Smart marketers know that to stay top of mind you have to stay in touch! Email marketing presents a relatively low-cost opportunity for you to do so. And no, we’re not talking about broadcasting “spam” or unwanted communications that go straight to delete if they make it through the recipient’s email filter in the first place.
Instead, we’re addressing the emails you’ll send to selected targets who – through previous contact with you – have “opted in” for continued communications. But how to make the most of this opportunity to drive increased sales? Some tips:
1. Shorten up those email subject lines! In their study of 200 million emails, MailChimp reports that a count of 28-39 characters achieved the highest click rate.
2. Personalize your communications. Assure readers the message is from a familiar – and welcome source – by identifying your company (or yourself) by name in the email “from” line.
3. Keep it simple. Email software provider Litmus notes that more than 43% of email is now opened on a mobile device, making short, simple and mobile-friendly versions of your emails a must!
4. Give your targets a reason to read. Create email messages that are newsworthy. Provide a special offer, announce a sneak preview or extend an exclusive invitation. By giving email recipients a genuine reason to read your content, it’s not only more likely they’ll act today, but also remain receptive to your messages tomorrow.
5. Make it easy for readers to respond. Embed a link to a landing page where recipients can download a coupon, enter a contest or make a purchase.
6. Put it to the test! Take advantage of the flexibility of email by testing subject lines, offers and more to see which ones earn the highest open and/or response rates.
7. Track your progress … or lack thereof. Most email providers can help you monitor all sorts of performance metrics. Increases or decreases in open rates, click-through rates, spam percentages and other data can help you fine-tune your future efforts.
A final tip if considering email marketing? Go for it! The Direct Marketing Association reports that 66% of online consumers have made a purchase as a result of an email message.
Need help getting started or improving your current efforts? Give us a call.