Email marketing is an important strategy for companies to connect with their current and potential customers. “Every $1 spent on email marketing produces $44 in return, probably because 58% of adults wake up and immediately check their email,” according to a source.
Most business owners know the importance of collecting emails from individuals who visit their physical locations or their websites. Whether you create social media contests or offer newsletter sign-ups, there are many ways to collect emails to be able to reach out at a later time.
The challenge to email marketing is there is so much competition in the inbox as most people get dozens, if not hundreds, of emails per day. How do you prevent your email from going straight to spam and encourage people to actually open and read it? With this tips!
Include the Person’s Name
To help your readers cut through the clutter, make your email stand out by including their name, or they business name right in the subject line.
Examples of this include:
- Amy, Start Off the Fall Season with a Fresh New Hairdo!
- Paul-Find out How You Can Save 20% on Your Car Maintenance
- Learn How Restaurants Such as Cheesecake Factory Increased Sales With 3 Easy Steps
Establish the Value of Your Offer
As you have seen in the previous examples, the subject lines didn’t just include the recipient’s name, but also clearly showed the value of the email offer. Online users are so bombarded by various online messages, that they are used to spending just a few seconds assessing what is relevant to them.
As such, creating an intriguing email subject line is the biggest determinant of whether your email will be read or tossed into the trash bin.
Utilize the Four U’s Approach
To write a great email headline, follow the Four U’s Approach, which directs the writer to:
- Be Useful: How can your email improve the life of the reader, make something more affordable or easier?
- Be Ultra-specific: What exactly are you offering?
- Be Unique: How will you set yourself apart from the competition?
- Be Urgent: Why should they respond right now and not ignore the email?
Connect on An Emotional Level
The three steps above helped the reader open and read your email, but how do you get them to act? Whether you want them to make a purchase, sign up for an offer, share your content, etc., try to establish an emotional connection with readers to help this happen. As half of all purchasing decisions are driven by emotional connections, emotional marketing is key to raising your sales.
Instead of simply listing an offer, incorporate a funny anecdote or share an experience with your readers. Include elements from stories, such as a beginning, middle and end and possibly even a moral lesson. Use this approach to inspire your audience to take action or simply to let them know how important they are to you!