The success of your email marketing program is based, generally, on three factors. First, you need recipients. Being able to pull an email list from your marketing database is essential to being able to send out the message of your great offer. But don’t keep this list where it is. To grow the reach of your marketing message, it’s important to give continuing attention to growing this list.
This list is the one media that mostly belongs to you. Mostly, that is, because the email addresses themselves actually belong to the recipients, and they have the authority at any time to unsubscribe from your communications. You must respect that request. Yet recipients can also join your list at any time – especially when you give them an enticing reason for doing so.
The mainstay of list-building tactics is the website freebie. Also called a lead magnet, you offer a tempting freebie on your website that gets you an email address in return. A cheat sheet for energy efficiency, a checklist for electrical safety, a guidebook for plumbing care or a viewbook for home improvement trends are some examples marketers could offer through a form on your site.
Allowing people to register for a larger giveaway – at home shows or through social media – is another example of how to get more names and email addresses.
With your list at the ready, you prepare your email while recognizing that your message stops at the inbox – unless you can get this email opened.
First, make sure your email comes from a person ([email protected]) and not a generic address ([email protected]). Second, give serious attention to your subject line. The relationship you’re building with customers affects their receptiveness to your email. Your subject line gives them a compelling reason to proceed. As the headline for your email, the subject line represents about 80% of your email’s success. You don’t have much space to get the job done, and even less time. Shorter is better.
There are various types of effective email subject lines. “The tip sheet you requested” is straightforward. Versions of “This offer is ending soon” tap into FOMO (fear of missing out). You can try to solve someone’s pain point with subject lines such as “The solution to rising energy prices” or go for reengagement with a variation of “Is it something we said?” Offer social proof (something that indicates other people like this too) with something on the order of “The most popular fixture upgrades.” Or trigger curiosity with “The truth about your water heater.”
Once your email has been opened, your next objective is to increase the click-through rate (which is the percentage of people who click at least one link in your email message). That’s your ultimate goal – persuading people to follow your call to action. Write copy that gives your customers a reason to respond, and then make sure the next step they need to take is clear.
So, that’s the high-level overview. For email marketing success, give continuing attention to growing your email list, persuade your list to open your email and entice email readers to click through to your offer.