E-mails have been around ever since the spread of the Internet and have been one of the oldest inbound marketing channels and methods to reach your target audience. As the habits of people are continually changing, crafting effective e-mails to fit the changes in people’s habits and consumer behavior should be the main focus of your e-mail campaigns.
This is important as consumers are being bombarded every time by hundreds of e-mails piling up and most e-mails either remain unopened or get flagged as “spam”—which is the ultimate fear of inbound marketers as imagine what a waste of effort and resources this would be for your company.
So what exactly makes an effective e-mail that really succeeds in reaching your audience?
Use an eye-catching subject line.
Subject lines are the first thing the user notices when they receive an e-mail so you better make it memorable to spark the curiosity of your users to click and open the e-mail.
Of course, this doesn’t mean that you’ll have to blatantly lie in your subject’s line to catch a reader’s attention—if your company, for example, sells fishing rods and you say in your subject line “LOOK-A DEAD FISH” and you just forward them to pictures and descriptive text of your fishing rods, readers will immediately get annoyed. Some companies rely on this technique to grab the attention of the readers temporarily and it seems to work at first, but if you do this on a constant basis, your e-mails will most probably get tossed in the spam.
Keep content relevant.
Like the subject line, content has to be relevant and segmented. It’s generally not a good idea to forward broad e-mails as a certain level of segmentation and personalization is needed to engage your customers to the max.
Contain links to relevant content.
Effective e-mails are usually and should be short, brief, and to-the-point. This is because giving out too much info distracts the attention of e-mail users and misses the mark. Therefore, it would be wise to offer your readers the chance to get additional info by clicking links to relevant content.
Induce further communication/engagement
Last but not least, effective e-mails should end with a closing line that encourages further interaction e.g. “click here to contacts us for more info”, or “click here to watch our exclusive webinar“.
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