6 tips to create a winning email marketing strategy
If you’re looking for affordable, effective marketing ideas for small business, email should definitely top the list. Email marketing offers some definite advantages that can make it one of the most valuable forms of online marketing that small businesses can pursue. It can be easily personalized to rev up its appeal, is extremely affordable, and gives you the opportunity to market your business directly to your customers without having to wait until they stop by your website or social media pages. Simply sending out emails and hoping for the best isn’t going to get you very far, though. Just like with the rest of your online marketing strategies, there are certain guidelines you should follow to get the best return for your emails. To help you on your way, here are our top 6 email marketing tips to ensure your email marketing efforts succeed.
Tip #1: Make your emails mobile-ready
The majority of customers now access their email using a smartphone or other mobile device, and Litmus reports that a whopping 71% of these on-the-go subscribers will delete an email if it isn’t mobile-friendly. Choose a responsive email design to ensure your emails perform perfectly no matter how they’re accessed – there are a number of free templates available online to show you how.
Tip #2: Create winning subject linesA killer subject line is the key to successful email marketing. Create interesting subject lines using these tips will help entice recipients to open your emails:
Keep it short – 28-39 characters is optimum
Make sure your subject lines are directly relevant to the contents of your emails – “bait and switch” tactics are just going to annoy your readers
Motivate recipients by including a call to action
Create a sense of urgency
Include a specific offer or discount
Tip #3: Provide meaningful calls to action
Crafting meaningful calls to action is the best way to boost the click-through rates on your emails, according to Ascend2’s benchmark email marketing trends report. Make your CTA stand out on your email by using contrasting colors and bold, clear language. Motivate your customers with dynamic CTAs that urge them to directly take action such as “Join the conversation”
Tip #4: Choose a simple, clear layout
You only have a small window of opportunity to grab your recipients’ attention with email marketing. Don’t overwhelm them with a cluttered layout design that features so many graphics, flashing gifs, and decorative fonts that your message gets lost. Trust in the strength of your message and go with a simple, clean layout with information divided into two or three sections. That will offer just enough visual stimulation to provide interest and capture your readers’ attention without distracting them from your message.
Tip #5: Use short, succinct wording
Don’t make the mistake of overloading recipients with so much text that it puts them off from reading your email. The purpose of your email is to get readers to click through, so present information in a few easy to scan sections that readers can take in at a glance. Positioning CTAs strategically throughout text will entice recipients into taking a desired action to discover more information.
Tip #6: Choose your graphics carefully
It can be tempting to use big, showy graphics to catch readers’ attention, but loading down your email with too many images or ones that are too big can cause your messages to load slowly or appear distorted in email. Some email clients even gray out images, leaving only broken-link symbols. Recipients aren’t going to wait for your email to load; they’re going to trash it unread and move on. Consider sending out emails that are primarily text-based, using contrasting colors and just a few well-chosen images to enhance the message. This approach will help your message to come through clearly and quickly, which can help increase your open and click through rates