Email marketing can be one of the most effective methods of driving more business. Emails reach out to an already engaged audience and it’s also an incredibly cost-effective channel. In fact, Magill research estimated that marketers earned $39 for every $1 they spent on email marketing in 2012. Here a few steps to secure your spot in the email marketing hall of fame:
- Simplicity– It was Da Vinci who said “simplicity is the ultimate sophistication.” We agree. When designing your email there are two things that you should pay attention to: 1) who your company is and why you matter, and 2) what your offer is and why it’s valuable. Don’t clutter the email, make your goal evidently clear.
- Proper Placement of Information– According to Nielson, only 20% of people read below the fold. As well, our brains process visuals 60,000x faster than text. With all of that in mind, always include a compelling image in the top fold. The top fold should also include your company’s value proposition. Below everything, you should address the value of the offer, product or service you’re promoting in brief, clear and compelling language.
- Call-to-Action (CTA)– ALWAYS INCLUDE CALL TO ACTION! If it seems like I’m screaming, I am. This is, quite possibly, the most important step. The email should not just be informative, there must always be a next step and this next step must be clear and visible.
- Social Sharing Buttons– Adding social sharing buttons will help you magnify the reach of your email messages and reach a whole new set of potential leads with very little effort on your part. You already spend tie developing content, why not let more people see it?
- Consistency– While your emails don’t need to be identical to your company website, giving all your marketing collateral a consistent look and feel helps improve prospects’ overall experience with your brand. You want the people opening your email to recognize who you are, using complementary brand cues can help your emails stand out from the crowd.
- Mobile Optimized– Tablets and smartphones continue to grow in popularity so it is important to make sure that people can view your email on any device. As a matter of fact, according to Litmus, email open rates on smartphones and tablets increased by 80% from beginning to mid-2012. Don’t be left in the dust by your competitors.
- Visible Unsubscribe Button– According to the requirements of the CAN-SPAM Act, your marketing emails must include a visible unsubscribe button. Not only would neglecting this damage your email sender reputation it could also get you in trouble with the law.
Thats all folks! Doesn’t seem that hard, right? Just keep true to all of these guidelines and watch your conversion ratio soar.
By: Anatoly Nirshberg