Good intentions are not enough.
If they are, things would have been a lot simpler – and easier. You intended to exercise before starting your work day, and you actually did. You intended to have weekly brainstorming sessions with your team, and you really do. You intended to launch a new product and you did, right on schedule. Those are ideal scenarios, of course. Reality, however, doesn’t run in a straight line. There may be days you hit snooze on your alarm more often than you should; meetings that are not as productive as you hoped they would be; and projects that get frustratingly buried under piles of paperwork and admin stuff.
Life is like that and – not surprisingly – so is running a business. Your email marketing is a great example. You come up with campaigns and excitedly launch them, expecting an avalanche of positive responses. Instead you barely get any leads and even less sales. Here’s how to bridge the gap between efforts and results, prompting you to get considerably better outcome for your business. Whatever industry you’re in, the four tips below will help you make the most of your email marketing campaigns.
- Timing is everything.
It’s a common feature of email marketing funnels to have a series of messages that are sent out automatically (or “dripped,” as it’s usually referred to). It’s up to you to decide on the timing when you set up the automation of your email marketing tool. Very important question to consider: how do you go about it? When you take into consideration that the primary goal of email conversion funnels is to remind, engage, and persuade your subscribers to take action, then you realize just how important timing is.
Let’s say you asked someone a question and you’re waiting for a reply. Would you remind them about it every thirty minutes? Answer: of course not – unless you want them to block your mobile number from their contacts list already. In a similar way, if you’re trying to close a sale with a prospect customer, how often would you send emails about your offer? Every day? Twice a day? Since many email recipients usually get to a message within 24 hours, it’s best to configure your emails to be sent every two days. Your aim is to find the right balance between keeping your readers regularly engaged – but not looking like a spammer in the process.
- Create compelling offers.
Your offer is the core of your email conversion funnel. This is what your target readers will get in exchange for taking the action you’d like them to. That being said, your offer must be so compelling and relevant to them that they’ll be hard pressed not to act. The last thing you want to happen is to get disappointingly feeble responses simply because your offer doesn’t match what your audience wants – and needs. How do you determine that? Take the time to put in enough research to figure it out. Go on online forums; browse through question sites like Quora; or even send out your own surveys and quick questionnaires if needed.
Invest in learning what are your audience’s problems and pain points, and then craft your offer around that. Remember: it should be about them. You should think of ways to help them solve whatever they’re finding difficult, or offer ways to help them do things easier, faster, or more conveniently. Do that and you have the makings of a great offer – one that eventually converts to sales.
- Pay attention to the subject line.
Before you get someone to read the rest of your email, you first need to get them interested enough in your subject line. Otherwise, they won’t even bother to click your messages. So is there some sort of secret formula to it? Much like your offer will depend on who your audience is and how you can best serve them, your subject line should likewise be relevant to your readers, something they can easily relate with. Case in point, make sure that your subject line is short enough that it’s fully displayed without being truncated when it’s sent out. Keeping it at less than 50 characters should do it. And of course, it goes without saying that it has to be interesting and prompt the curiosity of the recipients. You should be clear and direct, but still deliver the point you want to make.
Another thing to note: a great subject line does very little in the scale of your digital marketing efforts if it’s not properly supported by an equally awesome email content. Not only will it disappoint your readers; it also damages your opportunities to build a credible brand – and will likely lead to an increase of unsubscribes over time.
- Match the design with your message.
Consistency is the key here. The overall feel and design of your email should match the content you put in it. Sounds simple enough, but it can easily be overlooked. That’s why it’s definitely worth mentioning. Of course your emails have to look professional and “put together,” so to speak. But beyond that, they also have to be compatible on all devices. After all, more than half of emails are now accessed on mobile devices.
And unless your business is offering complex products or services that need to be explained in detail, it’s best to shoot for shorter emails. To maximize the potential of your digital marketing, take into consideration the fact that people tend to have (much) shorter attention span online, especially when reading emails. Make sure that your emails are compelling and have a clear Call to Action (CTA), but don’t drag it and cause your readers to quickly lose their interest in what you’re trying to say.
Much like you want to get interesting emails, so do your target customers. So keep that in mind while doing your emails – from drafting the content, putting together the design, until you finally send them out. Email marketing is a great tool to build customer engagement; you just need to utilize it correctly.
Any concerns with using emails for your business? Share with us in the comments.