Email marketing is one of the strongest tools that a business can use to reach, engage and educate current and potential customers. Metrics allow a business owner to see how many views a particular email has, including click-throughs, shares, and more. It is a quick and inexpensive way to inform and educate your audience.
But if used inappropriately, this marketing tool could cause severe damage to a company’s brand name. Increasing the response rate of Email marketing campaign is a concern for every business owner. In this fast-paced, technological world, an email sent by your company could be competing with millions of others. Therefore, it is crucial to understand what is relevant to your customers in your email message. The following are some tips provided by Forbes.com contributor Kate Kiefer Lee that will help small businesses and entrepreneurs to improve reach, click-throughs and conversion rate for your brand
Convenience for Mobile and Tablet Users
The increasing usage of smart phones and tablets is an indicator that many individuals are connected to technology, regardless of being physically present in front of a computer. If your company’s landing page is not accessible to a user on his/her mobile phone or tablet, there is a high probability of losing the customer. Business owners need to make sure that the landing page experience is creative and seamless on mobile phones as well as tablets. This allows mobile and tablet users to take action from their devices.
Mind Your Subject Lines
Using keywords that are relevant to your company’s customer base can help to compel individuals to open an email. Be sure to use industry keywords/phrases strategically (do not overuse!)
However, although you want to use the language familiar to your customer, having long subject lines can sometimes deter a customer from opening an email. Not only does it look like a business just trying to make a sale, longer subject lines also tend to get cut when viewed from mobile phones. Be creative—an original, innovative short subject line can go a long way.
Less is More
In today’s fast-paced, technology-driven world, it is safe to assume that you may not have the undivided attention of your readers when they open your message. Rather than writing long paragraphs that readers have to scroll through, use short subject lines, subheadings, links and images. This will help to make the email easier to scan and will also make the message more attractive to the eye.
In the social media world, it has been said that “content is king”. Sending your target audience content relevant to them would also allow your message to attract attention from its reader, and perhaps encourage sharing or forwarding to others in that industry.
It is important for all companies to be familiar with the CAN-SPAM Act, as outlined by the Bureau of Consumer Protection. This will help your business to avoid trouble caused by the “spam” rule. Business owners are only allowed to send emails to customers who have signed for the same—sending messages to an individual/group who did not sign up for receiving emails will be considered spam. To help avoid this, it is important to make sure that every email sent out provides an unsubscribe/opt-out option in case a user decides to discontinue service.
What types of techniques have you used when creating your email marketing strategy? Is there anything that stands out as being most or least effective when reaching out to your customers through email marketing?
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Thank you for reading, and until next week… stay WISE!