Emailing your customers gives you an opportunity to capture attention, reinforce relationships and increase sales.
“Email marketing can be quick, cheap and effective. It can be easy to monitor and offers busy business owners and professionals leverage by being able to send information to thousands of people at once at the simple touch of a button,” says Velocity Media + Communications owner Amanda Jesnoewski.
“On the other side though, email is the most popular form of business communication, so you’re competing with sometimes hundreds of emails a day for your reader’s attention. This means you need to be innovative in your approach.”
With limited time and shortened attention spans, it’s becoming increasingly imperative to make your content cut through the clutter and get your message across succinctly to make an impact on your target audience.
In a time of information overload, how can you ensure your emails don’t get automatically deleted? Here are three questions you need to ask when composing and sending out an effective email.
1. What’s the intent of the email?
If you’re sending out newsletters or electronic magazines (e-zines) you need to think carefully before deciding what tips, resources and tools you should share with your subscribers, says Jesnoewski.
For content ideas, start identifying what questions your existing customers and potential customers need answering to make their lives easier or better.
“Explain how your product, service or business can solve a problem they might be facing and be very vivid with your description of taking them from pain to pleasure.”
2. Is this email absolutely necessary?
Those on your mailing list – your customers, suppliers or general subscribers – have given their permission to be contacted, so personalise your emails and avoid general statements, such as ‘hello business owner’.
“Value your reader’s time – keep it brief and full of value,” says Jesnoewski. “Most importantly, never underestimate the power of your subject line as this will determine if they open or delete your email.
“How frequently you send emails can depend on your goals, objectives, industry, customers and personal preference, although, I always recommend at least monthly, if not fortnightly to build trust and stay at the forefront of people’s minds.”
3. Does the email contain value?
From the very first email you send to a lead, you’ll need to be able to get your message across quickly and powerfully to make an impression – which is why sometimes taking an unconventional approach to email marketing can net positive results for your business.
“Put yourself in your customers place, and ask, what are their needs, wants, frustrations and challenges? What information do they need to know? What is keeping them up at night?” says Jesnoewski.
Like any contact you might have with a customer or potential customer, your content needs to add value, so put your high impact or most relevant copy and images first to keep readers engaged.
Your content should be a key part of your marketing strategy, so be sure to prioritise quality material and deliver the right message at the right time to strengthen customer loyalty.