Many consumers like to keep in touch with retailers via email. How are your email campaigns progressing? Are they effectively driving more visitors through your store’s doors? There is always room for improvement. How can you make your email campaign more effective?
Much attention is paid to the wording of the headlines of news articles. Editors understand that readers are fickle, mostly clinging to the information offered. Headlines grab the reader’s attention, encouraging them to continue or causing disinterest. Take the time to create a catchy subject heading. Otherwise, all the energy put into the message will never be realized by every recipient. Some people spend as much time on the header as they do on the actual copy of the email.
Hire a Marketer
You have limited space/time to impress readers. Don’t miss a good opportunity to make a strong impression. You can write an email yourself; however, your experience may be in business rather than writing or marketing. There are people who specialize in Intermediate Marketing Jobs because they can help increase the revenue in your business. You need a marketing writer to write a message for you. You would hire a designer to design your logo, right? The logic is comparable. Remember that everything your business produces will impress your customers. Make it count.
Articles are divided into small parts using subheadings. This makes it easier to read. Imagine if this page were one huge block of text. Don’t you think it’s more dangerous to get close? Would you even start reading it or look for a more attractive URL? Make sure you don’t push the reader away before they get to the first sentence! Use white space to your advantage. This makes the text flow more attractive to the reader. This is also the reason books are broken up with pictures; he subconsciously alerts readers to impending breaks in reading.
Stimulus to action
What is the end goal of your efforts? Do you want someone to buy a product? Do you want them to go on sale? Do you want them to use a coupon? What is the incentive to respond? What are the benefits of a reaction? For example, a term coupon has more impact; There are consequences for their actions. Keeping time saves them money. If you miss an opportunity, you lose the opportunity to save money. You want reactions. Invite the reader to respond in some way.
What do other consumers think of your business and its products? You, the provider, will speak well on your behalf. This is not surprising. Embedding a customer testimonial is a signal of trust that impresses other potential customers. Make your review more authentic by including the person’s name and contact information. Otherwise, it can be assumed that the review was falsely created. Consumers trust other consumers more than advertising and marketing text.
The “tone” and “style” of the writing should match your brand and message. Adopting an informal tone in email when other text related to your brand is very formal can turn readers off. Conversely, if your brand is associated with fun and humor, don’t try to be overly professional with your direct emails. Consumers respond to persistence.
How profitable was your particular email campaign? Unless you track it down in some way, you will never know if one email was better than another. You cannot achieve perfection. Make sure you track your email campaigns. This can be achieved through a coupon code, a dedicated web landing page, or an exclusive product offer. Data is a marketer’s best friend in assessing the success of specific offers and how they are presented.
About the author:
Valerie Cecil is Research Coordinator, Marketing Specialist and Writer for Outbounding.com. Her work allows her to explore many topics ranging from online consumer relationships to effective communication in the workplace. Her hobbies include kayaking, watercolor and marketing work for www.retailpackaging.com.