Before dashing out a blast of information regarding your product or service, follow these seven steps to help increase the effectiveness of your email marketing efforts.
Chances are, you offer multiple products or services. But given that you have three seconds to attract and hold your audience’s attention it is important to focus – one product and one buyer persona. Don’t try to do too much.
It’s also important to emphasize the benefit to your prospective customer. Choose your words carefully, and make it about them, not you! Save the features discussion and details for later.
2. Know your Audience
Pretend you are buying a present. If you want the recipient to really like your gift, you must know their interests, preferences and priorities. Do your research so you really understand your audience. Then, design your appeal leveraging meaningful words and imagery to ensure your message resonates with your target market.
3. Use a Quality Mailing List
Prioritize quality above quantity. While purchased mailing lists may greatly expand your reach, be cautious – they have several potential pitfalls. Highly targeted lists can be quite costly, and broader mailing lists run the risk of being too wide-ranging and your message will not get in front of the “right” buyer. Buying old contact information, or poor-quality lists can really cost you. Having your messages reported as spam by individual recipients, or as a result of multiples bounces, can get you blacklisted. Don’t run the risk! Grow your mailing list organically and keep it up to date by using it frequently, and with permission (see point #7).
4. Write an Attention-Getting Subject Line
State a benefit or ask a thought-provoking question to generate interest and curiosity. Remember, you only have a few seconds to grab your reader’s attention.
5. Use a Strong Call-to-Action (CTA)
Sending information to a prospect about your product or service may be the first step towards building awareness and generating new business. But it’s on the prospect to be intrigued enough to take the next step. Create a CTA and be specific about the benefit they will receive.
6. Provide Additional Information Via Gated Content
By providing access to additional (and valuable) content, you allow interested customers to dive in and learn more about your product, service or business. Within your email message, provide a link to “Download a Detailed Guide” to capture the name and email address for the prospect interested in your next-level content. Use this to build a contact list for future marketing efforts.
7. Don’t Come on Too Strong
The very first email you send in a mail campaign should not be a heavy sales piece. Think of it as an introduction – to you, your brand and your solution. It should contain a friendly note letting your audience know who you are and why you would like their permission to continue sharing valuable content. From there, the recipient has the option to “opt out” and ask that you not contact them or agree to receive your information.