Email marketing is quite the divisive issue amongst MSP marketing professionals and others who work in the advertising realm. Whether you love or hate email marketing, your company needs to enhance its email marketing strategy as time progresses. Otherwise, you will miss out on key connections and ultimately make that much less money. Here are the top considerations when rethinking your email marketing strategy:
Create Engaging Subject Lines
The subject line is your opportunity to grab the reader’s attention. Implement personable words that steer the reader toward certain actions. However, be careful with your words as even the slightest linguistic misstep can make your email seem like too much of an overt sales pitch as opposed to a covert yet informative means of building your customer base. Above all, the subject line should be short. Keep in mind, some recipients read email on mobile devices so a lengthy subject line might not be visible on diminutive computer screens.
Sending covert MSP marketing material to every single one of your clients and those tabbed as prospective clients can backfire in a big way. If you send an email to someone who does not desire it, that individual will likely boycott your business across posterity. Ask for permission from clients before transmitting emails to them.
Humanize Your Email Marketing Strategy
No one wants to receive an email from a faceless corporation looking to add to its coffers. Alternatively, people are much more responsive to emails sent by actual humans. Send your emails from an employee’s account rather than a corporate email account and you will maximize the chances of it being opened and read. Take the extra step of personalizing the offer described in the email and your response rate really will be that much higher.
Address Your Specific Audience
Your email’s content should address the individuals who make up your unique audience. If you have not yet developed a buyer persona, the time to do so is now. Even the use of “you” makes the email message feel that much more personal. Be sure to encourage the recipient to take the next step by including your company’s contact information along with a call-to-action at the end of the message.
Examination and Study the Results
Take the extra step of measuring your email marketing strategy’s results so you can gauge which subject lines, promotions, and variation of content length are most effective. Running A/B split campaigns will help you determine who opens your emails, how many times those messages are clicked and also reveal other important metrics that will help you improve your email marketing strategy as time progresses.
Continue to Enhance Your Email Marketing Strategy
Every email marketing strategy is a work in progress. Do not rest on your laurels simply because your current email marketing strategy has proven successful. Make a concerted effort to improve your MSP marketing messages transmitted through email, and this important channel really will be the gift that keeps on giving.