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As marketing budgets tighten and the global economy continues to flounder, many business owners wonder what they can do to keep their businesses financially healthy and flourishing. One of the best places to start is by leveraging the promotional tools you already have at your disposal, such as email.
Email is an extremely effective marketing tool that is often overlooked in favor of more trendy tools and tactics. When used efficiently, however, email marketing blows most other marketing methods out of the water. Email is an essential element of any digital marketing campaign that allows you to communicate with prospects on a regular basis and build lasting relationships with them.
Build Trust and Loyalty
Email marketing keeps your business at the top of mind, so your company is the first that prospects think of when they require the types of products and services that you offer. You can use email marketing to send valuable information and content to your subscribers. Over time, this will lead them to view you as an authority in your field and a credible source of information. This builds trust and loyalty, making it more likely that subscribers will reward you with their business. However, your email marketing campaign will only be successful if you can get people to open your emails in the first place.
Write Compelling, Personalized Subject Lines
Writing successful marketing emails boils down to a few best practices that apply to both the subject line and the message body. It does not matter how great the content of your emails are if their subject lines are not compelling enough to entice people to open them. Use personalized subject lines to grab people’s attention and encourage them to open your emails. You can use the recipient’s name in the subject line. For even further personalization, mention the recipient’s location.
An email subject line should be action-oriented. For example, you could use verbs like, “ask”, “buy”, “build”, or “download”, so people know exactly what action they could take if they read your email. You should also make an effort to keep the subject lines of your emails short. It is not necessary to describe the content of an email in detail in the subject line. You just need to give people enough information to encourage them to open your email and learn more. Be sure that the subject line of an email is directly related to the content of the email, so people do not feel shortchanged after opening it.
Craft the Right Message
Businesses commonly make the mistake of sending out promotional messages without paying attention to what their audience wants. If people do notfeel like they are getting any value from your emails, they will ignore your messages or hit the delete button when they seem them crop up in their inbox.If you want people to read your emails, it is important to provide lots of value so that they actually look forward to receiving your messages.
In order to develop the right content for your email marketing campaign, first decide on your marketing goals and objectives and craft messages that address them. Keep your marketing emails concise because most people will not read through them in their entirety and will just skim to determine the overall message. Summarize your key points in a compelling way and then conclude your emails with a call-to-action. You can emphasize important points in a marketing email by using images, bolded words, hyperlinks, etc. Get people to click through to your website for more information.
Write in a conversational tone and keep the messages personal and casual. This will help you build stronger relationships with prospects because they will not feel like they are reading messages from a faceless company – they will feel a personal connection with your brand.Research the topics you write about extensively so you can provide quality information to your prospects. Study your target audience carefully to better understand the challenges they face, so you can ensure that your emails deliver the information they seek.
The success of your email marketing campaign ultimately depends on the amount of value you provide your customers. What else could you do to make people want to open your email newsletters and look forward to their arrival?