Email Marketing: Super Annoying, Super Necessary
Another email, another eye roll. Do our phones ever stop dinging? When email first made its big debut back in the 90s, it was exhilarating to hear that sweet tone along with “you’ve got mail!” from AOL. Now, you probably hate email; it’s just another chore, another thing to try and keep up with. But, email can be beneficial too, whether it’s a daily e-newsletter to catch us up on world news or a flash sale from our favorite company. We may say we hate email, but it’s absolutely necessary – for customers and for marketers.
With Facebook’s algorithm only showing posts to 2-10 percent of your followers and the average tweet having only a 24-minute lifespan, email marketing is proving to be a better solution for businesses. An e-newsletter is the best way to directly connect with your customers and make sure they’re receiving your latest news. If done right, email marketing can be a game changer for your business. Here are some tips to make sure your email marketing is effective.
Make it mobile-friendly
As the number of mobile-users continues to rise, it’s crucial that your content is readable on a small screen. If consumers have to scroll from left to right just to read a line of text on the page, they’ll assume it’s not working and move on. Be sure your messages are mobile responsive.
Make it creative
People love taking pictures (no, not just selfies), and science proves that they enjoy looking at them, too. Hubspot reports that visuals increase a person’s willingness to read a piece of content by 80 percent. So, add a video, an infographic and lots of photos. Present the text in a fun way! Remember, visual content is king.
Make it relevant
Don’t just send an email because you send one every month or add a photo just because visual content is more effective. While it’s important to be consistent, make the content matter to your readers, or they won’t read it. The content in the email needs to be relevant to your business and the customers you want to reach. Send two tailored emails to two separate groups if you need to – adjust the message to fit the audience.
For example, you may want to send this funny GIF to your cat-loving audience….
But send this adorable GIF to your dog people.
Don’t be annoying
Never, ever, ever buy an email list. The people on that list don’t want your emails. They are hitting delete as soon as they don’t recognize the sender’s name. On the off-chance that your business is relevant to them, your email will probably end up in their spam folder, unopened and never seen. Build your list organically, just as you would a social media following, by promoting it on your website, social networks or a sign-up sheet at your event.
Give it purpose
Remember the goal here. Whether it’s announcing a social media contest, a flash sale or an upcoming event, make sure your email has a call to action – a link to the website, a statement that says, “Contact us today!” or a social media share button. Buttons are hard to not click on.
Email marketing is still very much alive, and it’s likely to be for years to come.