Every time an account is created on a platform, few emails get sent to our inbox. These are usually welcome mails that contain tips and tricks to make the best of the platform. Few days in, and we start receiving emails about unique features, curated content, etc.
Once in a while, there comes a mail notifying users of the possible account upgrades or available subscriptions. These often motivate users to purchase some products or services from the platform. The conglomeration of all these emails constitutes the diverse field of email marketing.
From the point of view of a company, it serves the purpose of notifying the customers, users, platform content creators of the latest features and newest developments.
It is an indispensable marketing tool, evident from the fact that it stood the test of time as emails have never fallen out of popularity since the early days of the internet.
A valuable marketing tool is one that has a wide reach and a high conversion rate. Email marketing can achieve both these objectives when used along with the appropriate tips, tricks, and strategies.
Actionable Email Marketing Tips That Will Boost Results
1. Do not send emails from a company
Customers hate when commercial companies take over their inboxes with promotional mail. That’s why it is important to personify the sender of a marketing email and the best way to do that is by sending it from the account of an employee instead of the official mail account of the company.
When a user sees the name of an individual on the sender’s column, they feel curious and as a result, read the mail, which might otherwise have remained unread.
2. Check the subject line again and again
The first part of a mail that a user sees is the subject. Whether an email would be read or ignored depends on how lucid and interesting the subject line is.
Any spelling error, edgy comment, boring description, complicated terminology, might substantially reduce the probability of the email ever getting opened. According to a survey, four out of every five emails sent remain unopened in this case.
Adding humor, statistics, and keeping the subject short enhances the possibility of the mail getting read. One must remember that unless the mail gets opened, every other point on this article becomes completely useless and so does the content of the mail.
3. Use numbers and stats in the subject line
Continuing the previous point, numbers and statistics are an essential component of an email subject line. When a subject reads, “Top 3 things you can do right now on X”, a user immediately gets the sense of the amount of content included inside that mail.
However, sticking to the number promised in the subject line is a must. Do not trick your customers with attractive but false promises.
On the other hand, using statistics such as “Your performance has been better than 60% of the users this month” or “Our service is now 2x as faster” serves the purpose of summarising the main intent of the email in the subject line itself. It builds up curiosity while providing concrete information to the user.
4. Use powerful words in the subject line
Every company should be confident about the services it provides. Having said that, one must never be hesitant in boldly stating the quality of the services, content or goods provided by the company.
Just for an example, “Few Cool things you should try out” sounds much bleaker than “Top 10 things you must try right away on X”.
Over the internet, we get only one or two chances to establish our online persona. Using powerful subject lines of the emails is one of those chances for a company trying out email marketing.
To mention, powerful words include superlatives, buzzwords and other words that portray a picture of optimism and success.
5. Express a sense of urgency
Spot the difference between the following two sentences: “The Best Offer Ever on X expires tonight” versus “Another offer on our platform”. Obviously introducing a time frame in the statement, within which the user has to perform an action, adds a sense of urgency to the message. We have seen several websites starting an automatic countdown timer.
While such a sophisticated piece of HTML might be unavailable in the case of an email, one can easily emulate an equal sense of emergency by mentioning important deadlines in the near future.
However, adding unnecessary deadlines like “3 features you must try before midnight” would be utterly useless. This strategy works best for user conversion and purchase.
6. Make the matter concise
These days, no one likes an essay. Everyone needs tweet-sized information chunks that are palatable, informative and useful. Some ways by which the matter can be made more concise is by adding bulleted and numbered lists, summarizing the matter in a single sentence at the end, adding emphasis to the important words by making them bold, adding a picture or two that conveys the message.
A concise matter with a pictorial and summarizing presentation mostly fulfills the purpose of email marketing. It also helps the users to know the purpose of the email at a glance.
7. Offer something valuable
Users and customers are very sensitive when it comes to the blatant promotion of products they don’t need. That’s why a company should keep a tab on two things. First, they must make sure never to send unnecessary emails to users. The examples for unnecessary emails also include the emails containing how-to guides for services to the user who is not even subscribed to.
Such contextless mails make the user feel slighted and they subconsciously feel that their mails are just a part of a mechanical system and the emails suddenly lose all the personal touch.
Secondly, most users are concerned about the technical details. The aim is to give them a bird’s eye view of the features while not bothering them with nitty-gritty details. That’s how a company can offer something valuable with their emails in the marketing segment.
8. Focus on benefits
Every aspect of life has both positives and negatives. It is impossible to shave away all the negative points associated with a platform. However, it’s not the existence of negativities that affect a promotional campaign, it is the cost-benefit ratio.
Every time the user decides to use a product the parameter they subconsciously consider is the cost to benefit ratio also known as the opportunity cost. At the end of the day, the number of benefits is always more important than the number of features that a service can provide.
These benefits can be in the form of a beautiful user interface, availability of free resources, time saved in the process, etc.
9. Do not focus on features
The first point we mentioned about how the emails should be from an individual and not the company itself. We must remember that one individual immediately loses all credibility when the user feels that he or she is being sold a product.
The most common way to give off such a negative message is by constantly promoting the positive features of the platform. It negatively affects the public relation of a company.
10. Write an email using the word ‘you’
It is easily understandable why people respond with greater earnestness when addressed directly and the best way to achieve that online is by sending emails written in the second person. It adds a sense of how valuable a user is for the company.
Moreover, it is comparable but different from the one witnessed in the case of sharing deadlines in the subject line. Any content becomes immediately more relatable and understandable when “you” is used instead of “a user”.
11. Do not use templates
Once again the aim of email marketing is to be as natural, friendly and helpful as possible. The ultimate aim of email marketing is to personify the abstract concept of a company and to introduce the customers to a human figure they can relate to.
Sending mails with templates week after week can make the type of mails seem repetitive and they might lose their appeal. Also, few of the mail templates get overused often.
To keep the content fresh and exciting, trying out new ways to organize the content of the mail can be very rewarding. It can provide the much-needed scope to display the creativity of the sender.
12. Add P.S. if there is a requirement to share more
As mentioned before, the content of an email should be concise. However, often there might be cases when sharing additional information is an absolute requirement. Insert scenarios, it is advisable to add the extra content beyond a read more or postscript sign instead of adding to the bulk of the primary message.
Also, providing a link to a blog post which deals with the issue at hand in some detail can be equally effective.
13. Use fonts correctly
Whether to use Serif, Sans-Serif, Monospace, DIsplay or Cursive font, is dictated by the personality of the company. Several companies have preset fonts that are used in advertisements, presentations, and emails. Sticking to these conventions helps build the brand image and provide a sense of authenticity over the content.
A font also reflects the sentiment of the content. Sharing messages of concern using cheerful fonts like the cursives can be extremely ineffective. In such cases, it is better to consult with a designer and sort out different scenarios.
14. Write in a storytelling format
On one hand, there are emails that provide every technical detail to the user, however, which is considered unnecessary, while on the other hand there are the ones that creatively embroider the latest features and developments into an exciting narrative.
Without a doubt, the latter always turns out to be way more effective. Including a video or an image in the post can have the same effect.
15. Keep prominent CTAs
The best way to highlight the objective of an email is by providing a button with a call to action. Defining a call to action improves the marketing efficiency while being helpful for the user at the same time as they can easily figure out the intention of the email without having to read through the entire mail.
16. Ensure a simple process to unsubscribe
Sometimes an email marketing program might not work out for a particular user. In such a case it is important to provide an option for the user to easily opt-out of receiving further emails.
However, once the user unsubscribes from all the mails it might be impossible to reach the user again. This could be detrimental for both the user and the company.
To solve this, adding a snooze for 30 days button or optimize the mail preferences button can be helpful. By letting the user opt-out of particular mail types, a company can allow every user to fine-tune the marketing campaign for their specific cases.
17. Include sign-up links
One must never lose the opportunity to utilize the possibility of increasing the user base. That’s why when a personal relationship with the user is established via email marketing it becomes a wise decision to include sign up links to the platform even though the content of the email might be unrelated.
Every new customer is a potential paying customer and this should be kept in mind while including the signup forms. Instead of the plain old sign-up, using the newer ‘Try for Free’ buttons yield better results.
When a ready-made sign up link is not available, sharing a google form or any other data collection tool can also be equally helpful for collecting data from users.
18. Use emoji but never use all caps
No one likes to be shouted upon but when users receive a mail with a subject such as “INCREDIBLE NEW FEATURES WE JUST INTRODUCED”, they immediately feel dissuaded to read such an abomination. It is imperative that a company must avoid coming off as rude at all costs.
To help with the situation, using emojis can be a better alternative. For content-based mails adding an emoji to the subject line that describes the sentiment of the post featured in the mail is advisable.
19. Divide email-lists
The same trick never works for everyone and so is the case when sending emails to different clusters of users. It is important to appeal to the users’ interests and the way it can be achieved and managed easily is by having separate email lists for different types of users.
For example, premium subscribers and free users interact with the platform differently and require different notifications and different frequencies.
20. Clean up email lists
Over time some of the users might leave and their accounts on the platform might no longer be active. Continuing to send them emails might be a waste of the emails that get sent. Continually updating the active email list is a sign of a good email marketing campaign.
At the end of the day, it is the email-list that is the most valuable player in the entire campaign and the best way to track the success of such a campaign is by comparing the response to the number of emails sent. Having a mailing list filled with unnecessary emails can skew the results of such an estimate.
A successful email marketing campaign is an ongoing battle between the limited attention span of a user and the need to share the latest developments of the company. The only way to emerge victoriously is by employing sheer creativity while keeping in mind the comfort of the user.
A successful email marketing campaign is one where the message gets effectively delivered to the community in a manner that does not hurt the credibility of a company. Oftentimes it is not a question of how many emails that get sent but rather how well a sent mail gets read by the user.