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Marketing with Emails
We all open our inboxes to dozens, hundreds, and even thousands of emails every morning. Many are spam that we mark of immediately sending off into our trash, some we just quickly scan over, double-checking to make sure that there isn't any immediate information that needs our attention.
Emails catch people's attention. Sometimes they hold crucial information from jobs, statements from banks, and even notices from the government. Some emails are fun, filled with jokes, gifs, or photos. But no one likes a cluttered inbox. People will automatically delete things that seem irrelevant and unnecessary. Still, on average, 90% of people check their emails every day which are great chances for reminding people about the existence of your products and company if not to entice people to buy them.
Just don't forget to get permission before taking over someone's inbox. Have people sign up for a newsletter, through your website, or ask if they want to receive deals from your company upon checkout.
So, email marketing is a great way to get leads and keep leads, but unless you want to waste precious time, you need the emails you send to be opened.
Everyone knows that the content of the email needs to be eye-catching, to the point, or another variation of well done. But many people don't make it that far in an email. First, you want people to open and read your email, which starts with the subject line. How many marketing emails have you ignored with the subject line that read "Buy One Get One Free For a Limited Time Only" or "Great New Summer Deals"?
Let's be honest, unless your company never has sales or coupons like Apple, customers expect to open an email and see a new coupon and deal. There is always a sale, and there is always some coupon. That subject line presenting a deal will only encourage the customers that were already planning on going to your store to open your email. Yes, it will let them know you are having a sale, and that information might get them into the store, but they probably won't open that email.
Still, you want your subject line to be something that does provide information with the sort of content that someone is going to find inside. Think of it as a headline in the news. People will scan over it, use it to decide whether the content is worth reading, and even if they don't come back to read the article, they might still refer to it.
Then you have your content. Your content needs to be on-brand. Use the type of images, color scheme, and wording you might use for your website. Make sure that the intent of your email is clear, and you stick to the appropriate tone. If you are sending out an informative newsletter to clients about new projects and successes, the tone should be formal, and there shouldn't be any gifs or emojis. On the other hand, if you are announcing that a product has returned, or an event is coming, and are trying to get your customers excited, you want to seem just as excited so taking an informal tone and going a little crazy is ok.
Create a schedule to send out emails. If you send out an email every day or every other day, you're just creating spam. Different sorts of customers might need different types of emails, as well. Create a schedule to make sure that you aren't bombarding any inboxes, but at the same time, everyone is receiving the information that they need.
Finally, give people an opportunity to opt-out or receive less. Not everyone wants to unsubscribe completely. Maybe they like the offers and deals; they might feel as though they are getting too much in their mailbox, so don't forget to add an option next to the unsubscribe just to cut down on the amount. Don't miss an opportunity to keep your lead.