Is email marketing dead?
There is a nasty rumor going around that email marketing is dead. The claim is that social media and texting has rendered email obsolete.
This is simply not true, nor is it an evidence-based assumption.
Some statistics that make the case for email marketing:
People will send and receive 281 billion emails per day in 2018, with an expected 3.8 billion email users worldwide by the end of the year. In five years’ time there is another projected increase, with an expected 333 billion emails sent.
Email is still the method most people use to communicate with friends and families for sharing important or larger amounts of information. For this reason, people check their emails regularly.
DMA Insight shows that 99% of us check email everyday. For some, that’s as many as 20 times a day.
According to Adestra, consumers prefer email for communicating with the brands they’re connected with.
Email is also the dominant communication tool for professionals. Some 95% of professionals use email, making it ideal for business to business communication.
Marketers continue to sell millions of dollars of products and services through email marketing. Professionals continue to network and make deals using email.
Emails uniquelly allow for one click sales. This is very effective and can’t be underestimated.
That being said, not all emails are created equal. According to DMA Insight 53% of consumers say they get too many irrelevant emails from brands.
The good news is that the art of crafting a converting email is one that can (and must) be learned.
Here are 11 tips for highly converting emails :
Make it personal
The fact that people do receive so many emails puts yours at risk if it does not resonate with the receiver on a personal level.
Include content related to the offer that got them on your list in the first place and make your message relevant and entertaining.
For Ecommerce it works well to send them information about products they looked at on your site. Retargeting is key with Ecommerce.
Set a goal
What do you want your reader to do when they finish reading? This should inform how and what you write in the message.
Keeping your readers engaged is not easy these days. One way that helps is telling them what to expect in the next email or to be continued emails work well.
Begin your email with an undeniable fact such as the date or a statement like “You just received my free gift in your inbox”. Starting with a fact sets the reader up to trust that the rest of your email will be reliable.
Include a “PS”
Even though email is not like letter writing, for some reason the PS technique still works according to the data. So include a PS that restates the benefit of your offer and of course include a link and a call to action.
Call to Action
Every email should contain at least one call to action that you want them to take.
Even if you just link to relevant content that they need to click on, it accustoms your reader to click in your emails so when it comes time to promote your product they will be likely to click on your offer.
Subject Lines-make them curious
Subject line are like the headlines for your email. Don’t format them like headlines, but formulate them like you would a catchy headline.
Your email depends on the headline to get people to open, so make a real effort to capture their attention.
Give them a good reason to stay
Getting people to join is one hurdle, but the game isn’t over yet. You must continue to provide your readers with a reason to keep reading your emails.
Whether it is special offers or cliffhanger stories, keeping them engaged is paramount.
Studies show that using specific numbers in your subject lines dramatically increases open rates and clicks
Creating offers with deadlines motivates readers to act.
**This is for all copy, not just email**
Keep in touch with prospects until they buy or unsubscribe
There are many more ideas out there for creating compelling emails, but if you employ the ones above and use the right email sequences, you are guaranteed to see success.
For help with converting email sequences, email me at Melanie@melmarketing.com
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