Email might seem like the ‘family car’ of online marketing sometimes. It’s been around a long time, it’s dependable, but it’s not flashy or attention-grabbing like some of the ‘newer models’ (like Instagram, Twitter and TikTok) are.
But writing off email marketing would be a mistake. It is a well-known problem that the true return on investment for social media for your business is hard to calculate. And it’s also equally well known that for most of us, checking our emails happens two or three times a day (if not more).
So, on those two points alone, it’s worth spending time on your email marketing. The question is, how best to do it. Here are some of the steps you can take to build an effective email marketing operation.
In the Inbox
First things first: get the basics right. The email should tell the recipient who it’s from (i.e. at the ‘From’ label) and also the topic before they even open it.
For the subject line avoiding spammy titles or those that create false urgency is also advisable. So, avoid shouting at your customer with things like ‘LAST CHANCE to get 30% off’. It works very occasionally, but soon, people get tired of it and tune out.