The Endurance and Evolution of Email Marketing
Email marketing is a bit of an odd duck: As other marketing channels have seen a distinct rise and fall in the face of social media and new communications technologies, email marketing still remains effective.
Despite all of our new ways to communicate, people still retain the use of their email for daily use.
Certainly, other platforms have sprung up for communications like receiving invoices, communicating with customers, etc., but none are as ubiquitous as email.
That said, email marketing has aged, and therefore it has changed.
It has had to evolve, partly because of the growing use of social media
and texting for communication.
Getting someone to open your emails, read them, and then respond to a call to action is no easy task. It was difficult in the beginning, and now more challenging because everyone is accustomed to receiving promotional emails.
4 Tips On Getting Someone to Open, Read, and Respond to Your Emails
Let’s consider how your emails can be the exception to the rule
in a world where people have stopped opening emails – meaning they
avoid, or prioritize, or even triage the opening of emails — and then
open them very reluctantly, asking themselves
- Am I going to receive value?
- Is this going to be worth my time
- Is this just going to amount to more clutter with no return for the time I invest?
1) Build credibility and offer value:
As stated in the title of one of my prior posts, “Give before you receive.”
Many marketers have gotten a lot smarter about this now. but it wasn’t always the case, and there are still many who fall flat on their face skewed on the side of trying to take and obtain.
Think about the reasons you choose to follow certain handles on Twitter.
Think about which emails you open when they slide into your inbox. They’re the ones that are important to you (for whatever reason they are important to you). However, for all of us, they are, not the ones that sell and annoy us the most.
Your “customers” (or clients, donors, supporters- for businesses and nonprofits) are just like you, so make sure you’re building trust and value through emails that really offer something, before you ever ask for any action(s) in return.
2) Avoid subject line cliches:
Most people these days are accustomed to the types of subject line formulas that have traditionally performed well, and haven’t realized that their effectiveness is dying down. I am referring to the ones that promise overnight success or tell you the sky is falling. Consider simply summarizing your topic in a subject line in a way that makes them sound like they’re from a genuine person. Companies now more than ever perform better when viewed as individuals or collectives of individuals rather than businesses. In order words, in a collapsed and streamline manner:
- Summarize the “pain point” you are aiming to resolve.
- Summarize the benefit you are offering.
- Be conversational.
- Be authentic.
3) Keep it short:
Let’s start by asking ourselves some questions:
- How many of you have opted into an email list or a marketer who sends long emails?
- How many of you read those emails to the end?
- How many of you send these types of emails yourself?
If you want an email to be a sales letter, keep it short, visual, and enticing, then use a Call to Action to get people to click out of an email and onto one of your pages where you have more control (e.g your website).
People are turned off when they expect a helpful message and are greeted with a 9 paragraph sales letter in email form.
4) Get feedback:
One really can’t stress enough how valuable it is to hear back from your “customers” directly about how you’re doing and how they interact with your brand or your product. The assumptions you make may not be helping you at all, so it’s important that you reach out and invite feedback; you may just find that a slight tweak to your sales funnel could dramatically improve your “conversion rate” and thus get more responses to your Call to Action about your product, service, or cause. You could get feedback in the form of either a personal email message or a survey.
By the way, to build an email list for your business you’ll need an specific type of webpage called a squeeze page. The problem for most of us is setting up a page like this can be a nightmare unless you have software that will build it for you with a few clicks of a mouse.
One option is called Click Funnels and just like the name suggests you can build any type of webpage you want with a few clicks that sets up your “sales funnel” with calls to action for your product, service, or nonprofit cause.
Click Funnels has a two week free trial so click the link below and check it out.
If you found value in this post, please share it with others.
Do you have a strategic planning and marketing budget?
Please refer them to me for free consultation
Don’t forget to ask me about the free 30-minute consultation.
Business, Nonprofit, Arts Consultant
Actor, Writer, Producer
Ragone Enterprises and Productions
Ragone Strategies and Initiatives
Transforming Vision to Value
Roberto Ragone has over 25 years experience in government, nonprofits, and business, working with them on strategic planning, marketing and public relations, fundraising, and outreach. He has also worked on literary, film, and theatre projects.
One of his guiding principles is a determination to help you attract popularity, prosperity, and prestige — fans, friends, funds, and fame. He helps define and disseminate the uniquely compelling story about you, transforming your vision to value so you “REaP” the benefits of your hard work.