Why You Shouldn’t Ditch Your Email Marketing Campaign

With so many social platforms available on the Internet these days, you might be tempted to give up on more traditional forms of online marketing. But before you ditch your email marketing campaign, consider the following:

According to an article on Entrepreneur, a Mckinsey & Company survey found that email marketing is at least 40 times more effective in acquiring new customers than social media platforms such as Facebook or Twitter. Additionally, the study claims that emails prompt purchases 3 times more than social media, with a 17% higher order value.

Why Email Marketing Matters

Whether you need to build a customer list, generate online conversions, or advertise new products, email marketing is an all-in-one solution that’s affordable, effective, and relatively easy to do.

While businesses may be focusing their marketing efforts on social media these days, McKinsey & Company points out that 91% of US consumers still use email daily, so it’s hard to negate its marketing potential.

With a few simple skills, you can learn to harness the power of email marketing and stand out against the competition.

Tips That Get Your Emails Opened

If you’re ready to have your emails opened—and read—for a change, try incorporating the following simple tips and see for yourself just how easy and effective email marketing can be.

Personalize Your Emails

Because the success of your email marketing campaign depends on your open rate, that’s the first area you should improve. Start by personalizing your emails by using your company name as the “From” address.

If you’re anything like us, you shy away from anonymous emails. After all, who knows where those emails are actually coming from, right? And if they’re being sent by some random batch company, it just makes you feel like another faceless consumer who’s only purpose is to hand over your credit card number.

When you use your company name as the “From” address, you’ll establish recognition with your customer and stand a better chance of getting noticed in their crowded inbox. An email from “Brian at Rain Retail” carries a more personal tone than, say, “Shoplet” or “iPage.”

Similarly, using your subscribers’ names (like, “Hey, Brady!”) in the “To” field establishes a friendly tone for the email, as in the example below:

Avoid grouping your potential customers into a generalized greeting like “Dear Consumer”, which does little to inspire your recipients to open your emails.

These tips might seem overly simplistic , but they can make a big difference in increasing the success of your open rate.

Create Irresistible Subject Lines

As noted on Techi, one of Obama’s most successful fundraising campaigns was accomplished with email marketing and a simple one-word subject line, “Hey”.  Surprising, isn’t it?

Maybe it was effective because people just got tired of receiving traditional-style emails like “Help me out on the campaign trail”. Or maybe the brief tagline felt more like it was coming from a friend, not a politician. Either way, the simplicity of that three-letter subject line is even more impressive when you consider that it generated a whopping $690 million.

We’re not saying you’re going to make millions of dollars with your subject line, but you will give your email a fighting chance of getting noticed over hundreds of other emails inundating your readers’ inboxes.

Asking a question is a great way to generate subject lines that are irresistible to your readers. For example, if your subject line is “Question about Website Security”, your customer’s going to have to open the email to find out what the heck the question is.

Listing a benefit for your potential customer in the subject line is another effective way to generate interest. If your subject line reads “A Savings of $7000 for DivePro”, there’s a darn good chance DivePro is going to open the email to discover how they can save $7000.

To make your subject lines more attention-getting, use power words that elicit emotion. According information found on Buffer Social, using words like instantly, discover, secret, remarkable, Tell Us, etc. trigger the emotional processing portion of the brain and fuel the need for prompt gratification.

When you create simple headlines that generate interest and capture attention, you’ll increase your open rate by getting readers excited about the contents of your email.

Make Your Readers Feel Like They’re Missing Out If They DON’T Read Your Email

Share just enough information in your subject line to keep your readers curious enough to continue reading. A good example might look something like this: “This is Why your Website Stinks and How You Can Fix It.”

This is referred to as an “Open Loop”, which stimulates the brain’s natural desire for completion. The brain will remain in a state of tension that will keep the reader engaged until the critical piece of information is revealed at a later point in your email message. Just make sure you actually give your readers the information they need to feel as though they’ve closed the loop (this is the value portion of your message) so your readers don’t feel as though they’ve been duped.

Inspiring curiosity in your readers will keep them reading until you deliver the awesome answers to the questions you’ve created in their minds.

Use Email’s Body Content To Offer Promised Value

Now that you’ve peaked your reader’s interest and prompted them to open your email and keep reading, it’s time to provide the promised information and value that will give them closure to the open-loop you’ve created with your subject line and content.

Whether you include a video, a bullet point list, or a piece of curated content, focus on supplying your reader with relevant and genuinely useful content. This includes expert advice and content that educates, inspires, and entertains. When you provide your readers with true value, they’ll start paying more attention to the emails you send them.

Email Marketing Made Simple

While email marketing might seem rather traditional and boring when compared to all the social media platforms available in our modern age, but the fact is, it’s an undeniably powerful form of marketing that’s affordable, efficient, and simple.

By using email marketing to provide exceptional value to your subscribers, you can increase online conversions and grow brand recognition.

Interested in a website with a built-in email marketing tool that helps you easily broadcast valuable information to your readers, such as industry news, product updates, savings coupons, upcoming classes, and special store events? Contact Rain Retail to see how we can simplify email marketing for you!

Sherene Funk is the author of the contemporary romance Autumn in Your Arms and two small business e-books. She is a voracious reader who owns more books than she can ever read in this lifetime. A graduate of Brigham Young University, she worked in advertising for many years before moving to her current writing position at Rain Retail Software. She researches non-stop to see what successful retailers do and loves to share what she learns with small business owners.

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