How To Do Email Marketing: The Golden Rules For Owning A Responsive List
Want to write the perfect email for your list? There is no such thing of course, and the ideal message is going to vary from person to person and brand to brand. That said though...
There are certainly some ‘best practices’ to keep in mind when you are coming up with your emails and that can help you to get a better response. Let’s take a look at some of them.
Write a story!
I once heard the expression that ‘storytelling is SEO for the human mind’. This is incredibly true and the fact is that the human psyche loves stories. We have evolved over thousands of years with a culture of storytelling and we find it very engaging and very persuasive.
So instead of writing about how X technique is highly effective generally, instead frame this discussion as your own personal account.
How has it helped you? Or: how has it helped someone you know? How did you feel during that process? Set the scene and get people engaged – this is far less dry than simply talking in facts and figures.
It’s important that the tone of your messages match the tone and the nature of your business. However, it should also match the medium – which in this case is the email of course.
Emails are inherently more personal and less formal than other forms of marketing because they’re being read in a personal inbox.
At the same time, by writing a more personal message (using the recipient’s name, making sure to use a regular letter structure), you’ll be more likely to reach the primary inbox and therefore to actually get read.
Try not to put any distance between yourself and your audience. Make them feel as though you are speaking with them directly.
The objective of any good email should be to provide value. That might be in the form of a tip, or it might mean that you are providing entertainment. Either way, you need to make sure that your audience feel glad that they took the time to open your message and read it. That way, they’ll be more likely to do the same again next time ☺
As well as providing value though, you should also seek to make sure you are providing value in the shortest space of time. In other words, your messages should be efficient and to the point – you don’t want to take up your audience’s time.
Create "micro lists".
One super way to follow up with your leads and make sure they are incredibly targeted to whatever it is that you're trying to sell is to create micro-lists for each of your products.
This way when you do follow-up you're exactly on target with your leads wants and needs.
Another important thing to remember is that you need to be sure you mail regularly. Ideally, mail every 1-2 days for the first few days someone subscribes so that they get used to receiving email from you and recognizing your name. Then every 3 days thereafter with a minimum of once per week.
Side note - when I say "mail", I don't mean to send 100% promotional emails. Send email that is of value too.
You need to be monitoring trends that are happening in your industry and keep your subscribers up-to-date on what's new and exciting regarding your products.
Another thing to do is low scale testing of your e-mails before you roll them out to your entire customer base.
Write your e-mail and only send it to a small portion of your list to make sure that it converts clicks before you send it to your entire list. If it doesn't work change it up a bit and try another test until you get the ideal results, then blast it out to your entire customer database.
Don't Make Them Jump Through Hoops...
Never send your *subscribers* to a landing page or a 'squeeze page' and make them opt in to get your info. They are already on your e-mail list so why would you make them subscribe again? Just send them directly to the information you promised in your e-mail. The only exception is if you're putting them on a 'micro list'.
But there is something else you MUST be well aware, before sending out your emails...
How to Avoid the Spam Filter and Get Into the Primary Inbox.
The job of the spam filter on most email providers is to prevent unwanted messages from getting in – especially those that might contain viruses, phishing scams or other harmful types of content. Today this has become even harder though. Now we not only have spam boxes but also ‘social’ and ‘promotional’ boxes that further segregate our messages and make it hard for any of our messages to gain attention.
The good news is that there are strategies you can use to combat both these issues.
Make sure you avoid using the kinds of words and phrases that computers associate with spam. Examples of words to avoid include things like ‘buy’, ‘free’, ‘discount’, ‘hurry’ and ‘Viagra’.
You now need to also ‘look like a personal message’. To do this, you should take advantage of the feature in your autoresponder that allows you to use the recipient’s name in the message. Try to structure your message more like a conventional email ( i.e. saying ‘Dear [Name],’ and ending with ‘Best regards’). You also need to avoid using too many hyperlinks – keep it to just one .
Ask your readers to ‘white list’ your messages and add them to the main inbox. Focus on delivering great value over time. If you do this, then people will open your messages and they will actually read them (read this post). This will help to improve your ‘sender reputation’, which in turn will mean you don’t get blacklisted.