Email marketing is something a lot of companies have adopted and is a veteran in the digital marketing world. Its been around for so long and transformed with time to become synonymous with spam and that’s definitely something we need to move away from. If someone has gone out of their way to sign up to your newsletter, then why aren’t they reading them?
An article posted in Forbes discusses how the design of an email is crucial to getting more subscribers to open your emails. The first element she talks about is the humble subject line, the first thing your subscribers will see when they access their emails and if not done right, the last thing they see. Its imperative that you have an engaging subject line that tells your readers what they can expect from this email. If there’s a discount in the email, mention it, use it to entice your readers to open that email.
An element that quite a few of us forget to look at is the preview text that shows up just after the subject line. That small bit of text that can drive a reader to click on your email is often forgotten and instead a generic statement is left there instead. I know if I’m on the fence about opening the email I try and read the preview text to see if there’s anything interesting there. Take the time to ensure the preview text is engaging and relevant to readers for them to open the email.
Do not use excessive amounts of text and end up with a lengthy email that even you won’t read. Be brief and concise with what you have to say. You’ve worked so hard to have the reader open your email, don’t lose them, continue to hold their attention and explain what you have to say. Connect the brief message to a call to action, whether that’s clicking on a link to your website or a discount code that you’ve promised. By having an effective call to action you can convert readers into buyers or at least begin their buying journey by gaining further exposure to your brand and what you offer. It is important that you call to action is clear, so not too big and not too small to go unnoticed.
While these tips may seem really basic and simple, they are often overlooked or not implemented properly to create an effective email campaign. From the subject line to the call to action everything needs to work in harmony with each other and speak to the customer. You cannot afford to lose the customer throughout the path from email delivery to open because the more clicks you get to your website the more likely you will generate revenue through purchases directly from emails. Emails can be time consuming to construct and design, use this effort to bring more sales into your business and don’t just do it because everyone else is doing it, realise the potential of a successful email campaign.
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Image sourced: http://cyberplexafrica.com/email-marketing/
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