Email marketing is a way for businesses to reach out to potential and existing customers. It is often used to build brand awareness, nurture leads, and encourage conversions. Emails can be sent out to the entire email list, a specific segment of the audience, or targeted to new or inactive customers.
Email is also an effective tool to communicate a special deal, promotion, or sale. Discounts and freebies are great ways to increase interest in your product, and will be a strong incentive for subscribers to buy from you. The subject line of an email should be clear and direct, ensuring that it will stand out amongst other messages in the recipient’s inbox. Use a short and clear call-to-action, like the example below from At Home With Ray. The subject line reads ‘We love you tons’, making it instantly engaging for the viewer and driving the click through.
Using email to send out an automated series of emails is a great way for a business to keep in touch with their audience. For example, if a customer signs up for a free trial of a software program, the company may send a series of informational emails to help them get the most value from it. Then, towards the end of their trial period, emails could be sent that are focused on converting the subscriber to a paid user.
A common mistake is for a business to change their tone or strategy with each email. If the message is not consistent, it can make loyal customers feel confused and disengaged. Creating and maintaining a customer avatar or buyer persona is essential to defining your ideal clientele, which will allow you to create email content that speaks to them.
When writing email content, it is important to focus on benefits rather than features. People will be much more interested in your products if they understand how they can benefit their lives. This is why it’s important to always use personal pronouns, as well as evoking their senses with words like touch, smell, taste, sight, and sound. The below email from Goop makes a great use of these tactics, with copy such as ‘Get a fresh-faced, no makeup radiance with these easy tips.’
Emails should be as clear as possible, especially on mobile devices. The less clutter, the better. Keeping the design and layout simple will also make your emails easier for recipients to scan. In addition, the call-to-action should be prominent and clearly visible. This can be done by using a bold and clear color, or by positioning it at the top of the email.
Lastly, be aware of local and international email marketing regulations. For instance, the CAN-SPAM Act in the US and Canada’s CASL are both laws that must be followed. Additionally, the European Union’s General Data Protection Regulation (GDPR) sets a high standard for how personal data is collected and used. Make sure your business is up-to-date with all current data privacy standards before sending out any automated email.