Email marketing is one of the traditional marketing strategies that marketers have been using since the inception of email. Although it will not be going away anytime soon, the popularity among recipients has declined over the years. This is due in part to the amount of email blasts audiences receive in a day, and with such a high volume, email marketing tends to come off as spamming and annoying. That users are more privy to avoid rather than engage in the email that was carefully crafted.
Crafting an amazing, attention grabbing email is one thing, but to make the recipient want to open it and engage in the content within the email is a whole different ball game. There are a few strategies marketers can implement that will allow email marketing campaigns to be successfully delivered without gearing towards the negative traits that email blasts have been entailing. Below are four different methods to consider when creating an email marketing campaign that will better suit your recipients.
Use Permission-Based Marketing Tactics
When considering email blasts for your marketing strategy you should always conduct these blasts on a permission-based platform. This means that you are sending emails to recipients who actually want to receive emails from your business. If you do not follow this practice and send out emails to a purchased email list then you could potentially be marked as a spammer. Just like the reputation that comes with the word “spammer,” being labeled as one is bad for business and your brand. It will deter people from even considering opening your email newsletters.
What you will want to initially do is to build a permission-based system to keep your subscribers engaged as well as building a long and healthy relationship with your audience. To ensure this relationship, you will want to have opt-in and opt-out pages on your website, welcoming emails to the newsletter and providing rich content to your email list. Do research as each program for email marketing is different and be sure to never use purchased email lists.
Add Personalization with Segmented Lists
As your email subscribers starts to grow you will want to cater specific emails to different recipients. Every person on your email list has their own preference of tastes and appreciations. This makes it hard to write a good newsletter that will appeal to the masses, so why bother when you can write emails that you know will have a higher open rate?
By segmenting your email list into different groups you can now have an email that will be written for those individuals based on their interests and likes. By knowing what they like and are interested in you can add a personal touch to your newsletter or blast. Adding a personal touch gives an incentive to the recipient to open that email to engage with the content stored inside. Check with your email service provider to check to see the segment options they provide as most providers offer this feature.
Always Use Call to Actions
No matter what the content in your email refers to, there should always be some type of call to action (CTA), even if it is a button that will lead to a like on Facebook or to send users to a certain page of your website. The only thing with this is that you need to do a lot of research and testing to see where in the email is a good place to have your CTA. You want to make sure that at the end of the day your email gets your readers to engage and convert to what ever the goal of your email is to do. Whether it is filling out a form, liking a social media page or just driving traffic to your website.
A great way to make sure the CTA is engaged is to make it so that you are offering your readers something to do, rather than being told something. Have your email have simple copy while asking the recipient to participate in the purpose of the email.
Rename Your Email Campaign
When trying to increase engagement with your email marketing strategy you may want to consider renaming your campaign. Instead of using “email blast” try to make the emails seem more professional and person by using terms such as “newsletter,” “weekly promotions,” or coming up with a name for the newsletter that relates to your company. For example if your company is named “Lakewood Cleaners,” you could have your emails with the title “Lakewood News.” This will inform your readers of the type of content they should expect to see in the body of the email.