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Email marketing is still an effective solution in almost every industry. It is difficult to find a user without an electronic mailbox, and moreover, most Internet users use them regularly. It’s a great communication tool. If you run an online business, you will reach a lot of customers this way, unless the recipients immediately throw your message to the trash or – even worse – to spam.
How to write so that they want to read… and click?
You won’t find one recipe for effective email marketing, but after following a few key tips, you will increase the effectiveness of your online promotional activities. You can use an electronic mailbox in many ways. It is an ideal place to send a newsletter, information about promotions, services offered and changes taking place in the company. It has been known for a long time that email marketing can be used to acquire customers – it is enough to approach this topic with a bit of professional knowledge.
First of all, you should be interested in two dates. To open rate (OR) and click-through rate (CTR). Both are often used in email marketing and are evidence of its effectiveness . The OR indicator shows what percentage of recipients opened the sent message. The CTR, on the other hand, tells about the click rate for the content of the message (for example, a link to a website). Thanks to them, you will determine if your email marketing is effective .
You need to know that e-mail distribution is popular in virtually every industry, so many users “automatically” throw received messages into the trash, without worrying about them. This is why achieving high efficiency requires work, time and the right strategy. Here are five tips to make your email marketing better!
Tip 1 – quality and intrigue
It has been known for a long time that you need valuable content to run effective email marketing . But how do you understand high quality? Should the texts be substantive and in-depth? Certainly yes. However, pay attention to one more aspect. In the maze of many messages, you need to stand out. Talk about intriguing topics that are not too general at the same time. Also remember that you have to fight for the user not with the content itself, but also with the subject of the message you sent. If the title doesn’t produce a “Wow, I want to read this” effect, the message will end up in the trash.
Tip 2 – analyze the statistics
When analyzing the effectiveness of email marketing, use the CTR and OR indicators mentioned earlier. Most email messaging systems collect data on it, so you can familiarize yourself with them. Advanced statistics on email marketing are available, among others, by GetResponse and MailChimp. When you choose your content publishing tool, take this aspect into account.
Tip 3 – build your own audience base
Send messages to people who have given their consent. This way you increase your chance of opening (higher OR). Instead of buying a database with e-mail addresses, build it yourself. Usually, this solution takes time and patience, but doing so will greatly increase the effectiveness of email marketing . You can use social media and a website to build your audience base. Encourage subscribing to your newsletter by offering promotions or by reporting that you regularly receive valuable articles.
Tip 4 – send when the moment is right
OR and CTR indicators are affected by the time you send messages. It’s best to schedule your distribution in the afternoon. Then the vast majority of people enjoy their free time at home. Also remember that email marketing is better done rarely than too often. Take the time to prepare valuable messages instead of sending spam regularly.
Tip 5 – Email Marketing Tools
When implementing email marketing, remember to use various helpful tools. Thanks to them, the content you send will be more effective and help you generate conversion. A noteworthy solution is, among others, Campaign Monitor that allows you to fully automate email marketing . Then you will spend a little less work on distributing content, focusing on other aspects of your marketing activity.
Consistent brand image
With the help of the newsletter you can build an image of an expert in your industry. No matter what exactly you are selling. You can run a shop, blog, company website, portal or forum. A properly conducted email marketing campaign allows you to generate a conversion – this solution also works in the context of acquiring loyal customers. A substantive newsletter is the perfect solution for people who want to build a strong community.
However, do not forget to keep your actions consistent, especially if the materials you send via email will also be published elsewhere. This issue also applies to sharing content simultaneously on the blog and on social media. If you use email marketing to promote your own offer, exactly the same information should be on your website. Do not change the prices or terms of the offer. In this way, you only introduce confusion and lose credibility in the eyes of potential buyers. Avoid understatements, be consistent, and send exactly the same signals to the community through different communication channels.
If you want to implement email marketing to increase conversion, your messages must be really valuable. Try to encourage the recipient to take advantage of the offer by using qualitative text. The important thing is to find the golden mean between the quality and length of the message. Very often, a wall of text discourages reading, even when the topic is interesting. If possible, include an introduction to your text in the message, then transferring the user to a website, for example.
When running an email marketing campaign , focus on quality, regardless of the goal. Content can generate sales or build trust and the image of an expert. If you want to really stand out with your newsletter, try to prepare messages based on intriguing research and statistical data (especially in B2B marketing).
Choosing the right messaging system can be a key issue in email marketing – we mentioned this before. Some tools offer more possibilities and others less (for example in terms of templates, message editing and statistics research). So, get acquainted with software from different vendors to finally choose the best one for your business. The most popular email marketing systems include:
With the help of email marketing, you can build brand awareness or influence e-commerce sales. It is also an ideal proposition for entrepreneurs who want to carry out cross-selling. For this reason, it is worth taking a closer look at the different systems for preparing and sending content.
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