Think Differently About Email Marketing

Companies view email marketing as a better return on investment than social media, content marketing and PPC. In fact, marketers sent out 838 billion emails in 2013! Since email campaigns are still a helpful marketing tool, we're reflecting on how to better communicate with prospects and customers.

Email icons floating above laptop computerTake a look at your current email campaign and put yourself in the prospect's shoes. Starting off the day, they open up their overflowing inbox and see your company's email.

This is the make-it-or-break-it moment.

Will your message get mixed in with the rest of the deleted items or pique your recipient's interest? That all depends. Ask yourself the following questions to see if you're on the right track.

Is Your Communication Personalized? 


We're not just talking about addressing the recipient by name in the first line of the email. While using a person's name is a good way to grab their attention, it's not enough. The content needs to target their personal wants and needs (which you can figure out based on their previous purchases, which pages they have visited on your site, the types of resources they've downloaded, etc.).

 

Does the Recipient Know Who You Are? 


When done right, email is a conversation, not a commercial. The conversation begins organically when a prospects opts in to receive emails from you (usually this will occur when they fill out a form to download one of your resources). You can keep the conversation going by sending them interesting, relevant content containing a checklist, blog or e-book to help them become familiar with your company. Want more information about how to start these organic conversations? We found this HubSpot blog helpful.

 

Do You Tell Recipients What to Do Next? 


It may seem forward to tell your recipients what you want them to do after they read your email, but trust us, it's beneficial for the both of you. Readers want to know where to get more information, how to download the content you just mentioned, etc.

And you don't just want them to open your email. You ultimately want them to click the links inside it and follow through with a conversion! A concise, visible and fun call-to-action is a great way to point the recipient in the right direction. (Ever thought about including a Click To Talk button in your emails to encourage your prospects to contact you directly?)

 

Are You Tracking Your Response Rates Accurately?


In 2013, MarketingSherpa found that 17 percent of marketers failed to track their organization's email metrics. By not accurately measuring ROI, businesses often waste money on projects that aren't even working. Though emails are an inexpensive way to communicate with your prospects, they're still an investment. Find an accurate way to track your online and offline response rates so you can put your money toward email marketing strategies that actually work.

Email marketing is alive and well, and it can be a great asset to your marketing campaigns. Know of more tips not listed here? Let us know in the comments below!