How to Use Email Marketing to Your Advantage
Lindsey Oaks is an equestrian, author, and consultant who creates strategies for small business owners to communicate with the world. Her clients describe her as a coffee-addicted, high-energy smartypants, who tells stories to teach lessons.
No matter how large or small your business, it’s a guarantee that most of your customers have an email address. If you aren’t emailing them, you are missing out on an incredibly effective tool for customer nurture campaigns and long-term customer retention!
I get pushback from new clients all the time, “But I don’t want to bother my customers with a bunch of emails!” I understand. But before you swear off of email, let’s look at some statistics.
- The average open rate (how many people open your email) for a welcome email is a whopping 82%. (GetResponse, 2017) This means that when someone shows interest in your service, they are looking forward to hearing more from you, capitalize on it!
- 49% of customers say they would like to receive promotional emails from their favorite brands each week! (Statista, 2017) And you know, if they no longer want to receive emails from you, it’s super easy for them to click the “unsubscribe” button at the bottom of your email! You are not inconveniencing them!
- Email marketing revenue hit $7.5 billion in 2020. (iContact, 2022) Can you even wrap your head around such a number?
I hope that you are now convinced to send out an email! If you are ready, here are a couple of pointers.
1. Make the ‘subject” line an advertisement for your email.
Give readers a good reason to open your email. Instead of making the subject, “How to write better social media posts,” (I mean, what even is “better?), let’s go with, “I Didn’t Think It Was Possible To Make Money Off Social Media But Then I Learned These 3 Simple Posting Hacks.” Everybody likes to make money, right?
2. Make your email scannable.
Think about how you read online. Do you read every word of every article? You don’t; you scan headlines as you scroll, looking for something of interest. Subheadings help guide your reader towards the info they are really looking for. Make them as easy as possible to find.
How to make your email scannable:
- Underlined and bold types help scanners locate the information they are looking for. Organized information is easy to digest.
- Elaborate on your major points with bulleted points or numbered lists. Again, you are looking to organize the information and make it easy to digest.
- Break up large bodies of text with single returns. No one will commit to reading big, long paragraphs of information. Remember, your job is to make it easy for anyone with a few seconds to run through your email and take away something valuable.
3. Finish with a call to action.
What did you want to accomplish with this email? Go ahead and ask your reader to head back to your website for more information or to call you to schedule the appointment. And give them a nice, big button that takes them directly to the right place. Your reader won’t know what step to take if you don’t tell them!
Speaking of calls to action, if you are ready to start utilizing email marketing to grow your business, let’s chat. Set up a free branding strategy session with me to learn more. Calendly – Lindsey Oaks