By Greg Brown
E-mail marketing can appear daunting between CAN-SPAM laws, spam filters, and confusion over the best method. Whether you’re an e-marketing novice or tried it before with poor results, learning the tricks of the trade can make the process more comfortable and successful. Here are 10 tips to get the best results from your e-mail marketing campaigns.
1. Start with the reader’s point of view in mind.
This may seem obvious, but you have to approach all marketing from a reader’s point of view. This is especially true for e-mail marketing, where the recipients will judge, usually within seconds, whether they want to open your e-mail. If you wouldn’t open it if it landed in your inbox, chances are your readers won’t either. But that doesn’t mean it’s hopeless. Just think of something that would draw your reader’s attention and go with it.
2. Choose a compelling subject line.
This is probably the biggest success factor in getting e-mail opened. Remember, no one will see all you have to offer if they don’t open your e-mail, and they’ll choose whether to open it based on the subject line. A catchy subject line can be a little creative, or write one that’s more to the point if you’re advertising a basic need everyone can use. What you might view as your best benefit may not be the best subject line because readers need to trust you to open your e-mail. You can get to the rest within the body of the message.
3. Correctly structure the body of the e-mail.
This is more complex, but very important. Once again, you need to look from readers’ point of view and think about their eye flow as they read. This might mean leaving wordy information for the end of the e-mail and instead starting with a compelling question, offer or great benefit to capture the reader’s attention. A few pictures can enhance your e-mail, but remember it’s not a website. Too much content will overwhelm readers and they’ll get bored quickly.
4. Think strategically.
As a business owner, you must market yourself based on the real best reason to do business with you. There might be many impressive aspects to your facility, but think about the reason people will actually choose to store their belongings there. This can really be different than your first instinct on e-mail marketing.
5. Lead the reader intuitively to buy.
Some of the best e-mails give very compelling reasons and naturally convince you to “click here” for more information or to get the stellar offer they advertise. Simply putting a link to your website will not give you the results you want.