Email marketing is so easy to do that many businesses do it almost on auto-pilot, and then wonder why they get poor results.
Too often they worry about the process and neglect the content, resulting in low open rates with most of their target audience failing to read a single word!
But the basics can be easy – just think about which emails you decide to open and then decide to read, and which ones do you automatically filter out to ignore. And work out how you make those decisions. Usually it will involve the following:
1. Email headline or title must catch the attention or trigger curiosity, without being ‘spammy’. A poor headline is the fast route to the waste bin! It needs to convey enough information for the reader to want to learn more.
2. Who is the email from? Is it someone whose reputation you value and trust, or a company you’ve never heard of? Building the trust of your mailing list over time by providing content of interest and value is a good long term investment. An email from a known individual is more likely to be read than one from a corporate role address such as sales@ or info@
3. The content of the email itself should inform and assist the reader, even when the primary message is a sales proposal. It should be written in a style which you’d like to read.
Always think, would I open and read this email? And if you are unsure, work out why and change it!
WSI helps a number of clients to run successful email marketing campaigns across a variety of industries. If you would like to learn more, call us on 01928 787026.
