Do you find unsolicited emails annoying? You know, the ones with pushy sales pitches and no personal touch. It’s no surprise that these types of emails rarely get opened. Clearly, they were not sent by an Email Marketing Content expert.
However, there is another type of email marketing that is much more effective. This approach is more subtle, engaging, and convivial. In a crowded inbox, how do you ensure that your email stands out and catches the recipient’s attention before they hit delete or ignore it?
To achieve this, it’s essential to know who you are marketing to. Firstly, you need to differentiate between B2B and B2C customers. Keep the end recipient in mind at all times. B2B customers are more likely to make purchases based on logic than emotion, so you must convince them that you have something beneficial. Consider how your recipient makes their purchasing decisions and plan your content accordingly in a highly targeted, strategic way.
Remember, email marketing isn’t only for prospecting. You should also focus on your existing customers, but be sure to differentiate between the two. You wouldn’t use the same tone and language with someone you have known for five years versus someone you have never met. The real skill is writing content tailored to different data groups while maintaining the same brand ‘voice’ within every piece of content. Effective Email Marketing Content can nurture existing connections, build brand trust, and establish repeat customers.
What will make your email marketing stand out? With almost 320 billion emails sent and received worldwide daily, your email must capture your reader’s attention. Start with a snappy, intriguing subject line that is relevant and interesting enough to make the recipient want to open your email.
Once you’ve hooked them with the subject line, follow up with highly personalized, relevant, and interesting messaging tailored to the needs of your customer. If you’re thinking of hiding your words behind pretty pictures, bear in mind that text-only emails outperform image-based HTML designs in the B2B space. Lots of pictures scream ‘sales pitch’ and that’s an instant turn-off.
Make sure what you are sending is helpful and informative. If you claim to be an expert or specialist in something, then share your knowledge. Your reader needs to get something out of the emails you send, and shareable content is always good for engagement. Don’t bombard or hassle your readers, but make regular contact. In fact, 72% of people prefer to receive promotional content through email.
Remember, it’s always about your customer, not you!
Many people believe that email marketing may not be suitable for their business. However, many successful businesses invest in email marketing year in and year out. The average ROI for email marketing in the UK is £35 for every £1 spent, making it genuinely profitable and having huge potential for converting new business. You are 6 times more likely to get a click-through from an email than a tweet.
It’s clear that opportunities for delivering sales via email marketing are abundant, but only if you put in the work and get your content up to scratch. Develop a clear Email Marketing Content strategy to stand out. From that first enticing subject line, to the motivating call to action in the body of your email, and finally to your website, blogs, social media accounts, and LinkedIn page… your content is everything.
In summary, email marketing is disruptive, and the people you are writing to have not asked for a sales pitch. Respect their time and commit to building a relationship slowly. The more new prospects get to know you, your business, what you stand for, and what you can provide, the more likely they are to purchase from you.
