Keeping in touch with your customers and prospective customers using emails is one of the best marketing strategies available today. Your messages can be written and sent as and when you want, or you can schedule messages to be delivered at set times of the day or night.
This is perfect if you have a special offer to announce, or a new product launch to promote. You can write the content and it can be delivered on your unique timescale. This is where you can “write it and move on” or “set it and forget it”.
Top Tip: Contacting customers on a regular basis keeps your company at the top of the list when they need the services you sell.
Writing the Right Words
How do you know what to write? How do you choose the words to keep your reader interested? What are the “trigger words” to make sure they read your message? How do you encourage customers to click and buy from you and not one of your competitors?
These are some of the many questions I’m asked, and I can share with you my advice on how to make sure your emails are read and not deleted. Many people read their emails on a tablet or mobile device. This means they are making split second judgements to read or recycle your email based purely on the sender, subject and first line of your message.
Sender, Subject, First Line
In my “Unlock the Secrets of Mailchimp Success in 5 Easy Steps” Focus Guru Power Hour, I show you how to set up your Mailchimp email campaign with these key details. Having a properly formatted sender name and email address elevates your company above those who don’t take the time to check for spelling mistakes, grammar errors or missing punctuation.
Look at the difference in impact between using “Focus Guru Power Hour” and “focus guru power hour” as the sender name. Using capitals elevates the impact. It stands out more than using all lower case. Having a bigger and bolder presence in someone’s inbox helps your message to be seen. It also demonstrates attention to detail and shows value in the service being offered.
The same is true for the subject and first line. If these are potentially the only words between your email being read and being binned, it’s vital to make sure they are interesting, informative or entertaining.
There’s the saying how “a picture tells a thousand words” and with many email programs supporting HTML content and images, there’s no reason why you can’t add relevant images into your email campaigns.
You may wish to use your own product images, or images showing how your services can be used. Alternatively, you can find images (royalty-free or paid-for) from websites such as Canva or Unsplash. There’s no excuse for sending a plain-text email anymore!
Create Engaging Content
This comes back to writing the right words, using pictures and creating the informative, educational or entertaining content that will keep your readers interested and motivated to follow the links to your website, or to pick up the phone to speak with you.
I can help discuss the aims of your email campaign. What do you want to achieve? What do you want your customers to do? What’s the next step? If you need help creating the content for your email messages, I can help with this too.
Through the Focus Guru Power Hour “How To Write Outstanding Content For Your Email Marketing” you’ll learn how to use these steps to make your email campaigns come to life and achieve great results. You’ll learn how to set up your Mailchimp account and run successful email campaigns all year round where your customers actively read your messages and take note of your call to action.
Book your Focus Guru Power Hour here. I run 121 workshops via Zoom on many, easy to use, business tools, including Mailchimp, online calendars, networking tips and much more. Let’s get started! Book your Focus Guru Power Hour today!
Rachael Chiverton, Focus Guru – Giving You Your Time, Your Way