Sure, email marketing sounds like a piece of cake, but the numbers don’t lie. Here are five steps to get your open and click rates up, up and away.
It’s important to preface these steps with the fact that your email marketing strategy is dependent upon a compelling subject line. All of the following ingredients are vital for making the cake, but if you don’t preheat the oven, no progress will be made.
We like to make the subject line a question that intrigues readers or a bold statement that people can relate to. It’s all trial and error to determine what kind of content your audience engages with. But, once you get them, you have to work to keep them:
Step 1: Brainstorm A Beneficial Topic
The keyword here is ‘beneficial.’ If the information in your eblast isn’t going to better the lives of those who open it, you’re starting off in the wrong mindset.
The whole point of building an email list is to give your audience more access to exclusive information about the products or services you offer. If they can learn a thing or two from your monthly eblasts that could possibly save them time or money in the future, you’ve likely earned a loyal customer and dependable email-opener.
Step 2: Create A Clean, Engaging Template
Imagine: You open an email and all you see is large paragraphs of text. There are few design elements and little to no pictures, so what do you do? You get bored and move onto the next one.
That email could’ve contained the winning lottery numbers, but time is money and if you don’t immediately hook your reader, your email isn’t getting read.
People often wonder why their open and click-through rate is so low, but they fail to look at the bigger picture. If you’re going to spend time crafting a template, make it impressive, make it fun. MailChimp and Constant Contact both provide options for dividers and borders to organize your email in a clean and concise way.
Step 3: Craft Well-Written Content
Email marketing is only as effective as your content. Think about your brand’s unique selling proposition. What do you do well in your industry? This could be your relationship with consumers, exclusive offers, community-involvement, or whatever else could make your email worthy of a read.
Use a conversational tone when writing to your readers and include tips or tricks that they might not even know they needed. It’s your responsibility to provide quality content that your audience will benefit from. Think about what you’d want to see from that brand and deliver.
Step 4: Add Colorful Graphics & Images
Email blasts provide a unique opportunity to get creative with your brand. You’re given the freedom to showcase your brand’s personality through a more personalized medium.
Emails are an invitation into a person’s inbox who signed up to engage with your content and receive exclusive information. By adding colorful images and graphics, you’re providing your audience with a side of your brand that’s more fun than the traditional.
Step 5: Include A Deserving Call-To-Action
If you do all of the above in a thoughtful manner, you’ll find more people compelled to dive a little deeper into your brand. An organized, well-crafted email marketing strategy will always raise attention to the right people.
In our bi-monthly newsletter, we include several call-to-actions that go to a certain blog for more in-depth information or link straight to Kaitlyn’s calendar to set up a free 30-minute consultation. Either way, we’re driving people from the email to engage further with our brand, which is a win-win.
For more information on crafting the perfect email blasts, fill out the form below. We’d be happy to help guide you towards a more effective email marketing strategy!