in a quick, fun, and engaging way-- so they don't learn to expect emails from you at a certain time or day.
5. Use What Works.
At the end of the day, use what works. Use subject lines that have the highest open rates. See what body content gets the most clicks. Most of the time, you can't go wrong with what's proven to work. Track the results and let the data lead you. And don't forget to have fun with it.
It's easy to come up with lots of creative ideas about how to market your product. That can lead folks away from the basics-- the tried and true strategies-- such as these tips, which are the foundation of any effective marketing program. If you stick to the basics you'll be well positioned to acquire customers and begin to test your more creative ideas in the future.