Email marketing is still a very relevant and great way to reach your ideal customer. With the rise in actionable analytics and reporting functions available, you are able to provide the most applicable and targeted information to your audience. If you are just getting started with email marketing or are looking to improve your engagement, it is important that you are implementing the following principles.
1) Have one specific goal for each email – Before you start writing your email determine why you are sending the email. Do you want to increase registration about an upcoming event? Do you want to encourage people to fill out an online survey? When you communicate with a purpose you can get your message out in a clear and concise manner.
2) Have the goal reflected in the email – Make sure your email is easy to read and understand. You don’t want to add unnecessary content. It is best to be direct and to the point. You also want to make sure you provide the most reverent information first. Most people will only spend 2 seconds looking at your email once they open it. 80 percent of people will not scroll down to read your email, so you need to capture their attention quickly.
3) Give people a reason to react – The best way to do this is provide something of value for the reader. If the purpose of your email is to drive sales, a small discount can help. Or if you are a non-profit, show how donation are moving the cause of your organization forward.
4) Include a call to action – This principle is one I see gets overlooked. You need to tell the reader exactly what you want them to do. For example, visit our store, call us, download our free e-book, etc. With so many things to distracting us, people welcome clear directions on what you are expecting them to do.
5) Preview your email before sending – Test your email before you send it. Take time to viewing the email on your tablet, mobile device and desktop. As take time to verify all your links work. Images are often disabled on mobile devices. So you want to make sure you include the alt text. This is the text that shows up when the images are disabled. With over 50 percent of people open their email on mobile devices, this is an area you do not want to forget.
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