Whether you’re lead generating or lead nurturing, email marketing offers an advantageous route into people’s homes and workplaces. Both B2C and B2B businesses use email marketing to extend the reach of their brand and promote their prized products or services. For B2B businesses in particular, email plays an integral role in marketing and advertising activities. A recent study revealed that email marketing materials are the third most influential source of information for B2B customers.
B2C companies also find email marketing an effective promotional tactic. In fact, 80% of retailers say that email marketing is their greatest method of retaining customers and encouraging repeat business. Overall, email tops the chart as the best way to deliver return on investment. The Email Marketing Industry Census 2017 found that whilst companies in the UK are still under-investing in this marketing option, email marketing still drove some £29 billion of online retail sales last year.
These statistics are just some of the reasons why so many more businesses are picking up the gauntlet to create the very best email marketing campaigns to date. Yes, competition is fierce and there are countless companies trying to grab your potential customer’s attention, but how can you ensure your email stands out from the rest? Here are our seven ways to make your emails pop and sizzle…
Keep it responsive
Consumers are using all manner of device to view their emails so make sure your emails don’t fall at the first hurdle. Keep your emails responsive to ensure they can be viewed across a multitude of devices.
Create content worth reading…
You often only get a few seconds to impress consumers with your email, so make those count. Avoid dense, boring text, and use sharp, engaging, inspiring and targeted language that really appeals to your target audience. The trick when creating excellent content for email marketing is to do your research. Get to know your market inside out and craft each email with the sole intention of giving them what they want and need.
…and deliver value with every word
Unbeknown to most, email marketing isn’t about putting your best sales pitch forward. Consumers want value from email marketing campaigns so use your subject line to promise this, not forgetting to deliver.
Make it easy for them to contact you
Despite ditching the sales talk, you still want to generate traffic, raise awareness and secure customers. Make it easy for potential customers to connect with your company, whether that’s linking to a recent, relevant blog entry or shouting about your social media channels.
Personalise in more ways than one
It’s common knowledge that using first names to address recipients leads to better conversion but you can also boost open rates by using their first name in the subject line.
As well as personalising subject lines, adapt the language of your email to showcase the personality behind your company, nothing speaks volumes more.
Give them something they want
Incentives are an excellent way to enhance the success of email marketing, after all everyone loves freebies and discounts. Try not to overdo it too much however, exploiting this may just resign your emails to the spam box for good.
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