5 Tips to Make Your Email Marketing Successful

Email marketing has proven to be an effective and low-cost way to reach potential customers on a one-to-one basis, but it can sometimes be tricky to get right – especially when you have little or no experience with the process. Use these five tips to make your email marketing successful and profitable.

1) Writing emails that people love

The best way to start your email marketing is by writing great emails people actually love. Send every email as if it were a letter that you hand-wrote, putting your heart and soul into it. This isn’t just good advice for building relationships; it’s what separates professional email marketers from those who hit send on an auto-generated message and then wonder why their open rates are so low. But what does good writing look like? Well, it all starts with an attention-grabbing subject line—the first thing customers will see when they get your email in their inbox. A recent study from Yesmail Interactive found that most people only read about 12 percent of any given newsletter or email message before deciding whether to continue reading or not; if you can’t grab someone right away, they won’t keep reading. On top of having an attention-grabbing headline, you also want to make sure every piece of information inside each email offers some sort of value for your readers. If there’s no compelling reason for them to keep reading once they get past your subject line, there’s nothing wrong with letting them know what kind of information to expect if they do click through.

2) Crafting The Perfect Subject Line

Give your readers a clear idea of what your email is about. That will keep them from deleting it without opening it. Try to relate it directly back to something that’s going on in their lives, like a problem they need help with or an upcoming event they want more information about. If possible, use keywords that people might be using when searching for products or services like yours. For example, if you offer pet grooming and pet sitting services, include words like dogs and cats in your subject line. It works! Here are some things to avoid: (1) cute gimmicks; (2) product-specific keywords; (3) anything generic or vague. Remember: you have only seconds to grab someone’s attention—so make it count! The same applies to your email content. Offer a solution to an existing problem (or create one by telling them how to solve their problems), give lots of useful information, and don’t try too hard! Being genuinely helpful goes a long way toward creating valuable relationships with customers.

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3) Personalizing Emails

The first tip is to personalize your email marketing campaign. A survey has shown that more than 80% of recipients open email messages when they recognize a name or other relevant information in them. This seems like a no-brainer, but if you make sure your brand is always recognizing each customer individually through personalized language, you’ll notice an uptick in opens and clicks from customers who feel recognized by your brand. Good luck! 😉 (Yup, we just used our own personalization tip on you!)

4) Finding people who want your emails

The first step in running a successful email marketing campaign is to make sure you have people on your list who actually want your emails. Don’t spam people, even if they signed up for it; it’s not only unethical but also ineffective because recipients will simply mark your emails as spam and ignore them in future campaigns. Instead, be sure you give them a way out of your list with every email. A good rule of thumb is that if they don’t open an email from you within 30 days, unsubscribe them or filter their address into a separate list. If someone doesn’t opt-out or engage with your content within a few messages (including after clicking through from an external site), she isn’t engaging enough for us to give her our best stuff—and we don’t want to annoy her by continually pinging her inbox without value.

5) Keeping in touch

When we connect with customers on an ongoing basis, they feel valued and more loyal. It’s up to you how often you email your customers—every day, once a week, or only when there’s a special deal or promotion. Whatever you choose, it’s important that you don’t overwhelm your customers by sending too many emails. If people find your messages annoying, they’ll start ignoring them. So be thoughtful about what you send out—and when. Ask yourself: Are these relevant? Are they interesting? Do they have value? Does my customer need them? Will my customer read them? The answers to these questions will help keep your mailings from going straight into your customer’s spam folder.