Email marketing is one of the most cost-effective ways to reach customers and drive up sales. On average, the ROI for email marketing is $38 for every dollar spent. And research tells us that customers actually like getting emails from companies they do business with. But when you’re busy managing the daily operations of your business, it’s easy to put off your email marketing. Here are some tips to get you started.
1. Incorporate your brand.
When designing your email, be sure it properly represents your brand, incorporating your corporate colors, fonts, logo, style, and images. Collectively, these elements create what is called a brand style guide. Follow your guide in every digital and print communication you create so your customers will always have a consistent impression of who you are and what you do. If your brand comes across as disjointed or inconsistent, you will confuse or alienate your customers.
Need help developing a brand style guide for your business? Contact the Sprout team.
2. Write an attention-getting subject line.
There’s a lot of competition for your customer’s attention, so you want to make sure your email stands out in their inbox. To pique their interest and entice them to open your message, come up with a short (roughly 4-7 words), attention-getting subject line. Get creative by using a play on words, asking a question, or teasing the content. Avoid words or phrases (e.g. “free offer”) that could trigger a spam filter.
3. Don’t forget about the pre-header.
The pre-header is an extension of your subject line, and appears right below it. To catch your reader’s attention, limit your pre-header to 6 to 11 words. To see an example of a pre-header, check out the image below:
Image Source: Constant Contact
4. Be mindful about your message.
Include an eye-catching image that complements your messaging. Add an attention-grabbing headline either above or below it. Next, write a few powerful sentences that:
tell your customers what you’re offering.
inform them how it will benefit them.
guide them on what to do next.
Tip: For the highest click-to-open-rates (the percentage of unique recipients who opened your email and then clicked through to your website), keep your email to under 20 lines of text (or about 200 words).
5. Include a clear call to action.
Every email you send should have a clear call to action, such as “Register now,” “Claim your coupon,” “Sign up for our free e-newsletter,” “Learn more,” or “Tell us how we did.” If your call to action includes a link, add a button to make it stand out.
Choosing an email marketing service that’s right for your business.
Today’s email marketing platforms allow you to create and send branded, targeted email messages, track your results, and fine-tune your strategy. There are several email marketing services on the market today. Many of our clients use Constant Contact because of its low cost (starting at just $20 a month), ease of use, and outstanding customer service and support.
Note: If you don’t have an email marketing service, you can try Constant Contact for FREE for 60 days with no credit card required.
Email Marketing Help for Small Businesses
Email marketing is a very personal and powerful way to build relationships with prospects, customers, and even past customers. If you need help with your email marketing, contact the experienced professionals at Sprout. We work with businesses just like yours everyday. With our flexible services and pricing, we can give you as little or as much support as you need.