3. Add Value
Don't push a hard sell via email. Pressuring your audience will likely alienate them to the point that they ignore your future attempts. Instead, add value. For example, UPS allows you to track your packages via email (and mobile device) in addition to confirming shipment and delivery. This makes its services more useful to customers.
4. Discover Your Design
People gravitate toward the visually pleasing. Use vibrant colors in your template, and stick to one theme so your audience can easily identify you. Your brand should have a consistent appearance across all mediums.
Don't bog down your emails with images - email providers can block excessive graphics. Your message could be distorted or dumped in your audience's spam folder.
Most importantly, make your template mobile responsive. Your audience is on the move, and 48 percent of email is read on a mobile device. For example, Asana, a project management software, sends customer emails in a responsive format that allows them to view the information on any device.
When you send an email message, remember these best practices:
- Be concise. Your audience is busy, so your message should be succinct.
- Be relevant. Don't dish out yesterday's news. Show your audience your service's impact.
- Be transparent. Tell your audience why they receive your message and how it can help them.
- Be professional. Make your content easy to read. Use short sentences, and double-check your spelling, grammar and formatting.
Email marketing isn't dead. In fact, it's an invaluable tool for service-based businesses. An email campaign built on valuable content, consistency, and vivid design can spur your target audience to action and help you build lasting relationships with customers.