Email is not dead. It continues to be one of the most important forms of marketing for your business. The problem is, it’s really easy to fall into an email rut. In order for your audience to stay interested, you need to provide a fresh, clean and relevant product.
For this week’s Weekend Reading, we wanted to give you a few tips on how to get your email to stand out. With users receiving tons of emails every day, it’s important to put your email above the rest.
Be Personable/Be Consistent. Again, your email lives in the same inbox as emails from family and friends. This is a space for humans. Be personable, and be a consistent source of awesome stuff. Do that, and subscribers will keep reading (and keep sharing your emails).
Quick Take: You may be writing behind a computer screen, but you’re still talking to a real person. Don’t write your emails like you are talking to a computer – write them for the person behind the screen. They want to know that you are real, too.
Be timely. 86% of respondents to a recent real-time marketing survey reported consumers increasingly expect companies to know where they are and what they are doing, to deliver more relevant communication. It therefore pays to consider carefully the timing and frequency of your email marketing.
Quick Take: You may not be a mind reader, but you do have access to important digital analytics that will help you reach out to your audience at the right times. What days of the week are people most likely to visit your website or open your email? Monitor this information so you can meet your reader at the right time and place.
Make mobile easy for email readers. That’s the #1 rule. Easy to read and easy to act on. Although many customers using mobile aren’t necessarily a moving target, e.g., almost half of smartphone users are watching their small screen while they are watching their TV screen, messages still have tough battle to earn their attention – and not get banished with an unsubscribe. Responsive templates with built-in mobile smarts are a great place to start reaching them the right way, and marketers can build on those templates to fit their purpose.
Quick Take: We really can’t say it enough. Now’s the time to go mobile. You may spend a lot of time and energy on getting your website to a responsive place, but don’t forget about your email. Users are constantly checking emails on their phones, making it so important that your emails look good for them. When you create an email, make sure you send a test to see how it shows up on your mobile device.