Tips, steps and strategies to email like a true professional.
Today, there are more than 400 million Twitter users. Over 800 million people take to Instagram to share pictures every day. More than 2 billion humans have profiles on Facebook. If you think that these are huge numbers, you might want to take a seat for the next one… There are more than 3.8 billion email users on a global scale!
With such premises, it is quite easy to see why email marketing is still the number one way to reach out to people.
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Email marketing has been around for quite some time now. Even after so many years, it remains one of the most effective ways to promote products and services. You can reap some incredible benefits from email marketing campaign. Yet, you need to know what you are doing if you are want to get the best results over time. With a bit of extra effort, you will notice a true return on your investment, and time. Keep reading to learn more about our best email marketing tips for beginners!
Understanding your target audience
Before you even start composing your email, take a step back and look at the broader picture. Your first concern should be your audience. Who are you trying to reach? What are your readers interested in? Will they respond better to a casual slang, or a more formal tone? The key to writing a killer email is to do so with the readers in mind.
Start with a solid headline
A good headline is one of the most important elements to consider when composing an email. It should be catchy, and thought-provoking, prompting the audience to read your email. A great subject line can entice the reader, and tease the content of the email itself, without giving away too much. The ‘trick” is to tickle the curiosity of the reader, possibly with a “clickbait.” For some people, this term is quite frowned upon, but there is nothing wrong with clickbait headlines if you back them up with content that will deliver on your promise. An example?
“Learning German without a teacher? Discover how you can do it in under 10 days.”
This headline is very effective, because it appeals to readers in many ways. It offering a solution to a problem, as well as teasing content effectively. In this particular example, readers who are eager to learn German, but don’t want to hire a teacher or pay for lessons, would be definitely triggered by this headline and the promise that it holds.
Tailoring the text to appeal to your reader.
The headline is absolutely essential to appeal to your audience, but the text/body of your email is just as important. You might be able to attract people with a solid headline, but you need to deliver the promise and back it up with content that will actually bring some value to your readers.
Otherwise, a clickbait won’t lure them in the next time you send them an email.
If you have a fancy headline, but there’s no “meat” to the text, you are doing something wrong. Writing a great email is a little bit like painting a portrait.
The main subject needs to stay in focus. In spite of that, the surrounding details also matter, such as the color of the background, or the landscape in the distance. This means that a great text needs have a clear direction, and it has to put its focus into the right context.
The best way to achieve this is to follow a simple routine for your email texts, as follows:
- PROBLEM: Describe a problem that your audience might be experiencing.
- SOLUTION: Present your solution to the problem.
- CALL TO ACTION: “Ask” your readers to do something, such as purchasing a product or reading an article.
This simple 3-parts outline is easy to follow, and it will help you come up with great email texts. Here’s an example!
“Tired of letting your friends have all the fun? Falco, is the only alcohol-free wine that tastes like the real thing, so you can hang, without the hangover! Try it now”.
As you can see, the above paragraph channels the 3 steps as discussed above. Firstly, it highlights “the problem” readers might be experiencing. They feel left out of the fun times if they can’t drink, and don’t want to miss out on socializing. The solution comes in the form of a product description. The short sentence tells the reader what “Falco” is, and how it can “solve the problem.”
Last, but not least, the body of the text ends with a short, but effective “call to action,” inviting the readers to try the product. The above example features a short paragraph, but the same concept can be applied to longer texts as well.
Emphasize the Call To Action
As mentioned earlier, a “call to action” should be a really important component of any email marketing campaign. Yet, you would be surprised to learn how many marketers seem to overlook that!
Sending an email without a call to action is like telling someone the first half of a joke, without telling them the punchline!
You went through all the effort of telling the story, but you forgot the bottom line, which is to get the reader to take action, whether it is buying something, subscribing to a mailing list or clicking on a link.
Don’t underestimate the importance of a proper call to action. Always add links and contact details at the bottom, so readers can immediately be redirected to your content.
Don’t overstay your welcome.
It’s always nice to have a guest visiting you for a day or two, but having a person crowding your place for longer than expected could be a true nuisance.
In much the same way, your reader’s won’t appreciate your emails constantly flooding their inbox. Learn to know when enough is enough, and don’t send emails to your readers too often. Overexpose could be perceived as spam, and it could drive people away.
Use email marketing software
Email marketing software can be extremely valuable. There is a wide range of tools and service providers out there, enabling you to accomplish different tasks quickly, and effectively. Sending emails can be very time-consuming, especially if you need to dispatch and edit emails to large groups of users.
Dedicated automatic email marketing services can make mass-mailing easier, and more effective in the long run. Some programs like MailChimp are free up to 1,000 subscribers.
I personally use Convertkit which makes it easy to send customized, automated emails, sequences and forms all with the click of a button. It’s a paid program but I find their features worth it.
There are numerous others like Aweber, Mailerlite and more so make sure you do your research into one that works the best for you and fits into your budget.
Be flexible and don’t rely on a single formula.
This article focused on giving you a few different formulas and suggestions. While it is important to become aware of proven standard practices in the industry, it is also vital to know when to think outside the lines.
Some of the most successful media campaigns out there are the brainchild of forward-thinkers. They aren’t afraid to use their creativity and break all the rules, if necessary!
When preparing for an email marketing campaign, allow yourself to be a visionary. Follow your instinct, rather than a preset formula, if the situation calls for it!
Email marketing offers an ocean of possibilities. If you are able to navigate these waters with confidence, you will be able to travel far and discover new connections, customers and a profitable return on your investment.
Remember that success might not happen overnight, and that you need to be consistent to enjoy the fruits of your hard labor. Building a solid customer base means first building trust.
If you think that your emails aren’t working, don’t be afraid to go back to the drawing board, and rethink your strategy.
You can always learn from your mistakes, and each new iteration of your email campaign is a step closer towards perfection. Keep an open mind, and embrace evolution, an absolute hallmark of a fast-paced industry, which often never stands still and motionless.
The best email marketers know how to evolve their strategies, and keep refining their vision overtime.
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