How to Make Your Email Messages More Memorable
To create memorable email marketing messages, it’s important to focus on your audience while also aiming to promote your products and/or services in a way that appeals to them. You want them to remember you after they close the email, especially if they choose not to click through to answer your call to action. How to create those memorable messages is as easy as following these eight tips.
1. Never Forget the Welcome Email – Every new series and every new sign-up to your autoresponder should receive a welcome message or a message that explains the coming series. This will let your audience know that they succeeded in signing up, or that a new series is starting on a list they have been a member of for some time. It’s a nice thing to do that will excite your audience and make them feel as if you are thinking of their needs.
2. Always Tell Your Audience What to Expect – It’s important to explain to your audience about what to expect. This can be within your welcome message, or it can be in a message following the welcome message. Explain to them that they’ll get a new message every week or every two weeks or every day – whatever you’ve decided – and how important it is that they read the messages. It’s a good time as well to invite them to offer feedback to you about the messages and information you’re sharing with them.
3. Explain to Your Audience Who You Are – They want to know who you are and why you are the one to share knowledge with them. What makes you special? Don’t brag, but do tell them why you are the one who can help them with their problems. Share awards you’ve won, publications you’re created, and certification and education you’ve completed. Include life experience that got you to where you are now and how that experience can help them.
4. Use Simple, Direct Language – Avoid using lots of big words when expressing deep thoughts or hard to understand concepts. Choosing the simplest language will make your message more memorable and understandable to your audience. Using words that are too complicated and too big will bore them to death, even if your audience is full of geniuses. Be direct and to the point and avoid being long-winded, and you’ll get better responses.
5. One Idea at a Time – Each email message should encompass one idea at a time so as not to confuse the audience about what you want them to do. Having more than one or two CTAs can also confuse your audience and leave them wondering what to do. You want each message to stand on its own in such a way that there is no doubt about what you expect your audience to do.
6. Create a Good Catchword or Phrase – When you think of different known brands and commercials, they come up with super simple catchwords and phrases that you can’t forget. A really memorable one is “Life’s messy, clean it up!” That’s so simple, yet most of us know this came from the company Bissell™. If you can create something like this and use it as your sign off, they’ll remember your brand better.
7. Timing Is Everything – Each audience is different, so at first, you’ll need to test different times to send the messages to your audience. Each autoresponder service has some stats that they will share with you which you can use as an initial guideline about when to send messages. But, you should use A/B testing to ensure that you are sending messages at the right time.
8. Create Heartfelt Messages – Depending on your audience, sometimes sending really heartfelt messages that help you get closer to your audience will make them feel closer to you and more attached to you. Be careful not to overshare and make people uncomfortable, but sharing your journey of homeless to successful six-figure online business is perfectly acceptable.
Creating memorable email messages can take some testing and tweaking, but trying one or all of the tips in this list can help bring you a lot closer to making all your email marketing messages more memorable.
Put simply, multi-channel marketing is getting the message out about your products and services through many different methods. The goal of multi-channel marketing is to get the information into the hands of as many of your audience as possible. How many channels you use will depend on the ways in which you sell your products as well as where your audience is located.
The different ways you can market and sell products today include:
* Web paged
* Social media
* Mobile commerce
* Call centers
* Catalogs (online and off)
* And more…
The benefits of multi-channel marketing are many, the main one being that your audience can interact with and buy from you in numerous ways depending on where they are when they choose to buy. In order to take advantage of the many ways to sell something, it’s important that you inform your consumer through many different ways, as well as sell to them in many different ways.
Getting the message to your audience requires a multi-pronged effort using various marketing channels.
You may want to use a combination of:
* Mobile advertising
* Website advertising
* Pay-per-click advertising (PPC)
* Content marketing (SEM)
* Newsletter ads
* Social Media ads
* Email marketing
* TV ads
* Print ads
* And more…
For example, the process might look like this:
A lead sees a PPC advertisement on Facebook regarding a free webinar that you’re having in the next seven days regarding a topic they’re interested in. They click through and sign up for the free webinar. This triggers your email marketing software to send them pre-formatted and created information on a periodic basis, as well as signs them up to come to the free webinar.
Via email they learn about all the different products you offer, and are reminded to attend the webinar. At the webinar they listen to the information you promised and are given a link to buy the promotional items you mention in the webinar. They click through to buy, and are then prompted to give more information such as their snail mail address, email address or whatever other information you’d like to be able to contact them through. Each step pushes/pulls your lead, then customer, through your product funnel - one thing leading to the next.
But, you have other entry points too, not just the Facebook advertisement. You keep your blog populated with regular and informative articles and information about your niche in which the calls to action point to your products and/or services and, of course, prompts them to sign up for your email newsletter. In addition, perhaps you guest blog post regularly too. The link within your bio at the end of the blog posts points your audience to more information.
Each thing works with the other and independently as well, thus forming many different channels that all lead to the same or variations of the information you want your audience to know about.
Newsletters are still great ways to engage your list subscribers, bring them back to your blog, cross-promote social networks, and so much more. But, if you’re not getting good results from your newsletters, these are some tweaks you should consider.
When you send a newsletter (or any email to your list), don’t use a "no reply" email address or a generic name. You want them to know this is from you and something they want to open. You’ll get more opens and more engagement when you use your name in the email than if you use a generic name or even your business name.
Do a test to determine whether your audience responds better to HTML newsletters or text-based. It would be a shame to spend a lot of time creating a wonderful template for your newsletter only to find that most of your audience prefers text-based emails. You can also give your audience the choice when signing up depending on your email autoresponder platform.
Your newsletter should have a headline that is somewhat the same each time so that they know it’s your newsletter. Name your newsletter something appropriate and use that in your headline with personalization and the date if you have enough room.
When people read online content (whether email, phone, or PC), they don’t read it from left to right like they do paper. They often scan the message and look at the main points and headings. If you make chunky content with appropriate sub-headlines that grab attention and point to calls to action, you’ll get more response.
If you have a large list, it’s important to segment it and then send each segment their own specialized newsletter. Often it can be the same newsletter but with different items highlighted and placed up front, and a different CTA depending on their place in the list.
If you do choose to send an HTML newsletter, use compelling visuals that get attention and make your audience members want to click through. Also, offer them the ability to click through and read the newsletter online on your site and not just via email.
When you do mention any products, services, or information that require a response from your audience, it’s imperative to focus on benefits over features. If you do mention a feature, always follow up with the benefits of that feature.
It’s important to always include a CTA in your email newsletter by announcing products, services, and events that they can buy or participate in, and why they should.
Using a newsletter format to engage your list members and help nurture your list is still a wonderful way to bring people back to your site, to tell them about the news that’s happening, and to educate and inform them. But you need to do it with conversions in mind. If you want better results, tweak your newsletter to include these ideas.
It’s important to pay attention to the numbers in your email marketing. But there are some things that are more important than others. Your email marketing will work better each time you fix any problems discovered via the types of data listed below.
Not only should you know your open rate, but you should also know some specifics about your open rate. For example, what time and date get more opens? What topics get more opens? This information can help guide you going forward if you pay attention to it.
Do people respond to your email? What do they say? You should definitely use an email where your list members can simply hit reply. This is going to leave you open to getting your audience’s opinion on the spot, and you’re more likely to hear from them this way.
How many people open the email, then click through to your offers or calls to action? This is important because if you have a high open rate compared to a low click-through rate, or a high click-through rate and low conversions, you can analyze this information to figure out why.
How many conversions do you get on average for all your offers? How many conversions did you get on a specific offer? What is the difference between the emails that convert compared to those that don’t? All this information can help you improve.
This is very important to pay attention to because if you have a high bounce rate, your email autoresponder solution may punish you by ending your account. This is a good way to ensure you have good list hygiene.
Most people don’t realize they can look at complaints and reports on their analytics for their autoresponder to find out if they’ve been reported. Plus, you can look in your email too. If you’re getting a high number of complaints about anything, it’s important to pay attention. It’s hard to look at complaints but it can help you improve. You can’t please everyone all the time, but you can improve to get close.
Before you send an email, your autoresponder will alert you to your spam percentage. It uses words, subject lines, and the information in the email to determine your spam rating. Try to keep this very low so that spam filters don’t get triggered and send your message to spam.
Email marketing still works and works great. But, you do have to stick to the basic rules of engagement. Send information with subject lines that aren’t tricky, don’t spam your audience, and make good offers that solve problems, and you’ll get better results every single time. Use the analytics so that you can improve.
The main emails that get opened for most email marketers are the first few emails you send - better known as transactional emails. A transactional email is something the customer is expecting. They expect to get a welcome email, a thank you email, and a how-to download, or your product email. These emails will be opened and therefore you should make the most of them.
Be sure to write good subject lines that are more likely to be opened. "Julie, your purchase information" is a lot more informative than just "Thank you". It also implies that there is information inside about the purchase that they need to open.
Don’t make these transactional emails come from unknown email sources. You don’t want a "no-reply" email address. Instead, use your name if you're known. If your business is known, use your business name. If you want to, you can use the name of the product that they purchased but make it available to receive replies.
In each email, cross-promote your social platforms too. Invite them to join your Facebook group for customers. Invite them to like your Facebook business page, and ask them to tell their friends too by giving them both a coupon code.
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You want to ensure that your email messages can be read by your audience, especially those who have bought from you or who have downloaded a freebie from you. Therefore, make all your website and email design mobile first.
These emails are even more important for personalization because they have done business with you. They have made a transaction of some kind with you. They deserve to get personalized messages and not canned messages.
These transactional emails are the best place to ask for feedback too. This is because they will be more likely to open them as well as respond to them. You can ask a simple question, send a survey, or ask them to come to your social group to give feedback.
Don’t be afraid to make another offer in one of your transactional emails. This is a great time to recommend products that go with what they already bought, or to quickly offer an upgrade to what they’ve already bought for a discount.
Your transactional emails are important real estate that you need to use because they are more likely to be read. You can set the stage for people being more likely to open future emails, depending on how useful and valuable these emails turn out to be for your audience.
The truth is, once you have people on your email list, they’ve already given you a certain amount of trust. Now you just need to keep it and build on it and not mess it up. Here are some things that you can do to help establish and build trust in your email marketing.
When someone joins your email list, give them a welcome letter that tells them what to expect from you. Tell them what type of emails you will send, when, and why. This is going to prepare them and if they don’t want that, they’ll unsubscribe sooner rather than later.
Don’t try to be too clever with your subject lines most of the time. Studies show that straightforward subject lines that let the reader know what’s inside work better anyway. Plus, depending on your audience, they may get angry otherwise and unsubscribe.
Most people read and respond to emails on their mobile devices. If they can’t do it, they’ll give up. They won’t go to their PCs and read them or respond later. Therefore, you must make sure your emails are readable and actionable right on mobile.
Don’t promote things you can’t really and truly support. Test out any new vendor products to be sure they’re the quality you want them to be and that they offer the type of customer service you want your audience to experience.
There is a rule of thumb most people follow but it’s not really a total science; it’s just what people say. Test out the truth for your audience, but most people say to promote 20 percent of the time and send valuable content 80 percent of the time. Depending on your audience, more or less might work best.
If your customers contact you about a vendor your recommended and have trouble, help them figure it out. You are there for them and you can always find another vendor if they’re not right. Of course, sometimes it’s just a misunderstanding.
Your email marketing should be branded in a similar way to the rest of your marketing collateral online and offline. That way, they’ll know it’s you and that you stand for your branding. Use the same colors, fonts, images, and voice everywhere.
Use a return address that is friendly and works. Using your name is the best way to do it. Don’t use a no-reply email address. That only works for huge corporations, not small business owners. You want your audience to be able to contact you very easily.
Email marketing is still the most effective form of marketing that exists. Keep working on building your email list so that you can nurture and market to them on a more personal level. But don’t make the mistake of trying to be anonymous or like one of those big giant unnamed corporations. Be you, be available, and be honest. You will not regret it.
Did you know that people are spending about three hours a day using their mobile devices to socialize, shop, and engage with others? People buy plane tickets, bank, and even get dates - all with their handheld mobile devices. Knowing that, it suggests that every business can integrate push notifications and get results. But, is it really an either-or idea?
Push notifications can work with email marketing to increase audience engagement. Push notifications are digital messages sent to mobile phones in the form of a text message. Email marketing is the same in that it’s going to the mobile device, but it can also be received via PC even though most people can check messages on their phone. Let’s look at how this works together.
There is no one or the other when it comes to anything about marketing. The truth is, you need an integrated approach to marketing. Push notifications and email marketing work together and when used properly can help each other increase engagement by building trust and enhancing engagement opportunities through personalization.
You should almost always assume that your customers are using their mobile devices to check email and to do business. You can look at your analytics to be sure, but most businesses today should work on a mobile-first strategy. Emails need to be short and to the point and transactional based. Engagement opportunities work great with push marketing straight to their mobile phone number.
If your message is transactional, it should always be in email. If you want someone to act, use push notifications. Basically, ask yourself whether you want an immediate response or not. Also, consider the type of information that you’re sharing before sending the message. "Answer this poll" or "Review your purchase" work with push notifications. "Your receipt" and "Thank you for your order" work best in an email. Remember that email is forever but push notification is temporary.
Your best way to deal with your customers is to have an approach that takes into consideration individual preferences. If someone gives you permission to send them push notifications, then you should send them push notifications. If they sign up for your email address or buy from you and get on your email list, you should send them emails too.
Knowing which is better - push notifications or email - for increasing audience engagement will depend on your audience. The best thing to do is incorporate the integrated approach and find out from your audience what they like. You may need to do both simultaneously, or you may be able to do actionable messages via push and transactional messages via email. It all depends on your audience’s preferences and the type of business you have.
There is more to having a responsive email list than having a lot of people on the list. Size in this case honesty doesn’t matter. So, if people leave your email list or you need to clean people off it, it truly is okay, because what’s left is going to be a stronger and more responsible list.
Let’s look at seven reasons your email list is shrinking and find out why it’s not the end of the world.
People often unsubscribe from a list due to the content not being to their liking. If the content you’re creating is right for your audience (in your opinion), then this is not a concern. But, if you believe that the content you’re creating can be improved based on the reason people are unsubscribing, then you should do that to ensure you don’t lose the right audience.
Sometimes people just unsubscribe because they realize that they don’t want or need what you’re selling. Often this can be traced to a poorly placed lead magnet that brought them to your list, but sometimes they’re just freebie seekers and it’s better that they leave your list if that’s the case.
When you get people onto your email list and then never send anything, then suddenly send an email, often people will unsubscribe. This is because they totally forgot that they signed up for your list and what you’re about. You have to nurture a list from the day they sign up.
Sometimes people leave because they don’t like getting bombarded with too many sales emails or too many emails in general. You must determine yourself whether you want an audience who likes getting lots of emails or if you’d like an audience that is less interested in that many emails.
Sometimes you just aren’t sending the right emails. If you aren’t sending a combination of informational, entertaining, and sales emails, your audience might not understand the point of your emails and leave because of that. This is easily fixed by ensuring your emails have a goal, and that you send a variety of types of emails.
Often, you inadvertently get people on your list who just aren’t the right audience. Or, as you change your market, you start losing people off your list who aren’t interested in your new offerings. In this case, it’s fine if they leave. Having inactive people on your list is too expensive anyway.
Most people check their email via mobile today. If any of your email, website, blog, and sales pages (and entire checkout process) aren’t optimized for mobile, people will leave because it’s frustrating. They’re not going to move from one platform to the next to stay on your list. This is not something to get upset about either, because it’s easily fixed by using the right email software and the right themes for your websites.
As you can see, some of these issues about email retention are easily fixable. However, some don’t need to be fixed because if they leave, you don’t want to do anything to get them back. You're only interested in the right audience for you right now in your business, based on what you’re promoting and selling.