Despite the many trends we’ve seen in the world of marketing over the past few years, email remains a constant in terms of driving new and repeat sales for your business. Given the fact that 44% of people who receive email marketing messages made at least one purchase from an email, it’s worth diving into better strategies for conversion.
1. Make it Easy to Share, Forward, and Unsubscribe
There’s nothing more frustrating than a promotional email that doesn’t include links or buttons to forward to a friend, share on social media, or even unsubscribe. Most email marketing platforms build these features in, so take advantage of them. You’ll increase your subscribers and keep them happier.
2. Tweet it Yourself
Got a particularly great article or offer in this week’s email? Send a link to sign up to view it on Twitter, Facebook, Google +, and anywhere else you have a social presence. You’ll connect the dots between two marketing platforms and help strengthen your customer relationships.
3. Pay Attention to Stats
Your email marketing software provides ample statistics that tell you who opened your email and/or clicked, and who made purchases from it. This is valuable data that can help you shape future email campaigns.
4. Be Consistent
If you send a newsletter on the 15th of every month, people will come to expect to receive it then. Don’t get off schedule and start sending your emails willy-nilly, or you’ll upset customers, who like routine.
5. Don’t Go Overboard
No one likes being bombarded by emails from a company. Find the balance: if you have regular sales and promotions, you might be able to get away with a weekly email. But if more people unsubscribe at that frequency, dial it back to once every two weeks. Or give people options for how often the receive your emails.
6. Spend Time on the Subject Line
It’s what gets people to open your emails. Speak directly to your audience. Entice them. Make them want to open your emails with that all-important subject line.
7. Make it Mobile-Friendly
Did you know that 43% of all your emails are being opened on mobile devices? If your email doesn’t render well in mobile (it’s hard to read, readers have to scroll to view it all), you might lose readers. Your email marketing platform should have a mobile-optimized option.
8. Choose Your Send Time Wisely
This sometimes takes a little trial and error. But if you’re targeting consumers at home, they’re more likely to check their email before going to work or after 5, so send your email so it’s there waiting for them. If you’re aiming at B2B customers, hit them mid-morning to early afternoon for best open rates.
9. Don’t Forget Your CTA
Every email you send should have a Call to Action in it. The earlier, the better, since most people don’t read an entire email all the way through. Encourage people to click to buy, enter to win, sign up for free info, or call for a consultation.
10. Offer Unique Deals
You don’t want to blast the same offer you posted on Facebook and your website via email. Make it unique so your email subscribers feel special, and are more likely to use the deal.
Get more email marketing tips with the free webinar, “Get Started with Email Marketing in the Social Age,” on January 21, 2014, at 10 am Pacific, 1 pm Eastern.