Email Marketing is Still a Powerful Way to Reach an Individual Customer/Prospect
But it’s harder than ever to actually get prospects to open your mail, let alone read it and respond to it. Email marketing comes in a couple of forms: individual email sent to a customer, or a newsletter/HTML template sent from you via an eMail provider (Constant Contact, Exact Target, AWeber or even a media partner)
Subject Line is the Key – it must be compelling
Think: WIIFM – ‘What’s in it for me?’ says the viewer. The best email subject lines are short, descriptive and provide the reader with a reason to explore your message further. Trying to stand out in the inbox, by using splashy or cheesy phrases, will invariably result in your email being ignored.
Subject Line – no longer than 50 characters or six to 10 words
Remember, you’re job is to get the reader’s attention with a compelling subject line. If the reader doesn’t know you or even if they do know you, you have to appeal to their sense of curiosity. Keep in mind the reader’s point of view WIIFM (What’s In It For Me).
Consider including your prospect’s name or company name at the start of the Subject
Dale Carnegie said it best “Remember that a man’s name is to him the sweetest and most important sound in the English language”. The same is true for your business and seeing it in print.
Avoid SPAM Filters – do not use words like “Free”, or “20 Percent Off”
SPAM filters may put these messages in Junk folders.
Use eNewsletters for education, thought leadership, current events/new product offerings.
As long as most of your newsletter contains content that will be useful to your audience, don’t be afraid to throw in a few plugs for your services. Showcase a new video, promote a white paper offering, invite readers to an event/webinar, etc.
Use a “Call to Action” with your offerings
“Download eBook here”, “Register now for the Webinar”.
Include a Subscription Link for those who are not current subscribers
Remember that your eNewsletter may be shared with those not currently on your Subscriber list.
Include Social Share Links
Your subscribers may find your newsletter so interesting, that they share it on their social pages, giving your company even greater, extended exposure.
Let Us Know If You Need Help Getting Started With Email Marketing or Would Like to Have Us Manage It for Your Company