This resource list of email marketing tactics is inspired by @RayEdwards and HubSpot’s Email Marketing Certification course. Email marketing is evolving constantly. Understanding different perspectives on a topic can help to gain further clarity and insight. Feel free to bookmark this post and use it as a resource, or better yet, download the cheat sheet.
For those who say email marketing is dead, I beg to differ. Email marketing is not what it was 5 years ago and certainly not what it was 15 years ago. It has grown up, become more sophisticated and personalized based on how a user interacts with a website or app. The technology behind this personalization is wildly intriguing. This post is a resource list of tactical email marketing tips you can apply to your organization. Feel free to add more in the comments.
25 Persuasive Keys to Email Marketing
- Use Email Marketing to Build Permission-Based Lists – people who confirm their email with give you permission to send them emails. Permission-based email marketing is critical to maintaining a clean list of targeted people who are interested in your products and services.
- Use a Reputable Email Delivery Service – Not all email delivery services are equal. Make sure that the service you use has a strong reputation and high deliverability. Feedblitz has one of the highest deliverability rates in the industry.
- Give Visitors Reasons to Opt-in – Provide high-quality lead magnets such as checklists, ebooks, worksheets, white papers, or audio products to convert visitors to subscribers.
- Set Expectations Properly – When you outline your offer to subscribe to your newsletter, make the expectations clear. State up front how often you will be emailing them and on what topics.
- Avoid Spam Complaints with Consistent Mailings – This is quite surprising, but makes sense when you stop and think about it. When you consistently email your audience, they begin to familiarize themselves with you and your organization. You start to feel like a trusted advisor, or better yet, a close friend. The consistent email allows you to build trust and a long-term relationship with your targeted audience. When you email once every couple of months infrequently, it makes the reader wonder if you are serious.
- Use Autoresponders as your Army of Salespeople – Autoresponders are a sequence of emails that work to educate, inform, and convert your subscribers into customers. The power of copywriting is at work here, as you can leverage a series of emails and scale them infinitely.
- Give People Great Reasons to Stay on Your List – Once you get people on your list, you want to keep them there by focusing on delighting them. Exclusive content, subscriber only discounts and early bird pricing are some benefits that can encourage subscribers to stay.
- Give People an Unexpected High-Value Item to Opt-in – Maybe you offer an ebook as an opt-in lead magnet and on the third email you surprise your new subscriber with a toolkit of worksheets that helps them solve their problem and take action. The unexpected high-value ticket will leave a positive impression of you and your brand in their mind.
- Have a clear Call to Action in every Email – Your email should have a primary call to action. Focus on the one action you want your reader to take be it to purchase a product, sign up for a service, or simply to read your new blog post. When you consistently focus on having a clear call to action, you are creating a habit in your reader to click on the links that you send.
- Craft a Powerful signature file for all emails – Take advantage of the real estate that is your signature file. Include a link to a new product or service. Or include a link to a survey to learn more about your readers and customers.
- Use Broadcast Emails for Promotions – Matt from ConvertKit offered a unique strategy with sequences (autoresponder series of emails) and broadcasts. His take on the newsletter is that you can actually set up an autoresponder series of emails for your newsletter and use broadcasts for promotions of new products, services, launches, etc. Here’s Matt in his own words:
- Always Honor Unsubscribe Requests – Losing a subscriber is never a good feeling. An even worse feeling is knowing there are uninterested people on your list.
- Use headline techniques, but not formatting – Headline techniques can be effective guides however, you want to optimize the headline to be no more than 60 characters.
- Put the Main Benefit in the Lead with a Link – Take advantage of the preview pane of the email client and put the main benefit in the first paragraph with a link. The Air Forice calls this BLUF, or bottom line up front. While the Air Force is referring to briefings, the same concept applies to emails.
- Place a minimum of 3 links to your Call to Action in the Email Body – Depending on the length of your email body, a good rule of thumb is to place a CTA in the lead paragraph, one in the middle of the body, and a third below your signature file in a PS. (see #17)
- Know your most wanted response – Another way to think of this is how you measure the success of your email. It is the one thing you want your readers to do. It could be to click a link, take a survey, or make a purchase. Knowing this will help you focus your copy towards that most wanted response.
- Use a PS that summarizes the main benefit and provides a link – As mentioned in #15, using a PS to summarize the main benefit and provide a link is critical placement when most readers are scanning their emails. After reading the headline, headers, and subheadings, the PS at the bottom of the email, if they get that far, is your last opportunity to share the main benefit.
- Use subject lines that are personal create anticipation, and arouse curiosity – As email becomes hyper-personalized, crafting personal subject lines can build anticipation and spark curiosity. Take advantage of personalization and creating and email experience that feels extra personal.
- Determine a primary goal for your email – use the 5 W’s from journalism and adapt it to fit for email.
- Start each email with a confirmable truth – In Ray Edwards’ book, How to Write Copy That Sells, he states that one of the hurdles brands must overcome is skepticism and the fact that your readers may not believe what you say…or aren’t sure if they believe you. Ray writes that to overcome this objection, you should begin each email with a very firm, incontrovertible truth.While it sounds painfully obvious, tests have shown that starting with some fact lends itself to more legitimacy to the overall email. This leads to a more positive and higher response rate from your email.
- Trigger your reader to take action – Remember the goal of the email is to get your reader to take action.
- Write for scannability – While it would be amazing if every one of your subscribers read every word you wrote, unfortunately, very few will. Writing for scannability will help your readers understand what the email is about by glancing at the headers, subheaders, and the PS at the end of your email.
- Use the right tone – Use your brand’s voice to amplify its personality. Have fun with it and make sure the tone is what you want to project.
- Proofread, test send the email and proofread again – No matter how many emails you draft and send out, you can never proofread and test send enough. One way to check your email is to read it out loud to ensure it sounds human.
- Design your email to communicate your ideas visually – Use headers and subheaders to point the reader towards the most important information in your emails. Font, bolding, italics, bullet points, numbering or colored text can bring attention to specific parts of your email. Be deliberate about the top 25% of your email. Any number of things could fill this space and define the email including a logo, an image, or a compelling sentence.
Interested in Email Marketing Certification?
Email marketing is clearly more than just simple communication. It is both an art and a science. After nearly 25 years of email, people are much more aware of how it used. Understanding email marketing and the trends that are happening and may happen will help you get ahead of the pack, creating a clear advantage for your brand’s message.
HubSpot offers a free email marketing certification program that delves into the concepts, strategies, and tactics behind successful email marketing campaigns. Click here for more information and to start your certification.
Over to You
What email marketing tactics and keys do you use to enhance the reader experience for your subscribers?