There’s a fine line between marketing and spamming, so it’s imperative that your company’s email marketing campaign is as effective as possible. It takes more than just hitting the send button to not only engage your subscribers, but to also keep them informed on the most up-to-date information and promotions your company has to offer.
So, when your company’s email campaigns just aren’t getting the job done, what are some effective ways to turn the marketing tides?
Research is everything
If you aren’t marketing to the right audience, it doesn’t matter how much work you put into your emails. A little market research is necessary to ensure that your emails are read and don’t go from the inbox to the trash due to a lack in customer connection.
A common sense approach is probably the best way to go about forming your company mailing list. For example, if your email campaign revolves around extreme sports, it’s probably wise to target a younger demographic. When email marketing corresponds appropriately, success is inherent.
Don’t blur the subject line
When it comes to email marketing, the subject line is your company’s first impression, so make it count. In other words, formulate a subject line that makes the email itself sound like it’s worth opening. Then, and this is the really important part, make sure the email is worth opening.
If your subject line makes a promise like a company promotion or discount, follow through with the promise. Likewise, if your email expresses important, timely information about your company, make sure the subject line conveys the importance of the email itself.
Create content that’s worthwhile
It doesn’t matter how many people you reach, email marketing is only as effective as the content it provides. Poorly constructed, thoughtless content will surely lead to ignored emails or worse, readers unsubscribing.
Along with engaging, quality content that speaks to your audience also comes the readability factor. Attention spans run short, especially with emails, so it’s imperative to relay the necessary information in short, easy to read sentences.
Too much of a good thing might affect your company’s marketing efforts negatively, so don’t overdue it. If you’re overrunning your subscribers’ inboxes, they’ll likely ignore your emails altogether.
Additionally, inconsistent emails might lose interest in your marketing efforts due to a lack in subscriber familiarity. So, disperse emails at a reasonable rate and ensure the information is timely.
Social media and mobile friendly
Considering the proliferation of social media as well as the fact that more and more people check their email on mobile devices, your email marketing should definitely tailor to these two areas.
Linking to your company’s social media pages via email is a great way to increase your online presence, offer promotions, and gain trust among your subscribers. And, completing these marketing tasks on a mobile level is that much better.
So, if your company’s email marketing isn’t making the grade, try taking a few of the effective approaches above and become an inbox success.
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