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Oh crap…

 

It’s almost the end of the month and we haven’t hit our targets. Let’s do an email blast!

This is unfortunately the starting point for 80% of email marketing strategies. It’s no wonder so many people aren’t fond of promotional emails.

This perception is being changed today. We are going to teach you how to create emails and email campaigns that your recipients will love.

 

First things first, you need to carefully think about your email list and marketing context and objectives. Then come up with a plan to get the most out of your email campaigns.

 

Here are a few things to think through:

  • We highly recommend never buying or leasing email lists, as this more often than not will give you a bad reputation.
  • If you haven’t emailed your list in a while (i.e., it is cold), it is a good idea to warm it up by re-introducing yourself and your company.
  • If your list has been abused (i.e., by generic email blasts), you will need to re-gain their trust.
  • If your list has been ignored (i.e., you only email them when you get around to it), you will need to get their attention to convince them that you are serious about helping them.
  • If your list is warm (i.e., your recipients engage with your content) and you want to take it to the next level, you will have to give them something of overwhelming value.

 

There are of course many more objectives, so while some these may not pertain to you, there are still several tactics you can use to avoid your email list management falling short.

 

1. Have an objective in mind

All marketing campaigns should start with an objective. Email marketing campaigns are designed to help your brand reach more people, and have your messages reach anywhere in the world instantly. However, the reason most campaigns fail is because they simply lack a purpose.

So pick a specific purpose and define success before you start writing and designing emails.

This simple step alone will improve the performance of most emails.

 

2. Your emails should be from real people

I don’t know about you, but the only emails I open are from real people.

Sending from a real person’s name is a very simple, instantly impactful tip. By changing the Send From Name field from no-reply@companyname, or info@companyname to a real person, you will instantly see an improvement in both deliverability as well as increased open rates.

Not only does using a real name yield better performance on each email, it also increases your brand because you are now building personal relationships with your recipients. The most important form of marketing is person-to-person (P2P). so by creating affinity and loyalty, you ultimately become influential in their buying decisions. Not bad for just changing a field, eh?

 

3. Use short, simple, and (sometimes) thought-provoking subject lines

Emails from real people should always go hand-in-hand with subject lines. Subject lines should be clear and concise about what the email contains. You can also spark curiosity by promising that this email is worth their time. Some of the best subject lines I’ve seen include:

  • Best of Groupon: The Deals That Make Us Proud (Unlike Our Nephew, Steve)
  • The timer’s going off on your cart!
  • What Did You Think? Write a Review.
  • Black Friday shoppers are the worst customers
  • *Don’t Open This Email*

 

4. Encourage your recipients to take action

Don’t waste your recipients’ time. Give them actionable information. Always encourage calls to action.

 

5. Always Be Closing

People opt-in to email lists to get something. Typically, that means you sell something of value because you’re an expert. Spam complaints and unsubscribes increase when you waste people’s’ time or don’t deliver any value, not when you sell something. This goes back to the first point – always have a purpose.

 

6. Make your email visually engaging

Drive your reader through the email with informative graphics or a video. People don’t read anymore. Your visuals are becoming more and more critical to driving engagement. Read our article “Free Image Bank – How to Find Free Photos“.

 

Let’s recap

  • Real people + engaging subject line + call to action = success!
  • Warm up your email list by training your recipients to expect emails (i.e., schedule your emails, and send out frequently)
  • Be personal. Tell personal anecdotes, give actionable advice, and come up with suggestions. Be a thought leader!

 

What email projects are you working on?

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