How to Excel at Email Marketing


Email marketing lets you reach thousands of customers at once. Your home grown marketing list (as opposed to one you buy in) allows you to reach out to your customers with offers, information and tips to enhance your relationship with them.

But it’s essential you make the most of this marketing activity, which is why it’s crucial your email marketing strategy works.

What follows are 5 tips to help you get the most out of your email marketing.

1. Length

The length of your email is critical: too long and it will bore your recipients to death; too short and it won’t tell them anything.

A good length to aim for is between 400-600 words. That should give you enough room to get your message across without running the risk of sending anyone to sleep.

2. Relevance

What you’re sending out must be relevant to your audience. After all, you want them to take time out of their day to read your emails, so you owe it to them to make sure its content is relevant and interesting to them.

Make sure your offers are relevant to the time of year, or to topical events.

3. To the point

Make sure you say what you need to say quickly.

Your first paragraph should contain the meat of your newsletter. Plus, using sub headings will help your reader navigate through your email to find the information that they want to read.

4. Link out

Earlier we mentioned the optimum length of a newsletter. But what happens when you have a long article you want to bring to their attention?

The simple answer is to add a snippet to your email with a link out to the longer article on your website or blog. That way, you can get your message across without sending out War and Peace.

And of course, this will also drive more traffic to your website.

5. Be yourself

If you write your email in a boring, corporate style no one will want to read it.

But if you inject some personality, take a more informal and chatty approach, your audience is far more likely to read it and its message will be received loud and clear.

These 5 tips should help you create emails and newsletters that are informative, readable and successful.

If you’re still unsure, take a look at the emails you receive from other companies that you read. How have they structured it? What makes you take notice of it and read it?

Deconstructing emails and newsletters that you enjoy will help you create ones that your customers will also want to read.

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