Turn Emails into Revenue

All of us are overwhelmed with email on a daily basis. On average, we received nearly 130 emails per day. Many of those emails never see the light of day. Given all of the competition for our subscriber’s attention, how do we get them to see and react to our emails?

1. It’s all about the subject line

The content of your email is the most important part of the email, right? Wrong! It’s the subject line, since it is the difference between opening the email or sending it straight to the trash folder. The key to attention-getting subject lines is to use curiosity to grab the reader’s attention. You can have a subject line about a “new job opening” or you can call it a “life-changing career opportunity.” Which one would someone be more likely to open? If you’re like most people, it’s the second one.

2. Tell a story

People love a good story. Rather than just state the facts, make it interesting. And while you’re at it, personalize it. Bring your own perspective into the story. The more open, honest, and transparent you are, the more interesting it will become to the reader.

3. Be consistent

Being consistent is the key to success. Consistency in email marketing means not only the frequency of your content but also the “voice” that your communications take. A random schedule of sending emails impacts the credibility of the message. Also, the way the message is conveyed must also be consistent so as to reinforce how you and your brand will be perceived. 

4. Be friendly

Make sure the tone of your email is friendly and upbeat. It is easy for email messages to be misinterpreted and for them to be perceived as negative or aggressive.

5. Use simple language

Don’t write as if you’re drafting a textbook. The rule of thumb is to speak to your audience the way you would talk to a friend. A conversational tone is much more appealing and compelling.

6. Use social proof

What is social proof? Wikipedia defines it as “a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation.” So using links, referencing experts or celebrities, or citing what “others” are doing are ways to integrate social proof into your email content.

7. Be unique

Develop your own voice and stick with it. Though your topics will vary across campaigns, all of your content should feel as if it comes from the same source. This will help you stand out and establish a following, which leads to credibility.

And last, but absolutely not least:

8. Engage the audience

So, your emails are interesting and you get a respectable number of opens. All of that is positive and certainly supports overall brand awareness. But what moves an email to the next level? If you do not elicit a response or engage the audience, then you’ve missed the ultimate mark. In essence, you need a Call To Action and it should be more than a simple “call today.”  Offer something, ask a question, create a survey-style inquiry, challenge the reader to express an opinion.  Do something to move from interest to engagement. This is where you take a lead to the next level and add to your revenue pipeline.

The goal of effective email marketing is to expose your brand to your target audience and ultimately grow your business. Creating effective emails that speak directly to your market is a great way to accomplish those goals

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