Is Email Marketing the pawn for Inbound Marketing?
Posted by Patrick Murphy on Wed, May 26, 2010
One of the successes of inbound marketing is that over time you should be able to create a database of people who want to receive your updates and are most likely to act after each update. For many companies email marketing can be their first contact, a bit like a pawn sent out in the game of chess. While it may take time to develop your own database and get the responses you want, but here are some email marketing tips that we find useful and you can use immediately.
Email marketing tip 1: Try to focus only on one message. The more information you pack into an email, the higher the chance the recipient's eyes will glaze over and they'll reach for delete. Keep it to one focus point only and put it right in the subject and first lines of the message to make it easier for those just skimming to absorb your message.
Email marketing tip 2: Make it stand out: Something as simple as customizing the email in this way can make the recipient more likely to read through and act on your message. Think billboard, it is the ones that stand out we stop for.
Email marketing tip 3: Include your Call to Action. Each email you send should spell out exactly what you want the reader to do. Make your links obvious and call attention to any special directions you are providing. And it's okay to repeat yourself when it comes to the call to action - include it at the top of the message and mention it again at the end.
Email marketing tip 4: Use a template for your email. Instead of sending out a generic email, take time to customize your template to reflect your colours, fonts and any other branding elements of your business. Using the same email template for your messages will help the recipient recognize your company and generate feelings of trust.
Last email marketing tip: Watch your Stats. Most email marketing services provide campaign statistics so you can monitor the number of opens, clicks, bounces and unsubscribes. As you get started with email marketing, try a few different formats and link placements and then compare the stats to gauge your success.
These are just some tips which we follow. Most marketing emails will have a link to your website, which is why we are running a free workshop on your website. You can find more details here: Website Workshop