You know the difference between the marketers that stuff your inbox with emails just to send emails and those that provide value in their email communications. Constructing an email marketing strategy that nurtures leads and engages your audience comes down to a few simple steps (And after you read this, download our white paper for more great info about utilizing your email marketing to generate leads!):
Consider Your Opt-in. Some marketers prefer a single opt-in, because once a contact has registered, the subscription has begun. The downside is that you can end up with a lot of invalid or junk email addresses on your list. With a double opt-in, they fill out the form, but then receive a confirmation email with a simple acceptance. This adds a second step, but you’re more likely to be able to count on your contacts.
Add Value: You’ve had it happen to you. You opt-in on an email in order to capture a promotional opportunity or read a special blog, but then the company begins emailing multiple times a day. And you haven’t even made a purchase yet! Maybe they’re sending you great, insightful stuff that makes it worth it, or maybe they’re just trying to wear you down until you buy.
That’s what you’d like to be known for, right? The company that irritates people into purchases? Not even close. Make sure your emails have a strategic purpose and, above all, add value for your audience.
Write a Snappy Subject: Your subject line has a lot to do with whether audiences will engage with your email. You can include concise info about a promotion, add an element of urgency or ask your audience a question. Never use a click-bait approach or you’ll ruin your credibility, and make sure your subject is related to the body of your email.
Prioritize Mobility: Make sure your email is just as easily read on a smartphone as on a desktop computer. Most consumers aren’t waiting to view emails until they reach a bigger screen, and if yours isn’t immediately accessible, it’s likely to end up marked as “read” without actually being read: a bit of an email marketing tragedy.
Use Segmentation to Personalize Emails: Break your email marketing contacts into groups based on job title, age range or other factors, and then use these segments to create personalized emails for each audience. The more specifically you can break down your list, the better.
Email marketing seems like it should be simple. But despite email being around for over 40 years, these short communications have changed over time and capitalized on some of the trends shaping the broader realm of content marketing.
Making sure you are using the right strategies to engage audiences is crucial, so contact us at SJC Marketing for an email marketing strategy that complements your broader efforts to generate and nurture leads.