For email marketers, there’s one email strategy that proves to be both effective, but cringe-worthy at the same time. Any guesses? We are referring to the email blast.
Don’t get us wrong, we are not saying that you should stop sending email blasts; rather we want to reframe your thinking about email blasts.
The tips we enunciate below will help you rethink the ‘email blast’ and improve your email marketing strategy to ensure that your next email not only gets delivered but actually convinces your recipients to act.
Before you send your next email, ask yourself, “How would you feel being a part of an email blast?” You’re not supposed to ‘blast’ your recipients with unnecessary information; you must provide them valuable content that can persuade them to do business with you.
Rather than just churning out information, think of email campaigns as a way to interact and engage with your customers and build relationships. Consider the interest of your recipients and always keep them in mind when designing your email campaigns.
The first thing your recipients will see when they get your email is the subject line. It’s one thing that will decide whether your email gets opened or ends up in the ‘junk’. A subject line that’s well optimized will immediately capture the attention of your recipients and compel them to open your email.
In order to optimize your subject line, design it in such a way that it addresses the concerns of your readers. For example, if you’re sending an email to creatives who are looking for original content that racks up likes on social, you can use a subject line that says, “Engage your social audience with crave-worthy content”.
Another thing you can do optimize your subject lines is make them more personalized. For instance, include the first name of the recipient or the name of their company. Recipients are more interested in emails that are personalized, therefore you’ll have a higher chance of your email being opened by recipients.
To make emails more relevant for your readers, you must show them that you’re aware of something about them – what their name is, what their preferences are. Do this in such a way that your recipients understand that you know their problem and can help them solve it. You can achieve this with personalization.
Personalization does not mean that you should just address the email with the first name of the recipient. Leverage the behavioral and demographic data you have about your recipients and include it in the email. You can use accounts that they’ve worked on previously, the name of their company, their location and the pages they have viewed on your website. Be creative! Customize your message to suit the interest of your recipients.
The body of your email must clearly convey your offer and why it is valuable for your recipients. So, what you must do is use brief and compelling language. Tell your recipients an interesting story or use statistics to emphasize your point. Also, make sure that your email isn’t visually dense as it would make the reader lose interest. Keep it interesting and light.
The purpose of your email is to increase your conversions. Therefore, you ultimately want your recipients to take action. That’s only possible with a perfect call-to-action.
In order to optimize your call-to-action, make sure that it is visually distinctive and prominent. Also, design it such that it stands out and captures the viewer’s attention. You could also include multiple buttons and links throughout your email that would direct recipients to the same page. This will increase your chances of recipients clicking the link and performing your desired action.
You have a powerful marketing tool in the shape of email blasts; all you need to do in order to be successful with it is reshape your strategy. Pay attention to the elements we have pointed out and optimize them and you’ll be able to greatly increase your conversion rates through email blasts!
Lindsay has been with Agency Access for seven years. After a transition from Campaign Manager where she managed multiple client campaigns, she found her home as Marketing Manager. She enjoys working in the creative world and bringing her Public Relations background to the forefront.
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