Are you finding that your open rates are lower than you would like? Are conversions a little sluggish? It might be time to stop applying formulas and start building a stronger, more real relationship with your prospects.
Today's consumers want you to take more than just a features and benefits approach in your marketing efforts; they need to know that your brand understands and cares about them. With that in mind, here are some valuable tips that you can start applying to your email marketing efforts right now that will improve the success of your campaigns.
#1 – Create Interesting and Intelligent Subject Lines
A subject line is one of the most important elements of any email. After all, 47% of recipients open emails based on the subject line alone. Therefore, you must give it some thought and not use any old words that come to mind. Subject lines should be concise, speak directly to your ideal customer, and encourage recipients to open the email.
Here are some good examples from my inbox:
SEMrush Team: "Benefit from Google Trends & Try Real-Time Site Audit"
Skillcrush: "Step 1: Get this Action Plan, Step 2: Land your Dream Job!"
Digitalmarketer: "Turn ice cold prospects into buyers "
And if you need more inspiration, here’s a list of 16 more clickable subject lines.
Pro Tip: If your emails aren't getting the number of opens you want, you may want to try A/B testing on your next email. Do this by testing different subject lines on small list segments, then ditch the ones that underperform. You can then send the message with the strongest subject line to the rest of your list and snag a few more opens.
#2 – Tell A Story Through a Sequence
When creating an email sequence, you should think in terms of storytelling as opposed to simply selling. Your emails should guide prospects through every phase of the buyer's journey.
To do this, create a series of emails that are connected by one storyline. Only a few of the emails in the sequence should be promotional and the others should be informative and interesting to the prospect.
If you want the prospect to seriously consider doing business with you, it is necessary to demonstrate why they should. This is where highlighting “pain points” comes in handy. If someone signs up for your list, they may have an issue or problem that requires a solution. The goal of your sequence is to demonstrate an understanding of that problem and persuade the reader that your product or service is the best solution.
Be patient - don’t lead with a sales pitch. In fact, I recommend saving the sales message for late in the sequence. Even if you intend to send 10 messages in your campaign, you shouldn't start using sales language until at least message number seven or eight. Take time to build the relationship first. Ease the reader into a place where they are both comfortable with and confident in your ability to solve their issue.
Once you have the reader associating your brand as the solution to their problem, it is much easier to get them to obey a call to action. That can involve anything from clicking through to a landing page to making a buying decision.
Time for an example!
Let's say you sell makeup. Sending discount codes (like many companies do) for your products all the time won't necessarily result in an increase in opens, clicks, or sales. But sending makeup tutorials and tips, for example, that create a desire/need to buy your products could be more effective.
Here’s an example of a possible storyline:
1) List of makeup trends for the current year.
2) List of most googled celebrity eyebrows.
3) Quiz on which eyebrow shape will fit the client.
4) Tips on how to choose which type of product for eyebrows one needs (pencil, powder, gel etc.). Don’t forget to include links to the products you mention!
5) Sales email.
There are few better ways to raise awareness of your brand, build a relationship with prospects, and ultimately persuade them to buy from you than through a well-told story.
Pro Tip: If it seems like creating content for email sequences may be too time consuming, a little help from professional writers might be a good option for you. Consider hiring writers from freelance services, such as EssayTigers or Upwork.
#3 – Check Your Metrics
Keep track of all relevant stats and make changes wherever they seem to be needed the most. Set clear goals for opens, click-throughs, and conversions. Take note of where along the way the decision is being made either to stop reading or take real action toward becoming a customer. To do this, you should use tools like Google Analytics. This will help you send better targeted emails to your most enthusiastic prospects and convert more of them to loyal customers.
If you want to create customers and brand loyalists through email, you need to be willing to do the necessary leg work. Never underestimate the power of email as a marketing, relationship-building, and nurturing tool. Marketers who learn to use it as all three are the ones killing it in their respective niches.
About the AuthorMore Content by Stacey Wonder