Email marketing still remains one of the most effective ways to reach out and get your audience to take action. I have a lot of love for social content and blogging, obviously, but you can’t discount the importance of email marketing. With just one email you can increase your sales, drive traffic to your website and build your relationship with your list members.
But none of these key benefits will be possible if your content is “blah.”
People are busy. With ultra managed inboxes (like Google’s Priority Inbox) and more time being spent on social media, it’s more important than ever to capture their attention and get them to open your message and take action. If you can pump up your messages with great content, though, your ROI for email marketing is going to blow social media out of the water.
Here are five ways that you can improve your email marketing results with content.
1. Start off on the right foot by offering quality content as a sign up incentive.
People aren’t going to sign up for your list because they like you. You have to give them something in return and great content fits the bill. Identify a big pain point for your audience and create a free report or email series that solves that problem. Not only will you get them signed up for your list, but you’ll prove the value of your company in the process. If you’re willing to give away such great information for free, your solutions are likely to be well worth the cost.
2. Use a winning headline.
Don’t discount the power of your headline! Your headline or subject line is what makes a first impression with your audience. It needs to jump right out and capture attention, enticing the recipient to stop what they are doing and take time to read your message. Find a way to communicate your point and pique the interest of your recipient at the same time. Once you find a winning formula for your headline that your list members respond to, you can use that same formula time and time again to create new headlines.
3. Focus on the content of your message.
Obviously, the content in the body of your message is essential to the success of your email marketing campaigns. Why are you sending the message? What do you want to say? After you determine the purpose of your message, make it easy to read. If you’re sending an entire article via email, break up the content with headings and formatting to make it easier to scan. Creating headings that are just as exciting and interesting as your main headline to be sure that people keep reading.
4. End with a strong call to action.
You won’t be able to get your audience to take action if you don’t ask them to take action. A call to action is a section of your email marketing message that will ask the reader to take the next step with you – such as visiting your website or a specific page online. In traditional sales, it’s often said that you need to “ask for the sale” and a call to action serves that purpose in your email message. Don’t leave money (or connection) sitting on the table – you need to include a call to action in each and every message.
5. Review your email marketing results regularly.
Your list is unique and the type of content that they’ll respond to will be different from other lists. You’ll only be able to improve your email marketing campaigns if you track your results and see what worked in the past.
Do you use email marketing for your business? How do you make sure the content is top notch? Share your tips below!