Content is key for email marketing, but are you doing it right? Your information is bursting at the seams and you want all of your customers to be informed, but how much is too much? How much is not enough? And what is actually boring to your audience? Our past posts have taken you through the process of finding content and making it work for your business, but now is the time to fine-tune your emails to perfect the content process. So roll those dice and take a chance on your email outreach to get the best results possible.
More Is Not Better
Having a lot of information for your customers is great. Sending it all to them in an essay form email: not great. Email open rates are small already, so overloading your customers with too much information is an easy way to ensure that they will not read it. If you have great content, you want to make sure that it is read and received by your audience. Take it one point at a time; choose one topic or subject to be the focus of an email, blog, or other social post. Highlighting one important point will help to ensure that it will be read and properly received by your audience.
Consistency Is Key
After you’ve limited your content to make sure you’re not overloading your audience, make sure that you are not overwhelming them with the amount of emails you are sending. If you send multiple emails a day they are likely to get deleted. Slow it down and pick an email schedule to stick with. Pick two or three days a week to send a message to your audience to improve your open rate.
Rid Yourself Of The Boring Subject Line
A not-so-boring subject line is the first step to pull in customers. Here are some recent examples from my inbox:
The Perfect Top Is Now 50% Off!
Gifts That Make A Love Connection
Extra 20% off Beauty Because You’re Like, Really Pretty
Yes, I opened all of these emails. Why? Because they were interesting. Simply posting what product you’re trying to sell or the exact subject of your email is likely to turn your customers away. Asking a question or using a witty line is more likely to improve your open rate. You don’t need to explicitly say what the email is about, but you can’t completely escape the content topic either. Find a middle ground and increase the desire for a customer to open your email and find out more.
No Call To Action = No Point
You’ve complied the perfect email with the right amount of content and a witty subject line. Once the email has been opened, what’s the point? Make sure that you have a REASON for your customers to be opening your email. If they are learning about a new service or product, provide a link or a coupon for them to use to make a purchase. Insert a link to a landing page if you have included an offer. Without a Call-To-Action you are handing out content for no reason other than informing. Yes, informing is great, but take the next step to make your email more meaningful for your business.
Too Much Text, Not Enough Images
Including pictures and graphics is a great way to make your message more light-hearted and enjoyable to readers. Adding an image of the product or service you are promoting will lead customers to read the information you have provided about it. People are drawn to visuals, so make sure they have a place in your message.
Is Your Design An Eye Sore?
Along with images, make sure your design is eye catching. Clean and straightforward designs ensure a positive reaction from an audience. If you’re great at InDesign and PhotoShop, more power to you (I am still trying to learn myself) but the high level graphics and designs may not be best suited for an email message. Make your design easy to read in order to grab the attention of a reader in the first few seconds of opening.
Content is key, but make sure that you are promoting it in the most successful way possible. Email marketing is a great way to reach your already established customers or your interested leads. Make sure to avoid some of the common missteps to increase your open rate and turn those leads into valued and loyal customers. Marketing a small business is a full time job, so let us help you make it easier with our daily checklist for your social postings. (See what I did there? It’s a Call To Action)
For more information on small business marketing content, read some of our latest blogs:
Take Your Small Business Customers By Surprise
6 Steps Every Small Business Should be Doing for Their Social Media Marketing