Email marketing is a super-powerful marketing tool. It’s been labeled as the number one conversion tool, and rightly so.
In the marketing world, there is a term “touch point.” A touch-point is a point of contact between a seller and potential buyer. With online marketing, a touch-point may be a social media post, a first visit to your website, or through a workshop or webinar you’re presenting.
Each touch point must reinforce your brand, your platform and it takes around 10 online touch-points to create conversion. So, unless that person keeps seeing you on social media or keeps returning to your website, you’re not very likely to make the needed connection.
That’s where email marketing comes in.
Email marketing is a permission-based strategy that allows you to ‘touch’ that person on a daily, weekly, or other time frame basis. This not only fulfils the 10 touch-point requirement, but it also allows you to build a long-term relationship with that person, to build your authority and expertise with that person, and it gives you the opportunity to market to that person.
Note: the marketing part of the relationship should be well balanced with relevant and usable information that the user will appreciate.
Okay, so as with all online marketing strategies, they’re ever changing. Below is a list of what’s working today in regard to the ‘outside of your email envelop.’
Now for the tips.
1. The FROM address – people want to deal with people. Have a FROM address that has your name or the name of your business (as long as your subscriber knows your business). It’s not a good move to use something like info@XXXX.
Another factor to consider is that most email services will not send emails from personal accounts, such as those from services like Yahoo or Hotmail. It’s best to use an address from a paid website hosting site. The purpose is to reduce spam emails.
My emails come from my Bluehost account: firstname.lastname@example.org
2. The TO address – make it personal. Don’t send out batch emails with multiple email addresses. Most email service providers do this for you automatically.
3. The SUBJECT LINE – if you’re focusing on subscribers who open your emails with mobile devices, 30 character subject lines work best. For computers and laptops, the 60 character rule is still good. To play it safe, it’s best to keep the keyword and power-element of the email content in the beginning of the title. This way whether the subscriber uses a digital device or laptop, he’s getting the gist of what the email is about.
And, as always, make the subject line compelling. Motivate the reader to click it open.
Let’s look at the title of this article as an example:
5 Outside the Envelop Email Tips You Need to Know About (And, 3 Bonus Tips)
The first six words are 27 characters. And, the keyword, Email Tips, is within those characters. Those 27 characters are also descriptive and relevant to what the article is about. Another aspect of those ’27’ is people will be curious about “outside the envelop email tips.”
4. The Preview or 2X2 Rule – statistically, 50% of your subscribers will stop reading the email after the first few lines. Because of this, make the first two lines or first 2 inches power-packed.
It’s the first few lines that will motivate the reader to take some kind of action, even if it’s to continue reading. Don’t waste this space. You should have your CTA (call-to-action) in this space also.
What I’ve seen lately is marketers are using this space for unsubscribe notices. Or, notices that you’re receiving the email because you subscribed to the list. Below is text from the very top of an email I received recently:
You received this email because you entered your first name and email address at one of our websites for writers (see a complete list below). To UNSUBSCRIBE simply click on the following link and choose the option that says “Never email me again.” Click here now to Unsubscribe.
This is wasting prime ‘top of the email’ real estate – it’s highly advisable not to do this.
5. Formatting – there are different types of emails: plain text, post card, newsletter, and so on. Marketing pro Amy Africa advises that emails are getting too long and there are too many links being used within the emails.
Keep in mind that mobile users prefer a smaller file size, so keep the length reasonable.
It’s also advisable to have your personal social media links in some of the email, but not all. Don’t make every email the same formula – mix them up.
3 More Bonus Tips
6. Offer a ‘Change Your Address’ option – you may lose subscribers because they changed their email address and didn’t know how to change it on their subscription. A very clever idea from Amy is to provide a means for the subscriber to change her address.
My plan is to add a little tidbit near the end of the email (or at the end) that will lead the subscriber to a ‘Change Your Address’ web page. I may also include a ‘special’ email explaining they can always change their address.
7. Keep Your Emails Relevant – keep up with what your audience wants. One way to do this is to actually ask your subscribers. I’ve done this and learned lots.
8. Always Test – test what’s working. Test your subject lines. Test different formats. Test the days and times you send emails out. Test, test, test.