Email marketing has become one of the most popular marketing channels on the internet. It’s easy to use, relatively inexpensive, and it can be highly effective in attracting new customers. Of course, to use email marketing effectively, you need to make sure that your audience has opted in to receive your emails otherwise you risk alienating them with unwanted messages or even risking fines or legal action if they mark your messages as spam. To avoid these issues, it’s important to learn how to build a database of subscribers who want to hear from you.
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Researching
Before you write a single email, it’s critical that you know what your customers want and how they want it. The first step is understanding each customer’s profile, this will help you keep track of when they receive these messages, and start analyzing them for common themes: Are they more interested in deals or upgrades? Are they ever unclear about what exactly they are asking for? What do they respond to best?
What questions do they ask frequently? What images do they respond to often? How long does it take them to respond after receiving an email from you? Do they prefer phone calls or live chat support over email? Once you’ve got some answers down, start writing!
Critical thinking
Critical thinking is one of those skills you want in all of your employees, especially in sales. If you can’t spot an opportunity when it walks through your door, then you’re not going to last long. At its most basic level, critical thinking means questioning assumptions, claims, and statements and ensuring that these assertions have enough evidence behind them to be valid. In order to do that kind of analysis with email marketing, it helps if you have a basic understanding of how each type of message works.
Here are five essential skills for critical email marketing thinking A/B testing: A/B testing is perhaps one of the best ways to learn what messages resonate with different audiences. A good test will isolate two similar groups, show them different versions of a message and then measure which variation led to more conversions or other goals.
The simplest form of A/B testing compares two variations on a single landing page; however, some marketers run tests over entire email campaigns as well. Depending on your experience level, you may need help running an effective test but don’t let that stop you from giving it a try! Most tools make it easy for even novice users to get started quickly.
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Writing skills
The ability to write is one of those soft skills that can make you land clients. However, it’s also something that can be tough for people without previous work experience in journalism or copywriting. But don’t worry two traits will help you stand out: brevity and voice. Brevity means trimming down your sentences so that every word has meaning, and voice refers to how your message sounds, does it have an optimistic or cynical tone?
Here are some tips on how to develop them. Write 1-2 news articles about trends in technology/business/sports etc. at least weekly. This can include any information from trending topics to developing new products from business leaders as well as any breaking news happening in the category selected. You will realize that over time you are becoming better each week that passes and begin crafting emails that actually get opened.
Build a relationship with your audience
Email marketing isn’t just about getting a few transactions. It’s about building and maintaining relationships with your customers both old and new. By providing value, offering relevant information and connecting people with products they need, you can cultivate a community of customers who are always eager to hear from you. The more they trust you and what you have to say, the more likely they are to respond positively when it comes to the time for purchase or re-purchase.
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Use strong calls-to-action
While there are many different types of calls to action, it’s best not to overthink it too much. Keep your CTA simple and include a button or link that makes sense for your product or service. As long as you’re offering value, like a free trial or discount code, people will click! To help your CTA stand out on social media sites like Facebook and Twitter, make sure you have at least 100 characters of space between it and other content in your post so people can easily spot it. This is also important because if your CTA is pushed down past images or links, it won’t be seen by all of your followers.
Conclusion
Using email marketing is a great way to build customer loyalty and get repeat business. Whether you sell a product or a service, email has proven itself again and again as one of, if not the most powerful tool in today’s online marketer’s arsenal. What are you waiting for? Learn these five skills today, so you can start getting results tomorrow!