Email marketing is an incredibly effective tool for raising brand awareness, increasing brand advocacy and increasing your conversion rate. It's one of the most cost effective marketing channels for a variety of businesses.
According to Express Pigeon, Email marketing has an ROI of 4,300%.
First you need to have an email marketing list to work with. Here are some tips for growing your email marketing list- the right way.
Once you have an engaged audience to send content to, make sure you are following these email marketing hacks to deliver maximum ROI:
1. Determine your objective. Every email you create should have a general objective, one single clear objective. Within the email copy you can have multiple links, etc. to get that objective, but all links should contribute to that objective. For example let's say you want to increase traffic to your website. Maybe you have several pieces of content that link to your website, they are still aiming to satisfy your goal.
2. Create a captivating headline. Invite intrigue. Why would someone want to open the email? Get clever but relevant or just keep it straight to the point. Capitalizing the first letter in every word is also a standard best practice.
See these examples:
Eater SF: "The 10 Best Dive Bars with Food." Guess what that email is about?
Urban Daddy Perks: "The Sexist Way to Open Wine." This title is a little more intriguing and sparks curiosity. How can opening wine be sexy?
3. Get personal. With all the marketing programs out there now, there are so many ways to personalize email be it in the subject line or the introduction. Don't be afraid to include a first name in your opening line or in your subject. That being said, don't get so personal it's creepy.
4. Keep it short and relevant. When your contact reads your headline and opens the email, there should be an immediate association as to why they opened that email in the first place. With all the emails that get sent these days, brevity is also key.
5. Stay inline with your brand. When writing emails, especially with the objective to sell something, it can be challenging to stay away from the overly, cheesy promotional tone. Do a brand review and refresh right before you write your email to keep it inline.
6. Prompt your call-to-action (CTA) with questions relevant to the CTA. Before your email ends with a CTA to buy a product, a good marketing trick is to ask questions. Say you are selling coffee and the CTA says "Buy Coffee Now." Prompt that CTA with something like, "Don't you deserve a good cup of joe in the morning?" Psychologically that reader will say to themselves, "Why, yes! I do!" and hopefully continue to click that "Buy Coffee Now" CTA.
7. Optimize for Mobile. According to Litmus, mobile opens of email is at 51%. That's a lot of people reading emails for the first time on mobile. If you're email is not readable on said mobile device, you can bet that's getting a quick and one way trip to the trash can. In fact, 69% of mobile users delete emails that aren't optimized for mobile.
8. Split test everything. Test subject lines, CTAs, copy, times of day, days of the week, just about everything you can imagine. For each of these tests, make sure you are only changing one variable, e.g. the time of day, so that you can gather accurate data. Certain email marketing platforms help make this easier for you.
These are eight very basic email marketing hacks that you HAVE to be implementing if you want your email to be read and considered. Again, email marketing is an incredibly profitable and effective marketing channel for all sorts of businesses, B2B and B2C. Make sure you are optimizing each post using these email marketing hacks to get the most out of it.