June 13, 2013

cartoon of boy talkingEmail marketing can be one of the easiest and most profitable ways to drive revenue for your business. Well-established Internet marketers know how much revenue they can generate with each email they distribute. The key to high revenue is high customer engagement. If they don’t open your email, they won’t read your offers. Here are five easy ways to increase customer engagement with scheduled emails, such as electronic newsletters.

Recognise your customer is busy

Your customer has a lot of competition for their attention in their email inbox. Don’t waste your customer’s time with fluff that gives no value, sales flyers for items that are not applicable, or boring repetition of the same information. Such emails may get opened once, especially if they have a catchy subject line, but the customer is unlikely to open your next email. Make sure that each email is filled with valuable content that is easily consumed by a busy person.

Prove you care about your content

If you don’t care about your content, why should your customer? Go over the entire email multiple times. Check all facts and information for correctness, and weed out any typos or overly-complex sentences.

Include links

An email is not the place for an 8-page sales letter. Think of it as a movie trailer, rather than the feature length film. Your goal is to give just enough information to whet your customer’s appetite, and drive traffic to your website or social media platform for additional information. That’s where your customer can find your 8-page sales letter. Be careful not to make everything in the email a preview, however, or the customer may feel that the email does not provide enough value.

Strike the right tone

Emails tend to be more casual and conversational than formal writing such as articles. However, what is casual for one market may be considered formal by another market. Compare your emails to similar emails that have been successful at engaging members of your target market, and adopt a similar tone.

Add a call to action

Finally, make sure that every email you send clearly tells the customer what to do next. Should they visit your website? Call you? Stop by your store? Whatever action you want your customer to take as a result of reading your email, clearly describe both the action and the benefit the customer will get from taking it. If you can add additional urgency to your call to action, such as making a limited offer to the first so many customers who respond, or to everyone who responds by a certain date, that is even better.





Sean McPheat

Managing Director

The Internet Marketing Academy



(Image: Morguefile)

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