In 2009, The Wall Street Journal published an article claiming that email was dead.
Ironically, it was the most emailed article of the day.
As Marketo points out in their very comprehensive, 156-page ebook, The Definitive Guide to Email Marketing, we are more likely to pay attention to and read emails from friends and family. Why? We have a genuine, trusted relationship with them.
Emails from brands are treated differently, of course. In order to be read, your emails needs to be as engaging as possible, which Marketo covers in-depth in their ebook.
At its most basic, engaging email is 3 things: trusted, always relevant, and conversational. Here are tips to help you get there:
1. Be trusted
Be consistent around timing, frequency, content, visual branding (aka, it needs to look the same from one email to another), and subject lines.
Maintain a quality list by letting people opt-in – and explain on the opt-in page on your website what kind of content they can expect to receive from you.
2. Always be relevant
Segment your lists so you can better target your audience with the messages that are most relevant to them. You can segment by demographics or past behavior.
Content must be likeable and personalized, helpful and educational, or “at the very least, entertaining.”
Subject lines perform best if they educated, ask a question, announce a new sale or product, offer a solutiont o a problem, or address a trending topic. A few don’ts: don’t use the word “free,” all CAPS, a fake FWD or RE, or a symbol.
3. Be conversational
Your content should be the beginning of a two-way conversation; in other words, it should engage the recipient.
You have to listen (pay attention to what is being read) and send messages that flow from one to the next (just like in a “real” conversation).
What do you do to create engaging email marketing?
Web.com can make email marketing simple. Find out more about email marketing services from Web.com.