So you want to improve your email marketing?
That’s great news! Did you know that:
Email is the primary source of data for marketing people – with 41% relying on their email marketing response data. (Forbes)
Email has long been one of the most measurable channels for marketers. It helps you learn what your audience likes (so you can do more of it), and what they don’t (so you can do better next time).
Young adults are most likely to check their email from bed (70%), from the bathroom (57%) or while driving (27%) (Adobe)
Whilst checking your email in the loo is just a little bit gross (you wouldn’t be doing it while taking a shower would you!) and checking while driving is a TOTAL no no it proves that we’re all on the move and we take our inbox everywhere we go!
77% of UK consumers chose email as their preferred communication method with businesses (Statista)
So, here are my top 5 tips to improve your email marketing.
1. MAKE IT SUPER SIMPLE FOR SOMEONE TO SIGN UP
Of course you’re going to need as much info as you can get about person when dealing with them as a business but the newsletter signup form IS NOT the place to ask for it. Asking for full postal address, telephone number, date of birth, their favourite food and shoe size just puts people off!! Keep what you’re asking for them to give to a bare minimum – name, email address and maybe date of birth (if you want to send them a birthday present) is more than enough.
Also put your signup form EVERYWHERE – website, blog, Facebook page etc.
2. ALWAYS SEND A WELCOME EMAIL
You need to start building trust with a potential customer from the outset so send them a welcome email (this can be automated so you don’t have to manually send one every time someone signs up).
Thank them for trusting you with their email address, set their expectations as to what you’ll be sending them and give subscribers choices as to what information they receive if you can.
3. DON’T SELL, SELL SELL
If you’re running a physical shop you wouldn’t just go up to someone who came in and start reeling off your sales pitch and current offer of the month (well at least I hope you wouldn’t!). Be conversational.
4. KEEP IT SHORT AND SWEET
The average person is expected to receive 140 emails a day by 2018 (news.com.au) so a rambling subject line and the email body reading like War and Peace just won’t endear you to your list.
Keep your subject line descriptive, short and enticing and break up long blocks of text with paragraphs and images. And always, ALWAYS replace the short preview description to something really exciting!
5. KNOW WHO YOU ARE
How do you want people to perceive your business – corporate, professional, formal or more laid back and friendly?
Whatever you choose make sure you’re consistent to make your business approachable. And if you have someone writing your emails for you make sure they also know how you want your business to come across!