Many businesses pay a lot of attention to email campaigns, since they are still efficient and help to generate leads and increase sales. So why should your business ignore this type of marketing? Obviously, you shouldn’t do that. However, a lot of email campaigns till date were not very much successful. To be efficient and help your business grow further, it is crucial to make some small changes. Because small changes can make a huge difference! So let’s start.
If you check your Spam folder you will most probably find countless emails sent from generic email addresses, like info@, sales@, contact@… So the first secret of success is to use personalized email address while sending emails to your subscribers. This will increase your open rates and make a closer connection with the subscriber.
Also, it is crucial to personalize your context. Dump the sales jargon, pitches, and tactics and write your email like a real person. Your email should sound as if you were sending an email directly to this one person.
And don’t forget to include your headshot and contact information at the bottom of your email along with a friendly and personal salutation. Keep in mind that even though the goal of your email is to sell your product, people buy from people. So be personal.
2. Focus on your headline
It won’t bring you a lot if you spend hours creating an email from research to design and then simply slap the first title that comes to your mind on it and hit the send button. Your email title should be something like an old school newspaper headline. It should sell your email to the subscriber. Yes, I mean it should sell your email and not your product. Because the email title is the determining factor in the subscriber’s decision process – either to open and read your email or hit the delete button. Or even worse your subscribers may decide to hit the spam button.
So before sending emails, create and discuss several email titles with your colleagues. Choose the most powerful one and we are sure your campaign will become much more successful with this properly selected catchy title.
3. It’s not about you
In other words, your subscribers don’t really care about what you are selling. What is much more important for them is how what you are selling will benefit them or create value for them. Understand the difference? The same works for blogs. For example, we are not selling you anything directly. What we do is providing you some sound advice. And now it is your turn to decide – if this content provides value to you, you may like to contact us to help you with the design for your next email campaign. So remember value instead of selling.
4. Segment your list
None of the above-discussed changes will actually work if you don’t segment your list. Start the segmentation with separating your customers and prospects. Then take your customer list and do the further segmentation based on products your customers have purchased or even by their last purchase. And for your prospects segment your list based on buyer personas.
Once you segment your list by buyer persona, target directly to each persona – customize your messaging and the products to their interest.
5. Less is more
Remember what we have just discussed in point #3? Your subscribers don’t care about what you are selling. And they usually don’t have time to go through all 20-30 different topics and images crammed into your email one-by-one. What to do then?
- KISS. Your email should be short and simple. Only then it will increase your conversion rates which is really the metric you should be focusing on.
- Trust me. Pair your newsletter full of news to one Primary Call to Action and Secondary Call to Action. See what happens to your conversions. And then, since you have several buyer personas, copy your email template and change the Calls to Actions for your second, third, etc. lists. Be sure your click through rates will increase dramatically very soon.
- Add a P.S. Add a P.S. line below your email signature and drop in a text link to your landing page. This will be an efficient third call to action. Last but not least, P.S. is another way to personalize your email. Why? Because it makes your email to look like a hand written letter, very personalized!
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