Email marketing is the secret sauce in a great marketing strategy. Not only does it help you avoid replying on social algorithms, but it also helps you build better customer relationships, have more direct communication with your audience and safeguards your micro business from hackers.
So, I know so many of you are adopting email marketing so I wanted to share 6 key top tips that might help you elevate your email marketing game to the next level or unlock the potential you've already started.
Are you being generous enough? Email marketing is all about being generous and adding value to your audience. After all, they are in your email list because they want to feel special, exclusive or enjoy high value content. Double check what you're sending out. Is it just discounts and news or are you adding valuable knowledge, experience or exclusive content they can't access anywhere else?
Change up your incentives. If you're using a lead magnet (Please can we have your email in return for this download or quiz) then make sure you change it up often AND assess how well it' doing. Make your magents seasonal or super relevant to a wider content campaign. This adds interest, reaches different segments in your audience & also prompts new interest.
Keep it really personal. All the email platforms allow you to include a 'first name' mail merge. Using first names in emails increases the open and click through rates significantly. This means where you add something like (it differs from platform to platform) 'FNAME', the software will pull out the first name of each of the recipients. This means you could add it to the subject line like 'hey Emily, discover the key to your dream chocolate cake bake'. You can add it the start of each email in a simple 'Hi Emily' or even in the body of the email text, e.g. 'and did you know, Emily, that this process make your cake 100 times better...'.
Keep things simple. It's tempting to simply download all your latest information if you're only sending out an email every month. Although sending out monthly might work for you, still try to only send out up to 3 different topics. It's better to send more emails with less 'stuff' in each. Attention spans are short yes, but also our reader is the most important person, not you. Try theming your emails e.g. 'the chocolate edition' or help readers hyper focus with the a 'quick note' style email.
Make the journey last. So you went to all the hard work of gaining a subscriber and then emailing them, only to not make the journey last even longer. Always give readers plenty of opportunities to click through or download. For example, you're sending out a chocolate cake recipe to download. Make sure that download link is available multiple time in the text, as a link from an image and a button too to make life as smooth as possible for your customers.
Get your audinec doing some work! Encourage your readers to invite their friends to sign up. It could be a simply button share that they can send to friends to sign up or you might incentivise them by asking them to purchase in order to recieve a referral code for a friend. This can be achieved using the tone of your brand but it might be about growing community, selling more prdocust or simply growing brand awareness.
Bonus tip - regularly clean out your lists! Remove those that never open your emails or there are hard bounces (they no longer use that address). This isn't a numbers game but one that keeps your email list productive.
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