3 Steps to Successful Email Marketing if You've Never Done It Before
Even though email is one of the most popular and successful marketing channels, there are many marketers who've never used it before. If you're looking for ways to expand your marketing reach beyond Facebook, blogging and online ads, consider email. Emailing your customers—both current and potential—can increase your product or brand recognition, as well as increase the likelihood of engagement with your audience.
Effective email marketing has three main characteristics:
- A catchy subject line
- Great, compelling content
- A clear call to action
Catchy Subject Line
How do you create the first: A solid subject line? Well, begin by avoiding what are known as spam-like words and phrases such as "you have been selected," or "as seen on." Create a subject line that is both succinct and inviting—something that compels the recipient to engage further.
One strategy is to ask a question. If you can manage to tie your question to a call to action, that's even better. For example, last month I received a newsletter in my inbox from Adbusters with the subject line, "Where is the human spirit headed?" Hardly a light subject of inquiry! This question, rather than sounding as if it's trying to sell me something or get me to think a certain way, left the possibilities wide open in terms of any anticipated response. Furthermore, it managed to persuade me to click on the email out of a sense of curiosity and genuine motivation to learn more about the topic at hand.
That motivation, for me, was inherently tied to the content and subject at hand. Knowing what kind of questions to ask is dependent upon how well you know your audience. Open-ended questions trump yes-or-no questions every time. Opening a subject up for discussion suggests that you will be presenting various solutions to the problems at hand. It suggests you have at least one answer to the question being asked. Readers are looking for answers. Good content, therefore, is imperative to an effective email marketing campaign.