Email marketing is one of the most effective digital marketing channels. Your email list is full of your best customers. They're the shoppers who want to hear from you. They love your products, they love your brand, and they’re always excited to learn more. Emailing them regularly with interesting, informative content can help you keep them up to date on your brand, increasing your sales. However, you have to get them to open the email first. Here's five tips to help you do that:
1. Introduce Yourself
Would you rather open an email from Natalie, your friendly and helpful customer service rep, or BP Corp.? Your customers don't want to hear from your business, but they do want to hear from you. Introduce yourself properly by making sure your sender identity reflects you and not a corporate email server. Consider sending emails from your CEO, your marketing reps, your customer service team, or any other member of your team that provides valuable information to your customers.
2. Write A Compelling Subject Line
Your email subject line is ostensibly your elevator pitch. It's your one brief moment to capitalize on the opportunity of capturing a potential customer's attention. You want to make sure you get it right. Invest time in your email subject lines. Run them through email subject line analyzers to optimize them for the most engagement. Do A/B testing to see what types of messaging best resonate with your customers. Feel free to experiment with branded messaging and personalization, they can build stronger relationships.
3. Segment Your Email Lists
Segmenting is breaking your email into like-minded customers. For example, say you sell protein shakes. Typical customers include people who work out and build muscle, people looking to lose weight, and people looking to supplement their diet for health reasons. Each of these customers loves your products, but each loves them for different reasons. The people who work out love them because they help them make gains, the people who are dieting love them because they help them lose weight, and the people who are supplementing for their health love them because they keep their bodies strong and nourished.
Grouping these customers together into segments will help you create messaging that will most resonate with the customer's unique drives and preferences. Segmenting helps you get to know your customers better to deliver the products and services that best meet their needs. Further, segmenting helps build customer loyalty because by meeting your customers' needs, they will not look to your competitors for more options.
4. Personalize The Copy And Leverage Dynamic Content
Email marketing tools are very sophisticated and allow for hyper-personalization if you take the time to set them up. Doing so will allow you to personalize the copy with things like a person's name, their location, and even their last purchase. Creating copy with personalization creates a stronger connection with your customers. Further, leveraging dynamic content, content that automatically adapts to user data, preferences, and behavior in real time, can help you create emails that truly resonate with every one of your customers on a personal level.
5. Don't Forget The Preview Blurb
Most email service providers (ESPs) like Outlook, Gmail, and Zoho Mail offer a preview text of emails. That way, recipients can determine if they want to spend the time opening or deleting the email. The preview text is an opportunity to further entice the recipient to open. Paired with your subject line, your preview text can really showcase your value proposition. So even if they do not open the email, they at least get your primary messaging.
If you follow these five steps and write email copy that people want to read, you will not only increase your open rates, but you will also increase your conversion rates. Now, it takes a lot of work to come up with interesting and attention-grabbing email copy consistently. The email writers for hire at Borrowed Pen can help. We'll help you come up with great ideas, optimize your subject lines and preview texts for engagement, and write copy that leads to conversions. Submit an RFP now to get started, or email us if you have any questions.
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