Is email marketing a thing of the past? NO! Not only is it alive and kicking, but it remains one of the most effective and profitable ways to reach out to prospective customers.
To many C-level executives and marketing coordinators, email marketing strikes them as something old-fashioned. More advanced venues, such as social media and SEO get all the attention, and seem more powerful than email marketing. Unfortunately, reality is not on their side. Email marketing is still powerful because it moves the conversation about your business to a more personal environment – the inbox.
Follow these 5 Quick Tips to cut the fat from your emails and become the purple cow in the inbox rough.
1. Permission Marketing:
Take a few minutes to watch Seth Godin’s TEDTALKS video on Permission Marketing. The premise of this theory is that marketing emails should only be sent to recipients who have provided their consent to receive such information. Organizations that have not obtained consent from the recipients prior to the sending of the email are sending out spam. Businesses that spam recipients’ inboxes are defeating the purpose of meaningful email blasts. It is equally important to honour an individual’s request to be removed from the email blast’s list.
2. Clear Purpose:
Every email marketing communication that is sent out through a contact management system should clearly identify the sender of the email. The subject line and body text in the communication should also clearly reflect the content, origin and purpose of the communication. The reader should not have to read between the lines to understand the purpose of the email blast.
3. Clear Call to Action:
Whether it is ‘Call Now’ or ‘Buy Now’, the single call-to-action emails should channel the customer to the intended destination without any distractions. It’s equally important to make sure that the customer/prospect has sufficient time to take action that is offered in the message.
4. Focus on the 3Ps:
Focusing on the three “p’s” is a smart place to begin writing your email message. Conveying an idiosyncratic personality via copy, images and design is one way to differentiate yourself from the rest of the emails sitting in your recipient’s inbox. Also, your emails should clearly stipulate your value proposition and positioning. When writing the message, think of Seth Godin’s purple cow analogy. Ask yourself: am I the ordinary black and white cow or the purple cow that stands out?
5. Mobile Friendly:
Smart Phone usage is increasing exponentially, and with it, so is the number of people that are reading email on mobile devices. According to a recent study, 43% of emails are now opened on a mobile device. That number is up 138% from 2010, and it’s pretty safe to say that it’s going to continue to increase. That’s why it’s important to have emails in both html and plain text – allowing people to read the email if it doesnot display correctly on their mobile devices.
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