Emails are personal. They build relationships. They are your door into your neighbors’ homes, and you can’t afford to only get as far as the SPAM folder.
So how are your emails doing? What do your clients think when they see one of your emails show up in their inbox?
Here are 3 quick tips to help you send that valuable email your clients will open, read and click through.
Give your audience high-value content.
Focus on your audience. You know their pain points. You understand the problems your product or service solves. So use your email content creation to do just that.
If you haven't created a Buyer Persona for your Fort Mill market, your content creation is missing the mark. Your emails could be sending clients next door simply because your content is not solving your local clients' problems.
Instead of sending out a generic e-flyer advertising your next discount or special for the upcoming season, consider linking to that same flyer from an emailed article explaining the top 5 features to look for in your product.
Center these features around your typical Fort Mill resident, and you now have a high-value, location-specific email that contains a directly-measurable link.
You’ve shown you’re an expert from the quality information in your article, and you’ve slipped in an offer with a non-threatening link. Not bad!
Eliminate time-wasters with A/B testing.
High value content is not a silver bullet. It's definitely essential, but A/B testing your emails will give you an even better chance of not wasting time on content creation that your audience won't read.
Here's the easiest way to test your Charlotte audience.
Let's say you have a holiday sale you're promoting. Choose the metric you want to test. Start with your subject line since that's what your reader will see when choosing whether to open your email. Write two different subject lines for the same email: "Subject Line A" and "Subject Line B". Send your emails out to Charlotte, and measure the open rate. Compare Subject Line A's open rate to Subject Line B's open rate, and you've just completed your first A/B Testing.
The subject line that wins is your control, and you continue testing against it until you can’t beat your subject line’s open rate.
By simply A/B testing, you're not wasting time with subject lines your audience won't open.
Segment your list for ultra-targeted offers.
Although segmentation can get complicated from the sheer number of possible segments you could target, it's too easy to ignore if you start simple. Even when serving a single community like Charlotte, segmenting an audience of this size allows you to target customers extremely accurately.
Here's how it works.
Find a quality analysis of your customers from website metrics, online surveys or even Charlotte's census stats. Divide your market by any number of values you choose: gender, income, ethnicity, location, living arrangement, religious preference, purchase history. The list goes on and on.
Next, craft your email or content creation strategy around one or a handful of variables. Say you have had success with Charlotte homeowners who have children. In your email to this group, include a link to an article explaining your product's effectiveness on lawn care and a link to an article explaining the safety features of your product.
Depending on the click-through-rates of these links, you've just segmented your market into two specific groups: Charlotte home owners interested in your lawn care product line and parents concerned with your product’s safety.
This information gives you amazingly insightful data to focus your email content and increase your influence.
The advantage of a Charlotte advertising agency.
With the growing success of email marketing, these simple tips will help you hone your email chops. But don't trust just anyone with your content creation: especially with the personal opportunity provided by email.
As a marketing firm located in Fort Mill, we understand the local business culture and needs. We craft emails every day for local businesses like yours.
So drop by anytime, and we'll take a look at your goals together.