Email Marketing tips Made Easier
Tags: Small Business, Email Marketing, Small Business Marketing, Online Marketing, Email Marketing Tips

Email marketing is a very important marketing channel that’s used by most companies, but you probably know that already

What you may not know is that it might be the best marketing channel out there, and it’s a pity that most businesses don’t give it more attention considering how big the ROI is

For every dollar invested on email marketing campaigns, you can make 44 dollars, having the best conversion rate, out of any marketing channel

Some other reasons why it’s so good to include:

It has a good open rate; people actually engage with the emails that you send, which is better than ads where only 0.7% of people click

People accept ads on their inbox more easily than on Facebook or Twitter, receiving email ads has become normalized, wherein social media feels like a bother

The reason behind all of these benefits is that people decided to give you their email, so they’re already interested in your company or product

This interest is pretty important and something you should always aim to keep; this may seem obvious but people don’t want to keep receiving sales pitches

First I’ll talk about the email itself, and then about some other things

1-Subject lines

When someone receives an email this is one of the first things they’ll see, so no matter how good your email is, if people don’t click on it, it’s meaningless

I guess that made it sound scarier than it actually is, even though it’s very important

The truth is, the average open rate is around 20%, so getting something like a 70% open rate is practically impossible no matter how much you try

But, even with just 20%, that’s still way more engagement than most ad campaigns

The problem is that when it comes to this topic it’s hard to give specific advice

I would compare this to headlines, which means there are tons of ways of making it work

Which is why usually the best thing to do it to use A/B tests to analyze what works well with your audience

The subject line is just a part of what people see when they receive an email, and while it’s the most important one, it’s better to know a little about the other one

2-The Preheader

There isn’t much to say about this one because a part of it is just like the subject line with some minor differences

The idea of a preheader is to follow up on the ideas of the subject line by building on the reader’s curiosity

It can also be used to clarify your message or give important details about your offer

Many marketers don’t pay attention to this part even though they should because this is still one of the first things your readers will see

All that we’ve seen so far has been used to get people to click on your email, but that alone doesn’t mean much, the person needs to engage with what you wrote

3-The body of the email

Here are some of the things you should keep in mind while writing your email

1-At the beginning you’ll want to put a “Hi (name)” or “Hello (name)”, if your email sender doesn’t have a code to do this automatically, a simple “Hello there” will work

2-It’s better to not send any images, they’ll probably take too long to load on mobile devices anyway

The exception to this is if you want to send a call to action as a button, in which case make it a big button that’s well separated from any other links, you don’t want people clicking on the wrong place

But regardless of that, “plain-text” emails work just fine for desktop or mobile, so they might be a better option

This may be a surprise but around 50% of people check their email through mobile, so you need to pay attention to it

3-Separate your text into multiple paragraphs with 2–3 sentences

This is how most content is written on the internet nowadays, it’s much easier to read and you don’t overwhelm your readers, and make it a short message

4-Simplify the unsubscribe

As it turns out, hiding your unsubscribe button doesn’t make your readers interested in your content, they simply mark you as spam

So if people don’t want to receive your content, make it easy for them to find that button or text-link, make it a big button, and if necessary put it at the start of every email

Having people mark you as spam will only make it worse for you real subscribers, since they may start receiving your email as spam too

Some people don’t like doing this because it feels like you’re losing important contacts for no reason

But if you have a list with 10.000 people and 1000 haven’t read any of your emails for months, then it’s not very different from having a list with 9000

The only difference is that if people don’t unsubscribe

Your open rates will go lower, and as I said, Gmail may label some of your emails as spam

Now I’ll talk a little about the way you’ll send the emails, it sounds weird but you’ll understand once we start talking about it

4-Frequency of emails

The biggest reasons why unsubscribe or put emails to spam is because they receive too many emails, which is pretty annoying

What is considered too many can vary depending on your audience and industry, although sending 3 emails a day would annoy anyone

I’ve seen people recommend sending something only once a week

The idea is that rather than sending small bits of information through the week you combine all of that into one big email

This is also useful because the second biggest reason why people unsubscribe is due to useless information

But, that’s still isn’t a rule that applies to everyone, believe it or not for some business, one email every 2 weeks is the ideal frequency

When it comes to this you’ll need to test to see how your audience responds, asking your readers could also help

It’s important to keep in mind that the type of email also influences your audience response

When it’s something promotional, people prefer to receive it 1–2 times a month even though there are exceptions

Think about how often you should advertise if you worked in the food industry, food is something that people need every day so since they need to keep buying it, they don’t get as tired by promotional content

Really, the thing that’ll change the most is sending content, 2 companies working in the same industry can have really different release frequencies

As I said, the best thing to do is to test and try to only send important information

Another useful tip is to tell people how often you’ll send emails to them before they subscribe, if you send daily emails, tell them that, your list won’t grow as much but the people will be more engaged

And since those people were going to leave sooner or later anyway, you’ll only benefit from this

5-Day and time for email

The ideal time to send an email doesn’t exist, but some days are more efficient than others

Yes, you should test to see the best time, but from what I’ve seen it’s best to send emails in the middle of the week, Tuesday, Wednesday, and Thursday

The best hour is a little more difficult, but it’s usually between 11 AM and 6 PM

There are just a lot of variables to this, some say it’s best in the morning because their audience checks their email that early

Some say it’s better during working hour because people check their emails during work when they aren’t doing anything else

And I have the idea that after work is better because some bosses work overtime

I personally prefer the idea of sending it during normal working hours, but you should start by thinking about how the people in your industry behave

6-So as promised, here are a few ideas to help you write better in general

First, you should never use clickbait, not only it’s losing its effect on people, but if you promise something and then don’t deliver, people will get annoyed and will stop caring about what you have to say

That’s one of the reasons why you don’t write in ALL CAPS, the other one is that you could be marked as spam

And just like in headlines you should aim for creating curiosity, and more important than that, to show how you can be useful to your customers, ideally you can make both

When it comes to curiosity, the main idea is to get the reader thinking something on the lines of “What does this mean?” or “Could this be true?”

For an example of a great subject line follow this basic template: “How I (solved problem) in just (a few hours)” or “How I (got a huge benefit) in just (a few months)”

This creates curiosity by making the person think about how did they do that in such a short span of time, and they wonder if they could do it too

Just don’t use it too much ok? Sending 20 messages like that in a row would make it lose its effect

One challenge to all this is that mobile devices usually cut your subject line around 30 characters, so you need to keep the most important information at the beginning because your message will most likely be cut

And since we’re talking about shorter messages, some business send an email where the subject line has only 2 words, and it works just fine for them, that could be the case for you

Which is why it’s important to understand that testing is the one thing you can really count on

Also, writing only 2 words does have a specific benefit, those emails are more likely to reach the inbox, it’s not certain why, but it does happen

Just to clarify, your writing should be concise and understandable, people should be interested in your title, not confused about what you’re trying to say

And don’t be afraid to try emoji’s, depending on your brand you may think that this is a problem since it makes you seem less serious, in a way it does, but more casual interactions with readers is usually a good thing

But keep it low, try putting a maximum of 2 emojis

You can check out my website here https://hubsmark.com/

That’s it for today, I hope you’ve learned something useful, and thanks for reading this