Email marketing is a type of internet marketing in which a company sends ads and other business-related content to current and potential customers through email. A well-planned email marketing campaign can make a commercial message feel more personalized and can help in acquiring new patrons as well as in building loyalty and repeat business.
Whether a website is already live or is still in the web design and development stage, the company should carefully plan their strategy for an email campaign. Here are some simple tips to make it more effective:
- Place a subscribe button on the website.
Before the business can start sending emails to current or potential customers, the latter has to give permission first. Make it easy for them to subscribe by placing a button where it can be easily seen. Also, make the process effortless — sometimes, people get turned off when too many questions are asked even before they receive their first email.
- Make a catchy subject line.
The subject of every email should grab the readers’ attention to make them want to find out more. Pique their curiosity or promise something worthwhile but make sure not to use a misleading headline.
- Make it personal.
People are more likely to read an email if it sounds like it is for them, not for a list of names or a set of subscribers. The tone, voice, and choice of words should be natural and not forced. By using data points like location, age, and gender, the company can generate more targeted communications as well as personalized recommendations. Placing the actual name of the business owner or representative also helps in making it personal and trustworthy. However, it’s also important to maintain a balance between a professional approach and a friendly tone.
- Speak more of benefits than features.
When using emails as an internet marketing strategy, it is important to focus on the reader, not the company. Provide them with valuable information that they can use, answer their questions, give tips, and so on. Also, when introducing a product, center on how the customer can benefit from it rather than list its features.
- Build a sense of urgency.
Provide a clear call to action and remind readers of a deadline (e.g., limited time offer valid only until …). This often helps to keep customers from procrastinating.
- Send only important messages.
Recipients like to read messages that have value, so the company should make sure that every email they send to their subscribers contains important information. Readers should be able to benefit from reading the message in one way or another.
- Send post-purchase emails.
Internet marketing emails should not stop once a potential customer makes a purchase. The company should also prepare a re-engagement campaign within a certain period after a sale is made.
- Optimize messages for mobile.
A lot of people read their emails on their mobile devices, so make sure that the content can be viewed on smartphones and tablets. Many readers simply delete messages that they can’t read while on the go.
Similarly, a company’s website should be mobile-friendly and responsive; that is, it should be flexible regardless of what device the visitor is using. At Subzero Lab, we have experts in web design and development, and we create web pages that go hand-in-hand with the digital marketing campaigns that our clients intend to launch. Call us at +65 8188 5159 or drop us a line at wow@subzerolab.sg for more details.
