Message and timing are everything when it comes to email marketing! Even if you have a good message, if the timing isn’t right, your email will most likely end up in the trash bin. Or maybe you send emails at the right time, but people don’t click through because you communicate your message poorly. Whatever you put in the subject line didn’t catch their attention, and once again, your message ends up in the trash! It can take some time and practice to get the balance right, but here are some ideas to help you along the way!
Message and timing are everything when it comes to email marketing! Even if you have a good message, if the timing isn’t right, your email will most likely end up in the trash bin. Or maybe you send emails at the right time, but people don’t click through because you communicate your message poorly. If whatever you put in the subject line didn’t catch their attention, then once again, your message ends up in the trash! It can take some time and practice to get the balance right, but here are some ideas to help you along the way!
1. To get your email campaign to be effective, the first thing you need to do is make sure you’re using reliable email service providers so your emails can get whitelisted. Otherwise, they may get flagged as spam, and most people rarely (if ever) check their spam folder. Some of the popular providers for businesses are AWeber and MailChimp. These services also make it easy to compose beautiful, professional looking newsletters, which are a helpful tool in any email campaign.
2. Another tip is to use an autoresponder to save time. The autoresponders built into programs like Mailchimp or Aweber use an ‘if this/than that configuration.’ Meaning that if your subscribers take one action, they’ll trigger one type of response, and if they take another, they’ll get a different response. This ensures that each user’s experiences are tailored in a way that makes sense for the action they choose. For example, someone who buys one product may receive a thank you message with a coupon for 20% off their next purchase. Another example would be that any users whose birthdays you’ve captured will receive happy birthday messages, perhaps with a ‘birthday coupon’ to entice them to treat themselves to something you offer!
3. The last tip I’m including for you is one of the most important things you can do to make every email blast a success. Track clicks and visits through analytics. If you don’t know what’s working and what isn’t, it is very difficult to make effective changes. The first thing to examine is your CTR. If your CTR (click through rate) is low, that means you need to change something. The first thing to examine is what you’ve put in the subject line. You’ve got to consider the recipient and craft something that will entice him to open it. Once it’s open, you need a clear and strong call to action. Tell your customer exactly what you want them to do. For example, ask them to ‘Click Here’ (and give them a good reason to do it) or instruct them to ‘Enter Here’ for a chance to win a FREE (insert product here). Finally, give something away, such as an eBook, newsletter, or e-coupons, etc. Everyone loves a freebie!
The art of the well-crafted email blast is a business skill worth mastering. Once you’ve captured enough email addresses, you’ve got an excellent way to advertise directly to your potential customers. Most of us spend a good deal of our day clicking through our email, so what better way to advertise?
Author: Denise Keniston
Denise Keniston is an entrepreneur and former network news anchor. After leaving the TV news business, she founded Keniston and Company which grew to $7M annually. Today, she manages Web4Retail and several other businesses including Blue Tidal Wave and Decorate Small Spaces. She frequently writes and speaks about marketing, social media, and entrepreneurship.