Email Marketing Tips to Boost Engagement and Readership
Email keeps people connected. It's a modern marvel, a wonder of our time. Based solely on how many times a day people check their emails (especially those in their 20s and 30s), email marketing should be a huge deal. So what's the problem? Mainly because of the practice of sending out mass emails with little or no thought about tailoring content, some have augured the death of email marketing. Email is nowhere close to being dead, of course. It just requires a certain amount of work to make your emails connect with your target audiences. Especially if you're targeting the twenty- and thirty-somethings who make up the core of the millennial demographic, here are 20 email marketing tips to help boost engagement. 1. Be more personal: Why does social media have so much clout in the world of marketing? It's because audiences respond well to one-on-one interaction, which social media delivers efficiently. Your emails need to be written as though you're only speaking to one person, the recipient. Stop talking about your subscribers or your list. Stick to one person. 2. Skip the bait-and-switch: Unscrupulous email marketing tactics in the past have made it difficult to let people know that you're true and honest. Considering the vast amounts of email spam, it's no wonder that people doubt sincerity in emails. So be honest. Make sure that your email is clear and contains no ambiguities. Your readers will reward you for it. 3. Write naturally: Have you ever encountered someone who constantly mentioned your name, even when a pronoun would suffice? Though you should be personal, you should also be wary about overdoing it. Write naturally. And even though you use their names, do it in such a way that it flows with the conversation. The worst thing you can do is write a stilted email. It comes off as creepy and guarantees the reader won't click on any links you send their way. 4. Enrich your reader's lives: Creating good content means developing content that enriches the lives of your readers. Your email should be built around helping your audience grow in some way, or it should give them a perspective they hasn't considered before. People tend to respond a lot better to content that focuses on helping them and enriching their lives rather than just trying to sell them a product or service. 5. Don't email just for emailing's sake: Is your message important? How important? Is it important enough that if you interrupt your readers in the middle of something else important, they will be glad? Time is a valuable resource and your audience would much prefer you email them only when something important comes up. Sending unnecessary emails will relegate all your emails to the spam folder. 6. Use numbers and statistics: Did you know the average open rates of marketing and e-commerce emails is around 20%? Numbers cause your audience to slow down and think. Use that to your advantage. Use numbers and stats throughout your writing, and especially in your headers, to attract and hold your reader's attention. 7. Tickle their curiosity: Humans are curious. If you give them something interesting that relates to their interests, they will want to know more. Your challenge is to present that in such a way that you tease the reader, but don't give them the entire picture. It's a great way to get someone to open your emails—by offering them a potentially interesting prospect in the subject line. 8. Offer a promise: This one is a double-edged sword, since offering a promise means you need to be able to deliver on it if you are to retain the reader's trust. That said, most people enjoy getting things with little effort. You can use this to your advantage by offering (and delivering) something like a free report to them; that sets the stage for further interactions and increases their trust in you. 9. Keep it simple: You're going to have the urge to be clever in your email titles and headers. Don't. It is possible to attract more attention with clever and witty headlines, but it's much more effective to actually stay on topic and to be direct. 10. Learn from others: Subscribe to a few good email lists and do your best to emulate them. They're the guys in charge for a reason, after all. Using them as a basis for your email writing can give you a huge boost in interaction with your desired audience.