Connect and Engage with Effective Email Marketing Strategies
You open your personal or professional email account on the last Friday of the month, and you see your inbox swarmed with email blasts. Maybe a department store is promoting a huge clearance event. Perhaps a nonprofit you have donated to is providing an update on one of their newest initiatives. Regardless of the content, you pay little attention to these types of promotional messages as you scan your inbox for an email that a client or customer sent you yesterday.
Perhaps, conversely, you are seeking to implement a new email marketing campaign to better engage with your customers. You have a newsletter sign-up sheet on the counter at your place of business, you continue to send messages to those who signed up, but they are not engaging further with your brand. Why not? Are you sending email blasts too frequently? Not frequently enough? Maybe your email marketing content needs a tune-up.
Successful email marketing requires delicate planning and execution. If you are emailing your follower base too frequently, they could lose interest in reading your content. At the same time, if you do not reach out to them frequently enough, they could assume that your business prefers to communicate with customers through means other than email and not click on the content you are sharing in your newsletter.
Here are some tips that you can use to boost your email marketing efforts:
Balance Your Content
Do your email blasts contain too much advertorial content? No matter how good your deals sound, you do not want to promote aggressively. Maybe the content is overly informational, not engaging enough, and the reader does not feel enticed to read further beyond the initial message. If your audience receives the same discount promotion every week, they may eventually become desensitized to the information and less likely to respond.
When creating email campaigns, seek to balance content. Identify a few key topics that you wish to present to your followers. For example, if you are handling marketing for a restaurant, you may want to release a monthly newsletter that discusses new menu items, specials during holiday times, or an aspect of your ingredient sourcing that others could find interesting. Including all three areas of interest in a single newsletter will give your audience members options to engage with your brand in a way that best appeals to them.
Have a Consistent Template
Having a consistent aesthetic to your newsletters communicates strong brand identity. Rather than just typing a message into a text box and hitting “send,” consider using a newsletter service like Mailchimp. These services often allow you to customize a newsletter layout to match your brand’s colors and design schemes.
Keep your messages concise and easy to digest for the reader. Stick to 1-2 paragraphs per topic. You can write about these topics at length on your company’s blog or Facebook Page. In the newsletter, link to the long-form version of that post, which will prompt your audience to continue reading.
Send it from SomeONE, not SomeTHING
Humanize your email messages by writing with a pleasant and conversational tone. At the end of the newsletter, leave a signature of either the company owner or other high-ranking employee. This will communicate more authenticity in your messaging.
Visuals can help grab a person’s attention as they scroll through their inbox. Whether you include your company’s logo, photos of a recent event, or images of a new product or service in action, it is important to both show and tell your readers about what you are attempting to communicate to them.
Call Your Readers to Action
Finish your email marketing content with a call-to-action to promote engagement beyond your followers’ inboxes. Ask them to contact you for any further information on your new service. This will prompt the reader to pick up a phone and call or reply to your email. Using CTA’s will open up conversation with potential customers, which can then lead to new business opportunities.