Your marketing emails are an extension of your blog. In fact, it’s very important that you make sure your subscribers can make that connection, otherwise they may not even open, and if they do, they certainly won’t click through on your links because they won’t know who you are. So whether you realize it or not, every time you send an email you’re promoting your blog. Here are 10 tips to help you be more effective.
- Get The Opt-In: Never, ever ad an email address to your list unless the contact has officially agreed to accept your emails. You may meet someone in a forum or receive an email from someone asking to be added to your list. Send them to your opt-in form and have them subscribe, first. That opt-in protects you from getting Spam reports and the fact that the subscriber took the trouble to opt-in means he’s more likely to open your emails.
- Tell Your Subscribers What To Expect: Tell potential subscribers exactly what they can expect if they join your list. You’ll be sending them a weekly or bi-weekly newsletter with special tips and information, or whatever it is you plan to do. Set up their expectations so they’ll be breathlessly waiting for your emails.
- Be Consistent: Deliver whatever it is you promised, whenever you promised to deliver it. If not – there goes your credibility.
- Don’t Forget Mobile Marketing: Every day more and more people are accessing their email on a mobile device. Be sure to use formatting that works for a variety of viewing devices.
- Short, Sweet and Easy To Read: If you think you have a hard time getting visitors to read your entire blog post, you ain’t seen nothin’ yet. They spend even less time reading emails. Keep it short and sweet and get to the point.
- Include A Call To Action: Personally, I like to send my subscribers to some new, juicy content on my blog, or a landing page where I can pre-sell before they go to the sales page. And sometimes my call to action is simply to tell them to share my email with their contacts. Whatever works best for your business is fine – just don’t forget a call to action.
- Include An Unsubscribe Link: A link to unsubscribe is automatically included if you’re using Aweber, but some email service providers don’t automatically include it. Make sure this link is visible on all of your emails. Don’t hide it. Don’t make it teeny tiny. And don’t make it invisible. If you do, you just look like a spammer. And when someone wants to unsubscribe, if they can’t find that link, they’ll just automatically hit the Spam button. Too many spam reports and you’re in trouble.
- Preview Your Emails: Always preview your emails to see how they look in html and plain text. Reformat if necessary. And check all links before sending. If your links don’t work, you just wasted everybody’s time.
- Segment And Split Test: Segment your list as far as possible. If necessary, don’t be afraid to use multiple opt-in forms to create multiple lists. Sending subscribers non-relevant emails will only make them angry and they’ll quickly leave your list.
- Provide Sharing Options: If you use Aweber’s newsletter templates you can include your social sharing buttons. You can also connect your emails to your Twitter and Facebook accounts. And don’t forget to remind your subscribers to share.
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