EMAIL MARKETING... IT’S A BLAST!
IF YOUR EMAIL inbox looks like mine, then you know the importance of standing out in a crowd.
In the span of an hour, I sometimes receive 50 or more emails. Of those, there might be an email or two from my boss or my co-workers, and maybe a few from family and friends. Sometimes, there’s an email from one of the local organizations that I support, such as Rotary or the Chamber of Commerce, and a few from local companies that I support.
But the vast majority of my email comes from companies I do not know -- and I did not ask to be on their email list.
I admit I don’t read every email that comes my way, and that delete button or swipe to clear is pretty handy.
However, despite the challenges, email still has the ability to engage me - and that often happens when I least expect it.
Email can be an engaging medium. And marketing experts are skilled at crafting emails to catch my attention so I can’t resist the curiosity to see what’s
inside.
How? Let’s take a closer look.
• When an email is personalized and my name is used - I am more likely to open it.
“Bill, we’re introducing the newest dish on our menu!” Me: Food? New Menu Item? I’m in!
• When an email comes from a local company, I tend to open those emails.
“Bill, Is it time for your annual A/C tune up? Have we got a special for you!”
Me: Actually, yes! Thanks for the reminder!
• When the email has an interesting headline or subject, I can’t resist clicking open!
“Bill, ticket sales open in 30 minutes - and it’s going to sell out fast!”
Me: Cool! Two Tickets Please!
Once I take my time to click on that irresistible email, I expect the information to be what was advertised and relevant to my interests. The lure, so to speak, that brought me into opening the email had better be worth my time. Otherwise, the business risks losing me in the future.
Here are some tips for Email Marketing to keep me - and your customers engaged and wanting more!
• Send me emails that will interest me.
Sure, I’m one of your customers, but that does not mean I need to know about every one of your services. So segmenting me in your email database will keep me getting just the right emails that reflect my interests or needs.
• Make the email easy to digest and read.
Start with a clear headline with a call to action. Include a large graphic image that lets me see at a glance what the topic is. Include details -- but make it easy for me to skim for important information. And odds are, I’m likely reading your email on a mobile device, so a responsive design that adapts to any device - cell, tablet or computer - is important.
• Make it easy to get more information.
Add a link to your website, an informational video, or a coupon.
• Send me regular updates … but please, don’t annoy me.
Create a schedule of seasonal offers or information updates so that I don’t get too many emails from you.
Too many emails will turn me away from your business, prompting me to unsubscribe from future efforts.
If you want to use email to reach your existing or future customers, email management is easier than ever. You can utilize one of the many email services and do it yourself, or you can hire a marketing company to work with you. If you choose to go the DIY route, remember - your emails must be compliant with legal regulations to stay out of trouble.
For more information on how to develop an email marketing strategy, give us a call at Sun Media Digital. Our team can take the stress off your shoulders and help you craft and deploy the perfect email marketing campaign.
For more information, give me a call at (928) 539-6825, or email bregenhardt@yumasun.com.
BIZ | September-October 2020