Email is still one of the most effective tools for online marketing. Average open rates are better than average views across social media channels. You can control the look and feel and specify the call to action.
Yet many marketers fail to invest in an effective email strategy. Common mistakes include:
- Lack of a tie into an overall digital marketing plan
- No segmentation – everyone gets everything, reducing the percentage of meaningful messages
- Creating recipient confusion with inconsistency of content and timing
- Unclear and non-compelling subject lines
- No call to action. What do you want the reader to do?
Successful Email Marketers Do This
Emails that incorporate segmentation and personalization are more effective than one-size-fits-all emails.
Set up a welcome email.
Create and send your welcome email to everyone who signs up for your list. This message should not be about you. It should be about how the subscriber will benefit. Make sure it speaks to the needs that you will serve. Show your value.
Engage based on the data.
Some people on your email list will open every message. Engage with them over their engagement! Thank them for their interest. Ask them for input as one of your VIPs.
Some subscribers may never open a message. Find out why. Ask what you can do to better serve their needs. Let them know you care.
Look for other meaningful segments of your list. Customize messages that are on target with how they are interacting with you. Let them know they matter.
Plan for regular interaction.
People sign up for and stay on your list because they want to remember you. Don’t let them down. Have a plan for regular interaction – a weekly insight or special, a monthly newsletter, a customized message.
Create a plan and stick to it. That is how you create value and maintain a connection.