The Principles of Effective Email Marketing

Using email marketing is a great method for reaching a number of people who show interest in your products or services. While it may be one of the oldest methods of digital outreach, it still holds a reputation for being an extremely effective marketing tactic.

Of course, you can’t just send out a generic email and hope for the best. This is something that can be perceived as spam. There are some principles to follow that will help you create effective email marketing.

Be specific with your offers

If your email is simply a general reminder of your existence, you won’t get very far in terms of traffic or conversions. Your subject line should make your clients want to open the email, with the content specifying the details. This means, if you have an offer, state it in the title and then explain further when they open it for more information. Just remember that you are not trying to sell a specific product or service here, you can let your website do that. This means that the information you share in the email must be enough to entice them to click the link to your website.

Approach your audience correctly

So, you now know to be clear and specific about what you have to offer, but is that enough to make people head over to your website? What’s more, are you sending this email to the right people? You can be completely specific, but you need to make sure the right people are reading what you have to say. Be sure to define your audience before you click that send button to ensure you have a higher chance of receiving traffic and engagement.

Treat it like social media

Your email shouldn’t be treated as junk mail. Though it may be an advertisement, it should be something that people will want to engage with. Think of it as though it were social media. If you treated every post like an advertisement, you’d lose your following quite quickly. Instead, treat it as a way of telling a story and give you readers an incentive to get involved.

Teething problems happen

Don’t expect your first email to be perfect. Though you can do quite well with your first email, in most cases, it takes a lot of work to get the ball rolling. It’s good to compare your emails as you go along to see who responds to what and what may need changing.

Be clear on the value

From the subject line to the content and imagery, it is important that you are showing the reader the value of your brand and product or services. When someone opens an email, they are expecting you to prove your worth pretty quickly too. Why? Because you reached out to them, not the other way around. If you can’t give them what they want, they will likely delete your email and not think twice about you. If you demonstrate the clear value of your email, as well as your Call to Action (CTA), you will have a much better chance of receiving conversions.

Have the perfect email marketing campaign with Search and More

For some businesses, writing emails requires more time than they’re worth. That’s where Search and More can help. We offer a range of content services for a variety of industries and can create, manage and optimise all campaigns. Get in touch to find out more.

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