Effective Email Marketing
By: Michael | Published: September 2, 2010 | Filed under: Small Business Advice
Trying to build out an effective email marketing campaign from scratch isn’t an easy process in any regard. Most people struggle with what is known as the “white page syndrome.” Looking at a blank page and trying to think of what write out is one of the most frustrating things to start with. Let’s look at how you can create an effective email campaign without having to worry about not having an idea. Additionally, let’s look at how to build an email list from scratch.
When you are trying to capture leads to your email list, the best way to get people to give you their information is to offer them an incentive to do so. We covered this in our lead generation post, but let’s just reiterate the basics. Ideally, you want to give your users a reason to give you their name and email address. Your give away doesn’t have to be anything too complicated, just something compelling enough that people will subscribe. Usually, as long as it is relevant to what you know your audience is looking for, they will spring for it.
Once they have subscribed, you should begin to email them what is known as a sequence. Sure, you have to initially email them what you promised, but beyond that you can get creative. You have them opted in to receive any thing that you determine to be relevant. Keep in mind that they have the ability to unsubscribe from your email list at any time. The goal is to keep producing enough value that they will have no desire to do so. Your emails should remain relevant to the initial offering. As long as you are doing this, even if you are selling the readers, you shouldn’t struggle to retain them on your list.
The hardest part of getting people to read your emails is going to be getting them to open them. You only have one shot at getting them to open it and it is with your subject line. Here are some tips to write the most compelling subject lines possible:
Try asking an open ended question. Ask your users something along the lines of “Trying to figure out ___?” “Still struggling with ____ ?” Anything along those lines that will really speak to your users.
Promise something “secret.” Using the word “secret” or implying that there is a secret included in the email.
Tell your users to open the email. This one is so obvious that most people don’t consider it. Using verbiage along the lines of “Open this email.” and giving them a reason to do so.
Now that you know how to write a powerful subject line, make sure you are following up by delivering excellent, relevant content to your audience. This will keep them on your list for as long as possible.
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