Email is not dead and don’t take anyone seriously who tried to tell you that it is. Yes, email marketing has changed, and it will continue to do so, but consigning it to the trash bin of marketing history is the equivalent of shooting your business in the foot. What the “email is dead” blabber needs to say is, “bulk, uninvited email blasts are dead.” It’s true, and has been for a while – so wake up and smell the spam filter. However, there are five tips that can make your next email campaign a winner!
- 8 Second Rule. This is the average attention span that you’re dealing with. You have just eight seconds to get their attention after they click that email to open it. Your best presentation has to be visible as the first thing they see. You can’t give them a great title and then not deliver the second the email’s opened, or they may never open another one.
- CIO Magazine recommends a firm CTA (call to action). If a reader can’t figure out the point of the mail, you’re losing a conversion. The call to action and value statements need to open that conversion funnel wide. It’s simple. You can use, “Call Now!” or a more invitational, “Chat with our staff – click here!” You can tell them that you have free shipping for an order over $__.00, or that clicking this button gets them a 10 percent off coupon.
- Video. Even a six second Vine has three vital ingredients that can fuel a conversion – sound, color, and motion just beg to be clicked. You can even set up your own vlog to showcase your product and your superior knowledge regarding the same. Take this 3M window film video – you kept watching right to the end, didn’t you? Maybe you did a quick google. Maybe you said, “Hey, honey? Come look at this!” This are the reactions that you want.
- Segment. What did I say about email blasts? Spam filter! Look at your demographics – aged, gender, location, and what they buy, when they buy it. Reward longtime and returning customers, and help browsers get on board. See who opens on mobile in the morning, or on the desktop at night. Use the data you have to make each emailing specific.
- Content rules. First, check your SEO for trigger words – words that will see your email turned into spam the second it hits the filter. Then start improving your content. Keep it simple, and keep it honest. Nobody likes to open an email, expecting something interesting and then just has more of the same old same old. Keep it fresh, interesting, and relevant!
So, while these tips can give your email campaigns a boost, it might be time to rethink your overall strategy. It might be time to overhaul your website, optimize your SEO, get comfortable with mobile, and even develop an ad strategy or your own app. Getting everything organized and oriented to digital success will help you better understand your data, and see how you can improve even more. We’ll be glad to help!