Engage Your Audience!
The cardinal rule of email marketing is to generate interest with your mailers. Adding humorous elements and eye-opening visuals can go a long way in attracting and sustaining consumer interest. Above all, don’t be boring. Your customers will have no idea how excited you feel about your product until you manage to communicate that passion in an intriguing manner.
All Roads Must Lead To Conversions!
Remember, it’s not enough to close your mailer with a simple call to action. You’ve got construct the mailer so that all the content builds up toward the call of action and makes the consumer feel positive about taking that final step.
If the content and call to action aren’t properly integrated, you’ll be putting out a great story, with a shady, negative twang at the end.
Address THEIR Problems, Not YOUR Goals!
Customers are likely to buy a product that deals with challenges that they face. So, tailor your campaign accordingly. The idea is to convey to them that their problems are what matter to you, as opposed to your own sales goals.
When you stick your company name onto the subject line, it’s a clear indicator that you’re looking to sell your products and nothing else. When you take a hard sell approach, you achieve the same effect. And that’s not an effect you want to achieve.
With this in mind, completely avoid sales pitches and try a soft sell approach. By quoting benefits and problem-resolutions methods, you’ll give potential customers much deeper insight into what your product really offers.
That’s not saying raw product information isn’t important, but you need to know how to couch the very same information in language and visuals that appeal rather than impose.
When it comes to timing, don’t listen to the world. The truth is, there is no ‘universally optimal’ time to send out your email campaign. If that were the case, people would be so flooded with mail during a specific time of day, that most campaigns would be nullified. Timing is a complicated thing to work out, especially when you employ different strategies and offer different products. . Even weekend marketing can yield surprisingly positive results.
So shut out all the voices telling you when to market, experiment extensively and find the time slots that work for your product and your campaign.
Keep your personalization tight. If your automation program messes up with the personalization, you’re going straight to the spam folder (assuming the recipient actually makes the effort to even acknowledge your mail). Nothing turns a user off more than a missing salutation or a misspelled name. Plus, consumers aren’t stupid. They usually recognize when a mail is automated.
Another problem with automation is the fact that it doesn’t take a value driven approach and typically needs really good content to back it up. This problem is exacerbated when dealing with a general audience, all of whom may not respond to same cues.
Make sure your automation mails are as engaging and as interest-driven as a custom crafted message and you’ll experience a much higher conversion rate and increased customer loyalty.