Email marketing is a great way to reach your target audience as personally and uniquely as possible. It is also cost-efficient because all you have to do is compose a weekly or monthly newsletter to attract their attention and convert them into loyal customers.
With the many changes to advertising and online marketing in the B2B markets, you must adapt the way you do your newsletters to the needs and accessibility of your audiences. Updating your approach as often as possible is the only way you can retain the interest, excitement, and quantity of your e-subscribers.
Here are seven ways you can improve your email marketing campaigns.
Lead with a Great Subject Line
It might be better to write your subject line after you’ve done the whole newsletter. This will help you have a better grasp on what your email is all about. Find subject lines that meet the average character limit and effectively portray what your newsletter is trying to say. The keywords that you think can pull people in must be near the beginning.
Your readers use desktop computers and mobile apps, which have different character limits. The simpler and shorter your subject line is, the better chances for your message to come across.
Get to Know Your Audience
Setting your newsletter to fit your target audience is one thing; learning about their surfing habits, interests, and online mindset is another.
The first step is to have a rough idea of the demographics you want to reach. Once you’ve sent a couple of emails, your analytics can begin to determine who are receiving and reading your emails.
Refer to these analytics regularly to see what devices people are using to read your newsletters and what links they click the most.
Balance Design and Content
A rule of thumb is to never use images in your newsletter, or at least minimize your usage. Some markets, for example – the financial services industries may require more (stock charts, analysis charts, etc). But, most of your recipients can’t see the images included in your email, meaning they can be a great waste of space. In that case, consider adding a special report or document (PDF) that contains all in one, neat format. Putting links on images is also a very bad idea. Instead, just use well-coded html instead of a heavy image design. Pay close attention to the font size, colors, and screen size of your email and test it first to ensure things go smoothly.
Load Your Email with Obvious Links
The main purpose of your newsletter is to drive traffic to your landing page, product page, and website. This can help your audience get familiar with your website and build brand loyalty in the long run. Make sure you put in at least one link per paragraph to get the most out of your newsletter.
Underline the links and color them differently. Use strong and authoritative calls to action. Capitalize on every moment where the user may feel compelled to click. Directing them to where you want them to go is the first step in marketing, so don’t fail on it.
Check Spam Rules
Avoid getting your email flagged as spam and removed from your recipients’ in boxes It is important to familiarize yourself with these rules at the very beginning of your email marketing campaign to start right. If your message is filled with links, your email provider may flag it as spam and filter it into a different section.
This is the worst thing to happen on an email marketing plan because your audience will not see your newsletter. It may be tempting to send a harder sales email, but it only takes one email that looks like its high spam to keep you out of the inbox for weeks, months, or even years afterwards.
Send During the Perfect Time
While email checking will vary from person to person, the best times to send an email is every afternoon during the working days Tuesdays to Thursdays.
People are busier with their personal lives during Fridays to Mondays because of weekend plans. These days, they tend to shy away from the daily grind. Keep in mind that sending your newsletter at the right time can make your recipients care more about its content. Do a little research on what times work best in your professional industry.
Set Realistic Goals
While email marketing is popular, bear in mind that its open rate and click-through doesn’t result into massive numbers immediately. It takes time, and even then – you must continue to test, and develop the relationship with good, quality info, news, tips and insights. People can be overwhelmed with new inbox arrivals, so your email can be ignored or they can just scan through the contents quickly. The results of your first attempts may underwhelm you. The secret is to build it up overtime by providing interesting and quality content.
Remember that your goal is to make people buy whatever you’re selling and build trust around your brand. Grab every opportunity to remind users that they won’t miss out on the valuable information you can send them if they add you to their email contact list. This way, you can increase the number of people receiving your newsletter and improve your open and click-through rates.
Jon Rognerud and Chaosmap work with Fortune 500 companies, small business and entrepreneurs to create digital traffic strategies that scales up customers, leads and sales. Mr. Rognerud wrote a best-selling book (Buy On Amazon), “The Ultimate Guide To Optimizing Your Website” (Entrepreneur). Connect directly here.