Whether your email marketing is feeling a little flat, or could do with a boost, these quick wins and proven tactics are sure to get you back to the top of your game.
If you’re trying to boost sales for an online business, email marketing is probably the best thing you can focus on. You can customize, track and tweak your marketing material, all at a very low cost and with a return on investment that you’ll have a hard time getting from any other form of marketing (digital or otherwise).
And thankfully, it doesn’t need to be hugely inconvenient or labor-intensive to implement some changes to your email marketing setup that will win you more traffic, leads, and conversions.
Here are 7 speedy wins you can get working on today.
1. Be Personable
Business talk is so commonly dreary that the slightest bit of personality filtering into an email newsletter can be like a ray of sunshine. If every one of your promotional emails reads like it was written by a particularly-boring robot, you aren’t going to get anyone interested in whatever it is you’re offering them. This often calls for personalization, but not always. The implementation has to be good or it will push readers away. Just be professional in a friendly way, and your readers will thank you for it.
2. Show Empathy
Reading marketing copy often feels like being barraged with features. You have to get them in there somewhere, but never forget why most successful features interest people: because they want help solving their problems. Identify with the reader as you’re writing your copy, prove that you understand them through anticipating their questions and concerns, and stay focused on the problems you’re offering to solve— and don’t include something if it would annoy you to be on the receiving end of it.
3. Keep It Punchy
The longer you type, the more eyes drift away from your email and towards something more interesting. It’s tempting to think that more is better when it comes to content, but that really isn’t true with email. As long as you’re hitting upon the gist of what you want to say—and you’re suitably highlighting the actions you want your readers to take—then anything else is fair game to remove. Aim for quality over length, and you’ll save time in the long run. It’s a win-win.
4. Optimize Your Subject Lines
You can fill an email with wonderful things and it won’t really accomplish anything if no one opens it. A simple change to your subject line format can spark a healthy boost in your open rate in mere seconds, and because subject lines are limited in space, there’s been plenty of work done to figure out best practices and make them accessible through convenient tools. You can also check out some previously successful subject lines for some inspiration.
5. Exploit FOMO
We all suffer from FOMO (fear of missing out), and looking at a low stock level or a countdown clock slowly heading towards a missed opportunity is enough to get a savvy consumer involuntarily reaching for their wallet. You can push this too far—one store sends me several marketing emails each week, and every one of them mentions that ‘the big sale’ is about to end, yet it never does—but use it tastefully and it’ll be really effective.
6. Automate Your Funnel
Identifying the weak points in your sales process is one thing, but taking action to strengthen them can be tricky. That’s why email automation software like Moosend is a huge timesaver, letting you spend your time making your emails as good as possible and then set them to send at the perfect times. If every user who leaves your website with an unpurchased item in their cart automatically gets a reminder email after a short while, you’ll pick up plenty of extra sales.
7. Tweak Your Offer Timing
Imagine that you’re standing on the street giving out free samples of baked goods from your nearby eatery, and you see someone approaching. If you reach out your hand to offer them a bagel too early, they’ll probably feel pressured and walk around you. If you leave it too late, they’ll pass by you without noticing. The timing has to be just right. Showcase the value on offer, build up the action, and then give the user a chance to take it.
There you have it: 7 quick tactics for making any email marketing campaign more effective and efficient. There’s plenty more to be done, but there’s nothing tremendously complicated or expensive in these easy wins, so there’s no good reason not to go for every one of them. You might be amazed by how significantly you can improve your email marketing in just a single afternoon on a very limited budget.
Author: Victoria Greene is an ecommerce marketing expert and freelance writer who always gets suckered in by a great subject line. You can read more of her work on her blog Victoria Ecommerce.