Rules for E-mail Marketing
Establishing a business can be tough. Especially if you're just starting as a small business owner and you cannot afford investing in expensive advertising campaigns. There are many ways of doing business successfully and making yourself heard of. You can use social media, blogs, testimonials and reviews. We are here to help you with that. However, if you want to try additional forms of marketing, here is how e-mail marketing works. Surprisingly, even Millennials say promo e-mails influence their purchase decisions all of the time or most of the time.
If you want to use e-mails to tell customers and potential customers about a product and/or service you provide, you need to find the best way to give insight and build a good working relationship based on a friendly tone. There are a few important things to have in mind
- Make a friendly message
- Send reminders on a regular basis
- Do not spam people
If you are unsure how to achieve this on your own, create a specialized plain suitable for your business by working with a marketing expert. It should not be to expensive. You can also work with freelance designers to get a visually appealing campaign which can do wonders for catching the eye of your recipient.
These are some techniques that might help you devise a plan:
The 3-5-7 Rule
This rule is based on how quickly we lose attention. Haven't you noticed that it is difficult to pay attention to a bad-structured article or heard that only 7% of people pay attention to what is being said rather than how the speaker looks, moves and behaves? The small percentage might not be completely true, but human attention is fragile, sensitive, and wild. In order to tame your reader's attention, try applying this 3-5-7 rule:
3 - You have three seconds to get someone’s attention
5 - Once you get their attention, you have five seconds, to draw them in
7 - If you got this far, you’re lucky. Congratulations. The next seven seconds are critical. Now comes engagement.
It's well known that readers don't actually read e-mails. they scan them. Their attention is fleeting, so you should lock it fast!
THREE SECONDS is how long you have to engage a subscriber with the subject line. Is it relevant? Is it information you really need or want? BuzzFeed has great subject lines. Regardless of are you a book fan or a politics freak, they will get you to open their e-mails. So, if you ever subscribe to their newsletter, you won't be able to resist. You might even get some ideas for your own campaign.
According to Dan Oshinsky:
What’s exciting about email is, people invite you into this space and you get an opportunity to make a good first impression, […] The downside is, if your emails are not good, you’re in a pretty important space and people kick you out.
Readers need FIVE SECONDS to scan the message: Does it convey what was promised in the subject line? Can you easily find the information or call to action/offer/etc.? If marketers are smart and have clear calls to action, or specific landing pages, customers engage. If you are burying your CTAs, readers are likely to abandon the process.
Engagement gives a marketer about SEVEN SECONDS to compel the customer, compete with their competition and make it happen. That time makes the difference between a purchase, a conversion, a sale - or abandonment, unsubscribe or end-user frustration. Be careful because we all know one bad experience can lose a customer and damage your brand. Do not promise what you cannot provide. Don't fabricate lies. It will eventually turn out to be a very bad decision.
Going for the Gold
MarketingProfs suggests trying these tips:
- Use demographic and location data and target offers based on past purchase behavior. If you can track these factors, good for you. Use Google Analytics and get results easily. You can set a free account a learn how to use it to your benefit. There are many features so make sure to educate yourself first.
- The individual attention will encourage readers to open your messages, click through to your webpage, and convert with future purchases. A personal approach might help you to easily establish a friendly relationship. Be trustworthy and deserving of that "friendship". Customers' loyalty is the basis of continuous purchases.
- Use A/B split testing to try out different subject lines e-mail body content and images to find out if a new strategy might be worth implementing for a future campaign. Results will be shown in conversion rates you will be able to compare and decide which alternative works best for you.
- Consider using emojis in your subject line or adding video or interactive polls to the body of your email to drive engagement from new audiences. Since an emoji became the Oxford Dictionaries Word of the Year in 2015, it became evident that emojis entered into our written communication through the big door. They are no longer considered unprofessional, so try them out and decide for yourself.
- Learn from your mistakes and apply that knowledge. When you fail, use the rebound opportunity to clean up your lists for a better deliverability rate in your next campaign.
- Do additional work with social media, blog and website marketing. E-mail marketing is effective but insufficient. Giveaway Service gives you the opportunity to improve your engagement by focusing on additional forms of marketing.
How to Write a Successful Marketing E-mail
- Address readers by name whenever possible and use direct language – “you”. Personalized emails have 30% higher CTRs than their nonpersonalized counterparts, so you can include personal details (location, past purchases, viewed pages – if possible).
- Compose emails conversationally, don’t be condescending.
- Every email should have 1 goal – question/outcome/reason so don't confuse tour readers with more than one call to action. End with a call to action: Discover...
- Don't be vague. Instead of: Click here to read more, use: Click here to start your 30-day trial.
- Best days: Mondays, Tuesdays, Wednesdays at 11 AM / Worst days: Saturdays, Sundays.
- Add urgency triggers: now, today, tomorrow, announcing, limited, final – (e.g. only 24 hours left).
- No longer than 150 words, i.e. 5 sentences of less.
- And whitespace – use paragraph is order to create a clear visual for your readers.
- OPTIMIZE FOR MOBILE – 50% of e-mails are opened on mobile only and 42% of e-mails that don’t display correctly on mobile get deleted. These numbers clearly support the rule. Optimizing for mobile is an absolute requirement.
MarketigProfs suggests those tips supported by extensive research, so it might help you to try exercising these rules.
Entrepreneur says that a lot of us make mistakes in composing and sending e-mails as a form of advertising. Here is what they suggest:
- Don’t send emails ‘just because.’ E-mails without a call to action are considered spam. It you don't offer something to your customers, you're just informing them without purpose and no one has time for that nowadays.
- Don’t use sales-bait language in subject lines. People don't like pushy sellers. You need to be tactical.
- Don’t say too much because too much information kills conversion.
- Don’t trust just any old image to help your campaign. Visuals make an important part of a campaign. Bad pictures will repel customers and potential customers. Sadly, a one-second delay can reduce conversion by 7%.
You can boost your sales by exercising e-mail marketing. Just be careful, follow the rules and don't be pushy. You can experiment a little, try new techniques and test how it converts. Devise a campaign that is smart and successful and keep up with updates. Marketing is a field of constant change, so you need to be updated as often as possible.
We encourage you to join the discussion and share your experience in the Comments section below.