Email marketing has the potential to yield the highest Return On Investment (ROI) out of all the marketing channels out there. With that said, it is certainly more complicated than what it looks like.
Email marketing is such a huge and broad topic but the most important components of any marketing email are the Subject line, Body, and Call-to-action.
The Subject Line
When it comes to email marketing, the best subject lines tell what’s inside instead of sell what’s inside. Your emails won’t do anything to grow your business if your audience doesn’t read them. Some studies have shown that 33% of people open an email based on the subject line alone (check Email Marketing Statistics). Knowing this basic fact can help you develop effective email marketing messages that get opened and read by your subscribers.
- Keep Your Subject Line Brief (shorter ones tend to get more opens)
- Make Your Subject Line Specific (give them an idea of what the email is about)
- Include Urgency (only when needed, such as special offers)
However, experiment to see what works best for your business; identify your best-performing subject lines (through A/B tests) and keep going with that format whenever possible.
First, be sure to identify yourself or your business in the body of your email so your subscribers know exactly who you are. Otherwise, you could risk some of them unsubscribing simply due to the fact that they’re asking themselves “who is this?” Using your company logo and/or a signature in each email is a great way to overcome this barrier.
Also, make your emails as personal as possible. Use words like “YOU” and “YOUR” to make each reader feel like the message was written specifically to them personally. This way, you can establish a trusting connection that makes people feel more comfortable making a purchase from you.
Lastly, always focus on the “BENEFITS” of your product or service and not the “FEATURES”. Let your subscribers know that you understand their problems, wants, and needs and then let them know how your product or service can fulfill them.
The goal of every marketing email is to get readers to take some form of additional action after reading the message. However, many businesses make the mistake of not telling their email subscribers what they want them to do next. As a result, many people simply click out of the email and move on with their day without taking further action.
Studies have shown that calls-to-action that include actionable verbs are extremely effective in moving people further along in your sales funnel. For instance, if you want your subscribers to visit your website to read more about a topic, tell them to do that at the end of your email. Want them to visit your store? Tell them to do that too.
Make sure that your calls-to-action are short, clear, and simple to follow. Use buttons to make them easier to spot.