Though you’re marketing efforts are varied and many, email marketing is the cheapest – sometimes costing less than a single cent to send out thousands, and it has a successful track record. Constant Contact suggests, “With a response rate five times greater than direct mail and 25 times the response rate of banner ads, email marketing is the most effective way to increase sales, drive traffic, and develop loyalty.”
So, it only makes sense that you want to do your best with the content to increase conversions and make the most of this cheap marketing opportunity. But don’t expect to revamp your entire process – a few simple changes can make all the difference.
Use Successful Formatting
Though you want your email to standout, using bright colors and a busy layout can actually drive customers away, rather than pull them in. By using relevant and more engaging content, you can let that do the work, rather than relying on a loud email to keep them interested. Some best practices include:
- Font: Make it easy to read – and avoid capitals; that seems salesy and spammy.
- Punctuation: Use proper, grammatical punctuation and don’t be excessive. You want to be professional and interesting.
- Colors: Keep them in line with your branded colors, but be sure they aren’t screaming at your readers. Try to stick with a white or neutral background and utilize some color in headings.
Engage, Engage, Engage
You’ve heard it a thousand times over, but it can’t be said enough. Bland email copy will do nothing for you – but if you get your customers involved with the content, giving them a reason to stay on the email, you’re more likely to get that conversion.
- Using video: Video is a great way to get your customer’s attention in the best way possible. A study conducted by ComScore and EXPO has found that using a mix of user generated content and professionally made video increases sales. Use a CTA to get customers sharing the video content, as well.
Promote your Customers in B2B
There are so many experts in the marketing field as the world of online marketing has taken off – each and every one with their own opinions on how to be effective. However, Anita Campbell of Small Biz Trends suggests promoting customers within the copy. Who doesn’t want publicity? Do for them and they will do for you.
- Make it a contest: Provide a link or email address to nominate yourself or someone else to be promoted – and feature someone different each month, each week or every other. Not only are you making your content worth reading and waiting for, but getting your customers involved as well.
Your customers, if they’ve signed up for your emails, are loyal to you. They are interested in your products and service – but in return, they want to feel appreciated – and you have everything to gain by giving them the thanks they deserve. There are a few ways to execute your thanks:
- Sporadic: Instead of simply adding in an informal “Thanks” at the end of your email, send out a blast just to say Thank You. Include short, fun content, coupons – something to show you’re truly thankful.
- Within each email blast: Always say thank you at the signature – whether you vary how you do this, or stick to the standard one – a little bit can go a long way.
Email marketing is one of the most valuable tools you have to reach your customers – not to mention most cost effective. Make the most of this opportunity by enhancing your copy and getting your customers involved.
About the Author
Jessica Sanders is an avid small business writer touching on topics that range from social media to web design. She is a professional blogger and web content writer for ResourceNation.com.