So long as you know the tricks to making sure yours is read!
Email marketing is an effective, low cost way for small businesses to get their message out to the world. If done correctly, email marketing is direct, timely, can be quickly implemented and usually demands immediate action. In terms of email marketing in this post, I am referring to the use of an email newsletter.
Now I hate to be a party pooper before we even begin, but industry benchmarks suggest that on average, less than 20% of your database will actually care about and open your email. But don’t despair as I’m going to share with you the top 3 tips to ensuring your email is opened. It’s all about standing out from the noise.
Before you even begin thinking about creating an email newsletter, you need subscribers. Sounds obvious right? The best way to build your database is to have a sign-up box on the home page of your website. Another way is to have a link in your email signature directing people through to your sign-up box. Make sure your subscription process is easy because people don’t like complicated, long-winded processes.
Here are my top 3 tips for a successful email newsletter:
- A Killer Subject Line: Think about your inbox – it’s probably full of unopened emails, many with ambiguous subject lines, giving you no indication of what it’s about. Keep your subject line to the point and make it reflect what your email is about. Use active words that encourage your reader to open the email – make them believe that something of enormous benefit is within the email.
- It’s not about you: As with all forms of writing, remember, it’s not about you. Everyone who reads your newsletter will be wanting to know, ‘What’s in it for me?’ EG: If you run a tanning salon, instead of saying, ‘We do spray tans…’ try, ‘Here’s a quick and easy way for you to become a golden goddess this summer’.
- Have a call to action: Regardless of what message you’re sharing in your newsletter, you should always have a call to action so you don’t waste potential leads. EG: download a free eBook, visit your website, register for an event, contact you or sign up for a special offer on your product.
So get started! Come up with some concepts that you think you’re database will be interested in – some real gems of knowledge that you can share with them. Remember, they’re not fussed about you, your new office or your new ventures but will love any useful bits of knowledge you share that will benefit their business.
Remember, intrigue creates interest. Interest creates leads. Leads create sales.