An unbelievable number of emails are sent every day. Today alone, billions of emails will overflow inboxes all over the world.
In the early, halcyon days of email marketing, you could spark interest just by sending emails. Now that nearly every savvy business sends commercial email, it has lost a bit of its appeal. Email exhaustion means it is all too easy for your important email to get lost in the shuffle.
The good news is many businesses do not understand that they need to improve their email marketing. If you can recognize the need, have the skill (or can hire it), and put in the necessary effort, then you can break away from the crowd. You can benefit from your competitorsí lackluster efforts.
So how do you reach an increasingly overloaded audience, one thatís willing to give your email only a few seconds before moving on to the next message? Here are some ideas that can help.
1. Respect your subscribers
The more emails people have to deal with, the easier they find it to ignore or unsubscribe at best. Those willing to take the time to actually read your email are very valuable. Respect these readers or they will find a business that will respect them and their time.
Of course, think in terms of Return on Investment (ROI), open rates, click-throughs, and other metrics, but donít forget you are dealing with human beings on the other side of the email.
Get their permission to send marketing emails to them, and treat this permission with respect once you have it. Permission-based email marketing is the only sustainable way to succeed even if your list is smaller in the short run.
2. Make your email marketing more professional
Pay attention to detail in all parts of email marketing, including planning the campaigns, designing and copywriting, managing lists, creating landing pages, and more.
Learn the skills yourself from Web-based resources or contract those with the skills.
3. Give your subscribers something they want
Keep in mind that your recipients are not concerned about what you want (e.g., more sales), rather they only care about what they get out of the emails you send. Unless you give your readers a good reason to stay on your list, they will unsubscribe.
To keep your subscribers, you have to deliver value along with emails. Promotional emails should provide relevant offers targeted to the correct subscribers. Good use of list management and segmenting can help with this. Email newsletters should be useful and relevant.
4. Think long-term
As a business or organization, you are seeking long-term success. Valuable content is a necessary part of this but may not be enough. You need to connect with your subscribers. Few people want to receive emails from an impersonal department so write in a human voice. In addition, learn the principles of influence and persuasion.
5. Try something new
If you find yourself getting into an email marketing rut, it might be time to try something different. Being flashier or pushier is not the solution as that will just annoy your subscribers. Brainstorm some ideas and try them. If your ideas fail, you learned something. If they succeed, then your emails will stand out from the crowd and help you achieve your objectives.