Email marketing campaigns are a cost effective way of directing customers to your website; here are some top tips to help you turn readers into buyers:
- Make use of seasonal trends. Data suggests that the period between Christmas and New Year offers click-through rates which are much higher than average. This is attributed to the many smart phones, tablets and similar devices which are given at Christmas time. Many people take these interim days off work, and spend their time testing out their new toys. Emails sent during this time can be particularly effective, as people simply have more time to dedicate to Internet browsing. New Year’s Day has a similar effect, so try to time your emails to arrive during this period if possible. Email templates and specially designed software can be used to prepare emails in advance and then send them automatically on a certain date, so that you don’t have to stop opening presents on Christmas morning to send your marketing emails out!
- Offer exclusive content. Your emails need to encourage readers to click through to your website, and one way to do this is by offering snippets of content in an email with the promise of a full article online. This could include images of new product lines, headlines from recent industry news, or a special offer (money off new products, for example). Supplying all the information in an email will mean that readers have no need to visit your website, so give them a taster but leave the main content on your site.
- Keep your emails simple. Avoid too many fancy graphics or elements such as videos. These may display differently depending upon the device on which they are viewed, and you don’t want to run the risk of your email not displaying or downloading its’ content properly. Lots of graphics can also be confusing or distracting to your readers, so keep the content sleek and simple (and easy to read!)
- Use attention grabbing subject lines. You can write the most interesting email in the world, but if your subject line is dull readers may not even open your email! Use current events and interesting facts to spice up your subject lines, and avoid anything that sounds very ‘salesy’ – customers like to think that you’re interested in them and not just their money! Grab their attention, get them to open your mail, and avoid that junk folder!
- Email your readers regularly, but not excessively. The purpose of marketing emails is to gently remind customers that you are there, and give them the opportunity to view your products or services. If you are too overbearing or pushy, they will feel pressured and the ‘junk’ button looms! Be brief, be friendly and be informative.