So, you want to know more about email marketing do you? Guess what? You’ve come to the right place! Before we begin with all the deeper stuff, I’m just going to presume you know nothing about email marketing, so let’s start off with the ultimate basics of what email marketing actually is.
Email marketing is known to be one of the most upcoming and most effective ways of reaching and interacting with the external environment. It can help promote your business, company or organisation at low costs, helps connect and interact with customers and can build strong bridges with other company’s and businesses.
One of the biggest keywords of email marketing is what you can see in the big black box above; Direct Marketing. This keyword is known as an umbrella term, meaning that there are many terms and concepts that fall under the category of direct marketing, email marketing being one of them. So what does direct marketing mean? Well it refers to a communication channel where information is sent directly to the receiver or end user. Therefore, it’s a method used to reach the target audience quicker and more effectively. What happens with the email and information received is up to the receiver themselves.
Now you know what we mean when we speak of the terms email marketing and direct marketing and both their main goals. We can procede to discuss what you can expect to find in a marketing email.
In the above infographic, it is pretty straight forward what is generally expected in a marketing email. If you keep reading you will have further explanations and tips of how to create the best emails possible!
The Subject Line
Let us start with what the receivers first lay their eyes on; the subject line. When we receive emails from whoever it may be, the subject line informs the receiver what the email will be about. Therefore, it is always recommended to use a subject line. Another point that you need to bare in mind when writing your subject line is to keep it short, brief but informational. By informational I mean, use keywords or the shortest way possible to state what your email is about. Try to avoid the following 3 words; ‘save’, ‘discount’ and ‘free’. Many people think this would be a successful way to capture the attention of the audience BUT this is not the case. I get the fact that humans love discounts and free products, however, when it comes to emails, they won’t give it a second look. Oh and it most likely won’t even reach the audience because the email will be automatically placed in the ‘junk’ folder.
Moving onto the next point; Making It Personal.
You may think this sounds ridiculous if your trying to reach many people at once, but its simple. Try to make your emails as personal as possible. You can do this by adding the customers name or title, writing a friendly greeting. Try to create personal content which allows the reader to believe you are speaking directly to him or her. It may look cheesy, but the picture below is along the lines of what you should be aiming for.
Get To The Point
This next point is quite straight forward. Put yourself in the receivers shoes, have you ever opened an email and read 1 or 2 sentences of it and thought, ‘I won’t be reading the rest of that’? I know I have. It’s completely acceptable to admit to it because we all do it, probably more than we realise. So really what I’m trying to say is, keep your introduction simple and to the point. In just a few words, let them know what they should expect from your email, briefly inform them of your message. Don’t be mistaken though, I know this sounds similar to the subject line and it sort of is, except for the fact that this section needs to be slightly longer and more in-depth. Once this section is complete, you can move onto the rest of the content of the email.
Maybe your wondering what to write, or what not to write. It’s easy, write what you would want to read when you receive an email. Don’t forget, emails are usually seen as formal and boring texts. Try to avoid this, keep it short, fun and exciting to read. Try to remember the fact that this is marketing and therefore, your trying to sell something. When selling an item or product you need to hit the main and most important facts about the product or item. Leave out the boring bits because this will affect the short attention span of the readers. Keep them engaged but inform them of what they need to know.
Use images, videos, links and any other types of visuals which will enhance engagement.
As we are currently living in a social media environment, it’s not surprising that more than 40% of the people and users of smartphones open their emails on their mobile devices. Therefore, it makes total sense if we adjust the format of the email to fit the screen size of all mobile devices. The benefits of this would be that the readers who open the email dont need to do adjust the email size eg. scroll up or down, zoom in our out. Also, that the readers can immediately see the main message that is being delivered to them.
TIP! Test the email on your own mobile device and see what you think. Does it need changing? Does it fit the screen size perfectly? Is it attractive enough?
Present the Values
It’s always important to present the values, benefits and advantages of the product or item you are trying to sell in your email. Be sure to list them clearly and objectively. Avoid any subjective information or personal arguements as to why they should purchase the product. We can easily say; if you market it well, you will create sales.
How Often Should You Send Emails?
This is a good question because, you want to be able to sell your products and get the information out there for your audience to see, but you also want to avoid overloading their inbox with emails. Once you proceed to fill up their inbox, you have most likely already put them off. This is not the result you are aiming for. So, how many emails must you send out to your target audience? It is recommended to send an email out at least once a week or once every two weeks. When you send these emails, try not to send the same email twice, because this causes boredom for the readers and can result in your emails being placed in the junk folder. Try to alter each email, include new information and updates that can inspire potential sales.
Call To Action
Make it as obvious as possible what you want your readers to do. Your goal is to enable sales and you can do this by designing and including call to action buttons in your email. These can be anything from ‘Download, ‘Buy Now’ or ‘Join Here’ to many more. Make them bold and stand out so that they are clearly visible to the readers and are left with the option of purchasing your product or not. The diagram below suggests different labels of call to action buttons.
TIP! Try using colour and a nice size format, not too big or too small. The buttons below are the general sizes often used.
3 Tips I REALLY Advise You To Include
1) I would suggest giving your readers the availability and option to give you feedback. It is essential and necessary that you know what your target audience think of you, your product and the emails you send. Let them guide you by offering the best you can, which will only benefit you at the end of the day. Customer satisfaction is an absolute must when it comes to marketing. If your customers aren’t happy, you won’t be either!
2) Always give your readers the option to unsubscribe. You will know this as well as many others, that there is nothing more irritating than being constantly bombarded by a company or about topic that doesn’t interest you the slightest. According to the Federal Trade Commission (FTC) an unsubscribe option is required. FTC supports consumers rights and personal choices. Not just that but, if your readers flag your emails as spam, this will affect your rating and deliverability with your Internet Service Provider. Make your life as easy as possible!
3) Last but not least, keep testing your emails on different search engine platforms such as Google Chrome, Mozilla Firefox, Internet Explorer and others. Also, test your emails out on different types of smartphones, other mobile devices and tablets to see if there are any differences in the size of the emails. If this is the case, find a way to make your emails fit each device or send your emails out in groups; one group for smartphones, a second group for tablets and a third group for computers. This is obviously an example, you can choose how you deal with this on your own accord.
Do you feel as if you now know what you need to about starting up your own email marketing? I hope so. Feel free to include your opinions and feedback in the comment box below. I welcome any type of feedback.