How
many emails did you see in your Gmail inbox this morning? Like the rest of the
world, you picked an order of visual priority and started with those that have
an immediate impact on your work / life and slowly worked your way towards the
others, eventually left some unread and then purged some without a second
thought.
If
your marketing email is towards the latter half of that sentence, it’s time to
re-look at your email marketing strategy and change things around to see
results. Here are the three big no-nos:
1. Not customizing your email:
When
you send out an email, you have a real person on the other end reading it. That
person doesn’t want to be addressed as ‘Dear Member’. It’s cold and impersonal.
That
person doesn’t want a random product you are selling or have a scheme on. As
much enthused as you may be as a business about your product launch, you may be
among the 50 people approaching your customer to sell your ware via email. More
importantly, this person wants you to not sign off as “Customer support team”. And
the biggest pointer here is to not sell from a do-not-reply email id. It’s a
way of saying “I’m shouting to anyone who’ll listen but I’m not listening back.
While
people don’t like to fill out long info forms during their sign up process, you
may still be able to do a few quick classifications and update your email
database. Start by offering a great ‘Welcome’ interface and giving your
customers some bonus incentives for filling out details like age, location and
preferences. Sync your email marketing software with these details and then
sort your send-out list.
This
also gives you a neat way to experiment with the types of emails you send.
2. Not doing text only emails
Some
of the best marketing emails you receive are text emails. They don’t contain
images or flashy animation. And best of all, they are less likely to reach the
spam box.
Interesting
text emails will draw you in with a great value proposition, give you a great
insider story and share testimonials from people in a way that you’ll want to
be that person featured with the success story. For example, emails from
popular marketing gurus on the internet often draw you in by telling you how
their consultation has generated millions of dollars in revenue for businesses
similar to yours and the only difference between them and you is a few hundred
dollars’ worth consultation.
3. Not having a great CTA
According to Elizabeth Yin, CEO of LaunchBit, an average
marketing email has 23 links while some have zero. The good place to be is to
have 5-6 links with proper CTAs not just focused on selling. It is also
important to link each of these CTAs to a custom landing page to make the
transition easy for the reader to become your customer.
Remember
that sweaty chimp finger about to press the ‘Send’ button in MailChimp? If you
aren’t sweating before you hit send to a 25000 database, it’s time for a double
check.
In the age of technology that has taken over the world gone are the days when you could simply book an appointment with interest professional parties and talk shop. Now, the trick is to encapsulate all that you have to say and sell, dress it up in an attractive form. Continue reading... Read More
ReplyDeleteA common complaint I hear from businesses who undertake their own email marketing campaigns is their low email 'open rates' and therefore low 'read rates.' These rates are useful to an email marketer as it can give them an indication whether their copy is OK, their offer is OK and hence if their return on investment is OK.
ReplyDeleteMmzm.. good to be here in your article or post, whatever, I think I should also work hard for my own website like I see some good and updated working in your site.
ReplyDeleteEmail Address List