The way people engage with brands has seen massive changes over the past few years. Is email still on that list? Here’s your answer: email marketing is not just a consistently effective strategy for online brands, it is the most effective strategy. More so than TV, radio, ads, or any other method, email marketing sits at the top with an average return on investment of $38 for every $1 spent, and that number continues to grow each year.
Getting your email marketing strategy right is both an art and a science. Part of both is understanding how to create high-converting copy. As you know social media is a valuable vehicle to collect prospects, email communication is the channel that allows you to connect and bond with your prospects, leads, and customers.
Regardless of your business type, your ultimate goal is to improve your sales performance and grow your brand’s reputation at the same time.
For that reason, you should take a very careful approach in the relationship-building process. Over time, these things will become second nature to you, but to get you started on the right path you can follow some tips:
We’ll start with the first issue anyone beginning to run email marketing will face, building a list. Let me begin this by telling you something I’m sure you’ve heard before, but bears repeating: don’t buy emails. This almost never brings engagement to the website, and can hurt your marketing campaign down the line with emails that you captured organically by destroying trust customers have with your campaign.
There are a few good ways to capture emails organically. Firstly, if you are launching a website, build a landing page. A simple, one-pager that talks about your upcoming website and encourages people to subscribe to your mailing list. If you can, offer some kind of benefit for people who sign up early: a giveaway, a pre-launch discount, etc. This is a proven method for growing engagement.
We have a sure-fire success generator: personalization. Users are exponentially more likely to engage with something if it is personalized to them, be it a CTA, link, or email.
Use the data you have about your email list to decide what to send them. This is called segmented email marketing, and it hinges on separating the people on your mailing list based on demographic: location, purchase history, general interest.
Here’s a tip for those of you who are just starting to grow your mailing list: if your email list is small, start segmenting in big chunks.
Getting to know your audience so you can write email marketing copy that meets their needs is a great way to boost conversions.
Use what you know from web and social analytics and interactions with customers to build your buyer personas or customer avatars. When you know your customers, it’s easy to write email marketing copy that makes them want to click.
Quality over quantity. It is that simple, and that difficult. The short term goal of email marketing is often to increase traffic or sales, when this is not the best way to use it. Your marketing campaign should be about building trust. Building trust with your brand, your site, or your products.
There is a general consensus that emails must go out weekly, or multiple times a week. If you find yourself struggling to come up with content for those emails, don’t force it. Sending out a fluff email can be just as bad as not sending one at all. If you are inundating your customers with emails, and none of them say anything important, they could start to assume your emails are forgettable. Plus, if you email too often, you get flagged as spam by your customer’s spam filter.
Write first class email copy to convert your leads into repeat customers. Segment your contact list, personalize your personal copy. Align your subject lines with your email body and your landing pages to increase conversions. Write a clear and compelling CTA. Make your email skimmable, and always test your results!
Following these four steps can help you take huge leaps forward in your email marketing. Moving from a focus on sales to a focus on nurturing trust will make your emails worth the money you are putting into them, and your customers will let you know that by engaging and converting.
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