Email Marketing is not dead - Common Sense Tip #3

As per common sense Tip #2: Deliverability, be sure your note makes it into the end user’s inbox. We know that not all email marketing tools are built equally, and some truly are better than others. So help yourself out by using one that works on your behalf to get your message in front of your intended audience.

 If you haven’t read Tip #2, do so now before diving into Tip #3 (and the same goes for Tip #1).

Knowing that consumers can mark messages as Spam with relative ease, be sure to give them a reason to want to open your emails.

3. Be relevant.

Marketing strategies are created for a reason, and communication calendars are meant to be followed, but be willing to acknowledge when you are forcing it. Adestra says that 57% of younger consumers actually set up an email account JUST to receive emails that they don’t ever intend to read. You DO NOT want to end up there. 

Common Sense Tip #3 - Don’t just send emails to do it; have a purpose.

Time is money, and to waste time is to throw away money. Can you imagine watching someone actually throw money into the trash? It hurts to even think about, so remember that pain when you are creating email marketing. Ask yourself:

  1. Do I need to send this message out?

  2. Does my subject line motivate them to open the email?

  3. Did what I include in my message really deliver what my subject line promised?

  4. Have I messaged them lately?

1.   Truth talk - is what you are sending valuable?

  • Yes, my readers want or need this information!

  • Not really, I’m just trying to keep up with a weekly schedule.

Just because you think your email has value doesn’t mean that the reader will agree. “Just ask yourself if your emails are valuable even if the customer never buys.” - Noah Kagan, AppSumo

2.   Give them a reason to open your valuable message.

First impressions are everything, and your subject line is your first chance to help your readers realize they should open your email message. It’s your way to stand out in the crowded inbox, and that’s why it’s so important to craft a subject line that compels people to click through.  

    • Be direct.

    • Be enticing.

    • Keep it short and sweet.

3.   Be true to your word and don’t waste their time.

Effectively communicate the value of the information you want to share and make it easy for them to know what to do next. Bottom line, it’s about trust. Studies have shown that trust is the most important thing in e-commerce, so you need to deliver on what you “promise” in the subject line.  

EXAMPLE

Subject line: You’re 1 click away from rewards

Message: Welcome to our membership program! We are excited to have you join the family and want to start you off right with $10 off your first purchase.  

CTA button: Shop Now

  • Build trust: That 1 click takes the users to their account, where the $10 code is already applied to anything in the shopping cart.

  • Lose trust: That 1 click takes users to your website, where they see a banner ad that states, “You’re 1 click away from rewards.” So they click the banner and are taken to a page where they have to give an email address. “But wait,” they think, “you already have my email because it was your email that you just sent me that got me to this point. Well obviously you don’t know me and therefore don’t value me as a customer,” so they click X, and the website window is closed.

Building trust in email marketing is like the Ralph Waldo Emerson quote, “Good thoughts are no better than good dreams if you don’t follow through” - so say what you mean in your email and mean what you say with follow-through in functionality.

4.   Are you coming on too strong?

Sometimes less is more when it comes to email marketing, and the frequency that you send messages will impact results. Emails that are received less frequently appear more important, and emails sent excessively feel impersonal. Ask yourself:

    • When was the last time I emailed?

    • Have I told them this same thing before?

In summary, think of email marketing like a relationship, where you need not be selfish. It isn’t about you - it’s about the readers/customers. So be respectful of their time and attention.

(Guest post written by T. Nugent & Associates COO, Katie Cochrane)