E-mail marketing can be one of the most effective ways to grow your business and engage your customers—except when it isn’t.
For every e-mail marketing campaign that yields stellar results, there’s another e-mail marketing campaign that seems ultimately to be a waste of time. We talk to small business owners pretty regularly, and often we hear them say that they’re sending e-mails to their e-mail list but nobody’s actually clicking through on the call to action. The e-mails get read, maybe, but nothing good comes out of it.
That’s obviously frustrating, yet it’s not an insurmountable problem. There are plenty of ways to tweak and enhance your marketing e-mails to make them more compelling—more clickable. We’ve got several quick fixes in the list that follows.
How to Fix Ineffective Marketing E-mails
Include more calls to action. Readers may not have the time or attention span to read your entire message, even if it’s pretty brief; if you have a single call to action link, in the bottom of the e-mail, a lot of your customers will miss it. Try including multiple CTA links, in different places in the e-mail.
Fix your anchor text. Does your call to action anchor text just say click here? Because that’s not very compelling. Try something more forceful: Discover. Explore. Take action. Join us. Uncover.
Write a better subject line. This is the most important part of your marketing e-mails—period. Compose headlines that are grabbing, that address pain points, and that offer immediate value. Let readers know that the answers they are looking for are right there in the message of your e-mail. (We almost hate to say it, but if you want to see what clickable headlines look like, just go to BuzzFeed.)
Focus up! A good marketing e-mail is singular in its focus. You should have one central topic, one basic piece of information you’re trying to impart, one call to action. If your e-mail content is all over the place, you’re going to lose readers.
Optimize for mobile. A lot of your customers are going to be opening their e-mails on mobile devices, so double check that your template is one that iPhones and Androids will display properly.
Make it scannable. Keep your message to just a few short lines, keep sentences short, and use bullet points.
Get help. Don’t be afraid to reach out to the pros to help you fine-tune your e-mails and really capitalize on your e-mail marketing list. The Grammar Chic team is standing by; get solutions today by calling 803-831-7444, or visiting www.grammarchic.net.