Email Marketing is still alive and well, especially to those businesses whose customers are not on social media – email marketing provides a way for companies to stay close to their customers and keep them in the know. At TechWyse we use our own proprietary email marketing service called WHICHABAM! But simply having powerful software at your disposal doesn’t mean that you’re going to automatically have an email marketing campaign that will drive revenue. So with this in mind, I offer to you 6 best practices for email marketing.
1) Don’t Bury the Lead
- Any good journalist will tell you the same thing. If you have an offer don’t save it for the third paragraph, put it right at the top, or better yet put it in the subject line. Save the long winded introduction for a love letter, people aren't reading your email marketing letter because they’re interested in what you’re doing, they’re more likely thinking “what’s in it for me?” So do your best to answer this question right from the opening sentence.
2) Write a Strong Subject Line
- Write a subject line with a compelling call to action. Incentives like “limited time offer” and “50% discount for preferred customers” work well. Give your readers an idea of what to expect when they open your email and make sure the subject line and the first paragraph work together.
4) Test Different Subject Lines
- After you’ve written your first succinct and impactful subject line, write another. If you have a list of 1000 contacts, try sending out a test run of 200 emails. Split the emails between the two different subject lines and keep track of the “open rate” (our proprietary email blast system WHICHABAM! allows you to do this quickly and easily).
5) Use Spellcheck and Let Someone Else Read it Over
- It’s true for resumes and it’s true for email marketing: nothing can discredit you quicker than bad grammar and just like your teachers told you in school “let someone else read your work.”
- If you don’t have someone that can read your email or you just want to be extra diligent, try running your email through a text to speech program like Natural Reader for PC or use the built-in text to speech that comes with Macs.
6) Write With Economy
- A lucid, concise email will always capture the reader’s attention vs. five giant paragraphs whose sheer length can put off readers from their very sight. If you can make that sentence shorter without sacrificing the meaning then do it.
These are just a few tips of many that will improve your email marketing campaigns. If you have any other tips, share them in the comments, we’d love to hear from you!