What is it about email marketing that it is still ranks in top three lead generation tactics even after the advent of social media. This got me to read more about what has changed in this marketing channel and what new tactics people are using to avoid being in spam.
How and where to start?
The first and foremost view that I got is segmentation, putting across the right message at right time. You should be paying attention to where the contact is in the purchasing cycle so that you send the right message at the right time to the right audience. There should be one clear call to action, this is important as customer attention span is shrinking. The subject line is your “foot in the door”. It should be engrossing. Each subject line should be the superhero that stands out from the crowd, the pre-header should be its trusty sidekick and your email should be a story that your viewers will want to sit through.
What to put inside?
Now, coming to content part, Create emails using inverted pyramid style, with most important info up top. Only send quality information (imagine you are receiving this). Incorporate strong visuals into your email.Add real scarcity to emails (live countdown timers, days left for an offer...). It boosts CTR as well as open rates on the long run. Getting response is more about what's in it for them more than what's in it for you - let your audience's "WIIFM?" lead your offers, content, segmentation – everything
When and how much to send?
Don't send too much, too fast. Warm up your IP's and establish a pattern, before you start blasting.Focus on growing your list all of the time as newer subscribers are more engaged adding to healthier open rates and ROI. Send 1 salesy email, for every 3-4 informative emails that build trust with your subscribers. When an audience opens an email, be sure to have a series of 2-3 more emails close behind related to the same subject/topic of discussion - Engage the Engaged!
Do not forget the mobile readers!
Remember your mobile readers, check your links are easily clicked on desktops and mobile users alike. Don't miss out on A B testing. Add hidden teaser text to the very top of your code. This text will display as the first 2-3 lines for mobile users but won't be seen by desktop users.
Be creative at each step
If you're out of ideas for your next newsletter, take a break to think about it. Try something simple but meaningful for your email list. Example: Build a newsletter with a link to a quiz about your audience interests, built on a special landing page on your website. Another could be making a video on Screenr, and same process. Be creative!Stop thinking of it as "marketing"; it's a conversation and treat it as such.