Wondering if email marketing is still a viable strategy for your business? You’ll be happy to know that your email list continues to be one of your most valuable marketing tools. 2020 is a good year for email marketing, so it’s the perfect time to revamp your marketing strategy and include more emails in your calendar.
Numbers confirm the fact that email marketing is here to stay. Email generates $38 for every $1 spent, which translates into a 3,800% ROI. If done well, email marketing is one of the most effective options available for marketers.
The good news is that anyone can boost email marketing ROI with a pinch of creativity and a couple of tools. Once you manage to cover the basics like a pro, it becomes easy to craft engaging emails for your target audience.
Here are the five elements that any marketing email should have and how to use them successfully.
1. An Actual Sender
Few things are less inviting than a “no-reply” email. It cancels the idea of getting engagement, as it suggests that a robot has sent all your emails. At the same time, it can make recipients believe that you don’t welcome feedback. It’s a strategy that pushes people away and significantly reduces the chances of having your email opened.
Instead, send your emails from a real email address–one that involves using the name of a real person. It’s a way to tell people that you’re open for business and always willing to start new conversations. Your target audience is more likely to open your email, read it, and take action if the message comes from a person instead of a bot.
Moreover, when you use your identity (or the identities of your employees), you also show the human side of your business. It helps people to put a face and a name on that email and even create connections. This way, you get to build meaningful relationships with your customers, which ensure brand loyalty and higher revenues in the long run.
2. A Catchy Subject Line
How can you write an outstanding email subject line that will generate massive clicks and of course, bring sales?
A subject line works when it sends a straightforward message. Adding a bit of mystery could be a nice strategy to test, but, overall, you’re more likely to improve your opening rates when your subject lines anticipate the body of your emails.
People see the value proposition in your message and react. Too much mystery, on the other hand, could be seen as trying to trick people into opening emails that don’t deliver value and waste a reader’s time.
As a guideline, you should focus on the benefits of opening the email. What’s in it for your audience? And most importantly, why should they open precisely your email from all the messages that arrive daily in their inbox?
The secret is not to make promises that you can’t keep. Make sure that whatever you mention in the subject line can be easily found in the body of your email. It’s a way, perhaps the way, to build trust among your audience. As a consequence, they’re more likely to buy from you because they know for a fact that you always deliver on what is promised.
Relevant Book: The Magic Headline Hooks
3. Your Logo
A company’s logo is its most important visual identifier, so you want to make sure that every email that leaves your inbox includes this little image. Ideally, the first thing that people will see when they open your email is your logo.
Your logo needs to be at the right place and in the proper format to make a positive impact. When you add it to your email, make sure that you use a high-quality image format (no one likes pixelated visuals) on a transparent background.
Many marketers opt for a banner or a small image placed at the top of the email, on the left side of the screen. But there’s no universal recipe when it comes to placing logos.
Test with different formats and email templates until you find one that your recipients appreciate. What matters is that the logo fits in the overall design so that you remain above a 60:40 ratio of text and images inside the email.
If you add to many visuals or too much text, your target audience might get distracted or bored by the design, and they could choose to delete the email and even unsubscribe. Also, make sure that your logo is easily readable and recognizable on all devices, as many people today read their emails from their smartphones.
4. Personalization That Doesn’t Scare People off
Personalization in email marketing allows you to treat every recipient in your email list as an individual with specific needs and interests. According to Campaign Monitor, as much as 74% of marketers agree that personalization increases customer engagement and can lead to average growth of 20% in sales.
You can personalize your emails by segmenting your audience. Then, you can send targeted messages to each category in your list, based on their interests or previous interactions with your brand. What’s more, you can use personalization tags to insert a user’s name in the email and make the reader feel like you wrote one message with the individual in mind.
What you shouldn’t do is try too hard to impress your target audience with how much you know about them. If you become too personal, you risk being intrusive and scare people off. Let them know that you know and care about them, but don’t come across as though you tracked them down.
The trick is to find a balance between your ability to deliver customized services and a person’s need for privacy. This way, you can optimize your emails for good, without being too scary.
5. A Call to Action
The point of every email you send for marketing purposes is to convince your audience to take action. So, the call to action (CTA) is a must-have in any marketing email–no matter what you may think, people love being told what’s expected from them.
A compelling CTA doesn’t ask people to step outside their comfort zone. For example, if you’ve just sent a welcome email, it’s too early to ask people to buy your product. Depending on how you convinced them to share their email addresses in the first place, you should encourage them to read your content, visit your website, or learn more about your brand.
Asking for too much too early could make people regret they shared information with you. In this situation, they’re likely to unsubscribe from your email list before you even manage to connect with them.
Once you have these five elements set, writing emails that build trust and consolidate customer relationships becomes an easy process. All in all, it’s all about staying human and showing your target audience that you care about the people who receive your messages.
These five elements make a strong foundation for an effective marketing campaign and can help you to convince people to open and read your emails. In time, you’ll get better at writing content and improve engagement even more.