Although there are many pessimists on the Web who predict a dead end to the email marketing, the truth is far from it. Despite the fact that nowadays, we are full of spam messages and are eager than ever to hit the ‘Delete’ button, email marketing still works. With a subject line that is short, descriptive and gives your user a reason to open the message the sky is the limit.
I’m not going to lie. There are several factors that make email marketing challenging. Spam is certainly posing a huge threat. The spam filters that used to filter the important messages from the scam ones have been fighting, sometimes a little too hard, meaning your email might not be getting through at all.
Another challenge is the number of emails people receive on a daily basis. This also has been increasing over the years. Knowing that there are people without the skills or experience who write emails and a whole bunch of marketers without the knowledge on how to write an effective email campaign, it’s no wonder people are feeling a little bit overloaded with the amount of email marketing they receive.
The answer to effective email marketing is to be different then every other one that’s being sent out. More importantly, to begin with – you need a solid mailing list with opt-in users who have willingly typed their email address in your website. If this is not a case, then you are already facing a challenge before you’ve even started your first campaign.
Once you’ve got a good solid list on who to send your campaign to that’s when you should start writing your copy. You should avoid using sales or overused words such as “free”, “help” or “reminder”. They have been known to trigger the spam filters discussed above.
Always personalise your message with the recipents name and location details. You can even use emoji’s etc to make it more fun and inviting for the consumer to open. Keep your subjects lines short and to the point, and always test these against each other.
Email marketing is a competitive place. However, an email marketing solution is still one of the most tangible and profitable campaigns you can use to promote your business. And with using applications such as Mail Chimp, it can also be a low cost, easy to use solution.
Creating campaigns, scheduling communications, organising the customer contact details and even monitoring the efficiency of your efforts are all a part of the measurable side of email marketing.
Therefore, there is a common need for a program that complies with the spam laws on the one side and records the number of emails sent, bounced back, clicked on and ultimately, the ones that made a sale.
The easiest and most impressive part of email marketing is something that dates back to its origins – its impact to present a message and spread it out. Remember those emails you received with countless of forwards back in the old times? Well, that is what makes your newsletters interesting and your subscribers interested. And if you think those times are dead, you are terribly wrong.
The best way to revive your email marketing efforts is to willingly collect emails with certain incentives – whether it’s a free ebook, a course or a special promotion. This way, you know that you’ll be targeting the users who have shown an interest already for your website and typed their email addresses on purpose.
When this occurs and as soon as you got your smaller (or the biggest) base of emails in your program, you should invest in the program and make sure they never leave the Inbox folders. In the end, the real art of email marketing lies in the subject and message forms. This is your playground, and the definite place to be creative and make sales to drive your business further.