Email marketing is more than just sending emails to potential customers. In the daily flood of emails, you want your email to stand out and capture the customer's interest. The most important thing is to get the customer to open the email. After that, it's a matter of engaging and convincing them. How to make email marketing successful?
What should you avoid
Too formal a form of address
It often works better if the marketing email starts with the first name of the prospect, followed by a comma. Refrain from using honorific titles, but don't get too personal either. Never use "Dear/Dear...".
Inappropriate intimacy
Phrases like "I hope you have a great summer" not only come across as dishonest when coming from a complete stranger and anonymous person, they also take up unnecessary space that is needed for the teaser (see below, "the first 20 words").
No abstract expressions
Statements like "save money and time" or "increase productivity" are too colourless and vague, so they fade into the background. Instead, use a vivid example that the customer can identify with.
What you should look out for in email marketing
Keep the mailer list short
In email marketing, it is not the quantity of email addresses in the list that is decisive, but the quality of the recipients. The more concise and targeted the list, the higher the percentage of potential customers who will buy. Delete the addresses of recipients who never open these emails and make it easy for them to unsubscribe if they are not interested.
It is better to send e-mails outside business hours
Numerous studies have shown that marketing emails are less likely to be answered or acted upon if they are sent at a time of day when prospects are inundated with daily emails. This usually happens during normal working hours.
Write a short, relevant subject line
Studies have also shown that emails are more likely to be opened if the subject line is no more than 3 words long, rather than a complete sentence. Ideally, the teaser (the first 20 words of the email) should complement and reinforce the relevance of the subject line.
The first 20 words must contain all the benefits
In most email readers, the inbox display contains the sender, the time sent, the subject line and the first 20 words (give or take) of the email. Recipients only open an email if they see something interesting in these four elements.
Why is your product unique?
The email must give the impression that it deserves to be read. Find something about the product or company that is uniquely interesting or irresistible to the customer.
Write from the client's point of view
The recipients of the email are primarily interested in themselves, their own career, their own business and their own customers (in that order). They ignore any message that is primarily about you, your business, your product, your enthusiasm or your opinion.
Show the uniqueness of the product
The email must give the impression that the product is worth the prospect's personal attention. Find something about yourself, the product or the company that might be uniquely interesting or compelling to the prospect.
