6 Tips to Harness the Power of Email Marketing

Do you get any emails that you love? Or do you curse and unsubscribe every time another pointless, self-serving, and sales-driven email enters your inbox?

You’re only as good as your last email. If people opened your previous email and didn’t feel it was worth their time, you can bet future open rates will go down. Resist the urge to send an email just because your content calendar tells you. Make sure you have something valuable to say.

Be clear, concise, and to the point in your subject line. We love a good catchy subject line, but if you feel like you have to trick your reader into opening your email with an overly-clever pun, then you should probably rethink the content of that email.

Yeah, yeah, yeah, we’re all busy and don’t have time to read anymore. On the other hand, if your email truly offers value in a way that’s easy and pleasant to read, your subscribers will keep reading. Don’t feel like you have to cram everything you need to say into some expert’s “best practice” of how many words make up the optimal length.

A targeted subscriber list is worth its weight in cryptocurrency. But it takes time and effort. If email marketing is part of your business development strategy, look for every opportunity you can to let people know and encourage them to sign up. If you have an event, bring a tablet people can use to access a subscription landing page. If your business creates resources such as white papers or case studies, ask for someone’s email before they can download them. Post on social media about it, add a pop-up form to your website, etc.

Lastly, it’s tempting to buy a list, especially if you’re a small business just starting your marketing efforts, but proceed with caution. Email is powerful in that it’s one of the few channels where a person, not an algorithm, determines what they see. Don’t take away that power by adding someone to your list without permission.

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