One marketer called email “the original social media.” Long before Facebook and Twitter, email emerged as a powerful communication channel to help build businesses, brands, and influencers. Today, it remains a reliable method to drive engagement and revenue. Here are five fundamentals that will help you get most out of your email marketing.
It’s vital you gain permission from subscribers to email them messages or newsletters. U.S. law does not dictate that you get consent before sending commercial email. However, it has become an accepted best practice to require subscribers to “opt in” by first, providing their email address, and second, confirming their intention by clicking a link in a follow-up confirmation email message.
Write Like a Real Person
Many people receive dozens of emails every day. A vast majority of them are dry missives that sound like a machine wrote them. Effective email messages feel like one friend talking to another. Be friendly, upbeat, engaging and helpful. Add value in the form of information, tips or entertainment. Share stories about your life and tie them to your message.
Stay on Topic
Try to limit your email subject lines and body copy to a single point or topic. Too many marketers send email messages that include a myriad of items that muddle the central theme. It makes it hard for subscribers to know what to do next. One topic focuses their attention on your most important message and simplifies your email editorial calendar planning.
Decide how often you are going to email subscribers and stick to that schedule. Right at the start, tell them how often they will get a message from you. If they are looking forward to one email every day and you mail once a week, they will feel let down. When you say you will send an email once a week, and then begin emailing two or three times a day, they will feel taken advantage of and start to unsubscribe. Set your autoresponder to send them a welcome email as soon as they subscribe. Tell them what content they can expect from you and how often they will receive it.
Tell Them What to Do Next
A clear call-to-action tells your readers what you want them to do after they read your email. It can appear in the body copy or a P.S. situated after the salutation. Keep it short, often five words or less. “Click here to learn more,” “Shop now” and “Get your free gift here” are good examples of short, clear, instructional calls-to-action that lead your subscribers to your intended destination effectively.