- Discover the most effective yet oftentimes taken for granted strategies in creating a powerful email content such as to personalize and value
- Learn how to use email values and offers in coming up with a great email content
- Avoid these mistakes in creating an email that will adversely affect your email marketing efforts
An email marketing campaign is one of the proven and tested ways of promoting your brand, products, and services. It all starts with a great email content that will capture the attention and interest of your target audience. So, how do you make an effective and powerful email in connection to personalize and value?
Email personalization and offering value to your target audience in your email list are two important points to consider. You may have heard about these two strategies but most marketers fail to see their efficacy. Once you have mastered how to use these methods to your advantage, there is no stopping your email marketing efforts.
Email Personalization and Value – One to One User Experience
The first often neglected strategy in creating great email content with a high conversion rate is email personalization. In the context of email marketing, this is the act of focusing your email campaign efforts to a particular subscriber. It is to leverage the information or data that you have regarding this specific target.
Personalization and value in email can vary in different ways such as using the name of the subscriber in the subject line. You can also use more advanced tactics in personalizing your email. Some of these include changing the email content based on the location, gender, and other data about the subscriber.
Why personalize and value your email?
The most important reason why you should consider personalizing your email is that it boosts your click-through and open rates. Ensuring this will consequently have a measurable impact on your sales, revenue, and ROI. According to studies, personalized subject lines have 26% higher chances of getting opened. Moreover, emails that use personalization help boost revenues of up to 5.7 times. So, personalize and value your emails to create more impact to your recipient.
Relevance and Timeliness
For subscribers, personalized emails are more relevant and relatable compared to generic messages. You send them emails addressed to them directly, which includes products or promotions that are relevant to their needs and interests. Take note that your target subscriber may receive at least 121 messages every day. Grab their attention by offering them relevant content.
Your email must be timely as timeliness is another hallmark of email personalization. Collect important data about your subscriber specifically their needs and interests at a particular stage. Knowing these salient details gives you an insight into what they need at a specific point in time. You can then use this information in crafting an email and sending them on the most ideal time.
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Personalize and Value: Quality Over Quantity
Do not be lazy in creating your email. Some email marketers commit the mistake of coming up with contents that do not have any quality to the recipient. They would create something without any value to the customer and expect people to come to them instead. Quality emails are quite common when you personalize and value them. Quantity is likewise an issue as too many emails can overcome your recipients, making it most likely to be sent to the spam folder.
Focus on Behavior
Personalizing your email is not only knowing their names and preferences. However, you can go the extra mile by focusing on the behavior of your target audience, helping you create an accurate buyer persona. Carefully look into the behavior of the recipients such as who are those that heavily engage, partially engage, or not engage at all. You can come up with numerous personalization techniques from the information you gathered regarding your customers.
Adding Value and Offer to Marketing Emails
Your email recipients want immediate or instant gratification from your email content. Make sure that your message has value or offer that will inspire your recipient to forward the email or respond to your call to action. You can add more value to your recipients as well as increase conversions by doing the following:
One of the most important techniques of adding value to your marketing email is to grab the attention of your recipient. It may sound simple but this is not an easy task, to begin with. Use powerful and effective wording to catch the attention of your target in the midst of thousands of other emails they received. Offer something relevant and timely to their interest so that it is hard for them to resist.
Demonstrate Personalize and Value
Show your recipient what is in store for them if they respond to your call to action. Your message should include an offer or demonstrate value, making them realize that it is a great opportunity for them to heed your call. Be creative with your composition of the email especially in giving a clear value or offer to your recipient. Make it interesting enough so that you will get more subscribers and not lose any. Moreover, your content should be valuable enough so that your recipient will be inspired or motivated to share or forward them to others.
Here is an example of an offer that a potential client may not resist, in the context of the real estate market:
Hurry! Limited for 10 people only. Get a free hour of consultation at 8 PM tonight. This is a one-time offer. Sign up now!
Mitigate the Risks
Showing your potential customers the risks or downsides of not answering to your email can be as effective as demonstrating value. For instance, you can tell them that they can opt to not take advantage of the 50% off promo that you offer and deal with paying the entire price. Emphasize the risks and the bad consequence of not answering your call to action. There is nothing that would catch people’s attention than giving them a bad scenario as a consequence.
Common Email Content Mistake – Physical Address Missing
Sending an email to your potential customers is one of the most powerful and effective steps to establish relationships and communication. However, there are also common loopholes that will affect your email efficacy. One of them is not putting a physical address in your email content. What does this entail and how would it affect your email marketing campaign?
Physical Address in Email is a Legal Requirement
The CAN-SPAM Act in the United State requires all emails to include the physical address of the sender particularly business owner. It establishes this need, which covers all commercial messages. Moreover, it is a way of regulating business communications with their target market or customers. Those who do not comply with this regulation will be legally penalized, which can be truly costly.
Partial Addresses are Not Acceptable
All commercial emails should include a physical postal address that can be validated according to the Federal Trade Commissions. You can use your current street address, a private mailbox registered with the Postal Service, or the registered address with the US Postal Service.
No Fake Addresses
Do not use any spammy or fraudulent emails such as in the case of two different email addresses. It is best to use a corporate email and not your personal Gmail account. You may think that using a fake address could be a good protection of your real location. However, this is a very wrong move because it is a direct CAN-SPAM Act violation. Follow the rules by not using fake addresses or else deal with the costly penalties.
Physical address should be put nicely at the bottom of the letter where your recipient can easily see or access. Take note that there is nothing scary or wrong with having your physical address in the email or newsletter. In fact, being asked for this type of data is a standard practice in creating effective and legitimate email content.
Other Important Points
You need not go overload with your email contents because too complex ones can easily turn recipients off. Stick with simple yet effective content that can promise high click-through and open rates. Consider no fancy graphics, which can be too distracting to your email recipients. Use simple text messages that are straightforward and to the point.
Having a great email content is one of the first important things you need to consider when planning on an effective marketing campaign. The good news is that there are proven and tested strategies that truly work. Personalizing your email content is an effective strategy although it may not be as popular as other methods used. Moreover, add value and offer to your potential customers to persuade them to do as you say in your call to action (CTA).
Just as there are best practices in creating powerful and effective email content, you may also commit inevitable mistakes. Not using a physical address in your email is not only a bad move. It also has legal repercussions that may cost you dearly. Comply with the CAN-SPAM Act so that you do not worry about paying some penalties that will affect your business outright.
Great email contents are your business asset and not doing it right can jeopardize your marketing efforts. Call now to know more about the best strategies for creating effective emails that yield tangible results!