Email marketing is a powerful tool that offers brands and businesses the opportunity to send content to current or potential audiences straight to their email. Many email marketing tools offer the capability to create simple, functional layouts that can be sent to segmented lists based on the information you wish to provide. It’s a common tool used by many businesses to bring in leads and keep you connected with existing customers, but email marketing can often go awry when not carefully thought through. So, before you hit “Send,” take a look at the following tips to make sure you’re getting the most out of your email marketing.
Start with an Enticing Subject Line
Grabbing a reader’s attention starts from the second they see a new email in their inbox. Your email has a 50/50 chance of being opened or deleted, so use a subject line that is catchy and fun, offering a taste of what you’re going to provide without being too pushy or salesy. Using an emoji or two, if applicable, can bring attention to your message in sea of plain text, but beware of looking juvenile by using too many.
Use a Branded Email Template
Like any other marketing piece, your email should feel cohesive with the rest of your brand. Simple templates generally have a header with the company logo at the top that immediately starts the reader off with your brand in mind.
You can also brand your email template through your choice of color, typography, and a footer at the bottom of your email content. Many email marketing software such as MailChimp, Pardot, and Infusionsoft, offer pre-built templates that allow brands and businesses to customize these elements to create a unique experience for any company. Whichever template you choose, be sure it reflects your brand and is functional for any device. The recurring email template design will become familiar to audiences and promote brand recognition.
Break Up Your Content
Reading an email should be quick and easy, not like reading a novel in your inbox. Break up your content into small, manageable sections that are separated by headings or images. If you choose to add imagery, make sure that your message does not rely solely on visuals. How your email application is configured will dictate if images are blocked. This will impact the first impression of your email if images are used. A best practice is to incorporate imagery that supports the content, but only when necessary.
Add a Call to Action
Before your email comes to a close, remember to include an opportunity for readers to call, click, or learn more about what your company has to offer. Maybe you are encouraging the reader to explore more content on your blog. Perhaps you are offering a free trial or downloadable content such as white paper. Whatever it is, be sure that your call to action is clear and eye-catching. Including links to your website and social media profiles in a footer will give the reader a chance to explore more of your content beyond email.
With the right care and attention, email marketing can be a great way to reach new audiences and offer valuable content to existing readers. If your messaging is clear and your email is attractive, readers are more likely to dive deeper into your content and come back for more.