There was a time when simply sending an email was enough to gain the subscriber’s interest and compel them to open almost any message. The internet was a new thing and being able to communicate with someone through a computer was exciting for many people. Thanks to the persistent onslaught of spam, those days are long gone. On top of all the junk, brands are firing away with sales offers, special promotions and regular updates. All this activity makes it easy for your marketing message to get lost in the mix.
Luckily, there are plenty of actions you can take to make your email stand out from the crowd. Here are a few ideas to get you going:
Respect Their Time
People are up to their elbows in email. The more they have to deal with, the more likely they are to tune out the messages that don’t appeal to them. For the marketers who send these unattractive messages, a flock of people unsubscribing is often the best case scenario. Your message will be far more prominent in the inbox if it is delivered when the subscriber expects it. This is the day or time that correlates to the frequency you told them about when they joined your mailing list. When you stick to a schedule, subscribers will look forward to your message and be more likely to read it and respond.
Tighten Up Your Presentation
Maybe subscribers are opening your message but not taking action. If this is the case, presentation could be an issue. With email quickly becoming more advanced, you cannot afford to be the marketer who is still sending dull messages that lack visual appeal. This doesn’t mean you must go for bells and whistles, only that you must recognize that the appearance of your marketing message is essential. Make sure you design your email to impress, from the colors and images to the copy and calls to action. Don’t stop there. Keep the design elements consistent across your landing page and website. Familiarity will draw more customers in.
Cater to Their Needs
You want new customers, sales, and more sales. Well, most of your subscribers probably could care less about your sales goals. All they care about is what they get in return. What are you giving back in exchange for their precious email address and time? If the answer is not value, then you could have a big problem on your hands. In order to strike success with email marketing, you must not only give them a good reason to interact with your message, but continue to remain on your list. Whether it is coupons, sales offers, or information, your content must always be valuable and relevant to the subscriber.
For a relatively simple concept, email marketing can be challenging at times. The fierce competition makes it even tougher. However, you do not have to reinvent the wheel just to standout. Stick to the proven practices and you will get the results you’re after.
Are you ready for a smarter way to engage with your customers?
Benchmark helps you do email marketing the practical way. Create an ongoing relationship with your subscribers that leads to increased sales and happier customers.