Three Tips to Revive Your Email Campaigns
If your job holds you accountable for promotional emails, then the phrase “Email Campaign,” can evoke some powerful emotions… in you and in your prospects. People who receive your emails might feel curiosity… or they might feel aggravation. And you, the person in charge of the campaigns, could feel pride… or you might feel some very intense frustration. Which reaction did you have? What reactions have your recipients had?
If your answer was on the negative side (even if you’d rather not admit it out loud), then we may have a few simple tips to help revive your email campaigns – and the passion around them, as well.
1. Clean Your Contact List.
Imagine if 20% of your phone calls failed to connect on a regular basis; or if your internet service failed 20% of the time.
Forget irritated; I’d be downright furious with that kind of success rate! We would all be calling Comcast or AT&T to end our subscriptions right there, right then. Well, back in 2015, the Email Deliverability Benchmark Report, estimated that not even 80% of sent emails reach their recipients at all. That means that 20% of your contacts (or more) could be dead weight dragging down your click-through stats!
This happens because email lists, once they’re started, don’t tend to get a whole lot of attention. Subscribers are added automatically, and every once in a while there’s an unsubscribe. But if you’re the administrator of any newsletter lists, you need to do yourself a favor.
Take note of the bounces the next time you send out a newsletter, and then fix those email addresses.
Either delete them, or else find out why they’re bouncing and then solve the problem. Stop leaving those contact as-is. They’re only holding you back and cluttering up your system with red ink.
2. Fix Your Grammar.
Have you ever had an interview with someone who wanted to be your employee, but they could barely dress themselves for the part?
Well, online there aren’t blazers and sneakers to be judged – just your syntax. Whether you may realize it or not, sometimes your mastery of the written word can make or break your messages to prospective clients. Your reputation is on the line, believe it or not.
I can’t tell you how many times I’ve glanced at the title of what I thought was going to be a thoughtful, professional email message or news article… only to spot an error before I even pass the first paragraph. Sometimes the examples are post-gradeschool bad habits, like the usual “its,” vs. “it’s,” mixup (hint: use the apostrophe when you mean “it is,”). The other glaring example is mis-use of the word “literally.” (When in doubt, replace that word with “veritably” and thank me later.)
I beg you, for the love of all that is dignified, if you make no further effort to fix your grammar, fix these two issues at least. Or pull up a thesaurus whenever you find yourself using the same word over and over again.
If prospects see that you can handle the details of grammar, they may trust you with the details of something a little more valuable in the long run, like their business.
3. Be Relevant.
I know, I know – I can hear you groaning, “Well, duh,” all the way across the internet from here, but hear me out:
Relevancy is about more than just selecting the right topic; it’s also about relating to your prospects, and that requires selecting the right timing as well.
Take it from someone who used to get an inbox swamped with weekly email updates from all sorts of companies: somewhere along the way, your prospects will just stop caring. Not about your services… but about your newsletters. The longer the copy and the less-gripping the subject, the more likely “Delete” and “Unsubscribe” will get clicked.
You need to get to the point quickly, and then step back and give them room to breathe.
Imagine you’re standing at the door to your prospect’s office, and you’re waiting to get in a word edgewise while they’re on the phone. Oh, and you’re not the only person trying to make an appointment, either; the hallway is stuffed with other marketers carrying their briefcases and binders, bringing everything from detailed presentations and speeches to brightly-colored coupons.When your prospect finally hangs up the phone and makes eye contact with you, that’s not your invitation to start reading the introductory paragraph of the two-page packet you brought. That’s your chance to hand them a business card and say simply, “I think I can help you with this problem you have. Would you like to hear more?”
One direct moment of their attention, one concise explanation, and one glimpse of your work (an image or a video thumbnail, where emails are concerned). Then you throw the ball back in your court. It’s a scary moment, relinquishing all that power. It sometimes feels easier to cling to that spotlight… but if what you’re selling is relevant, your prospects are going to take the time to invite you in for a meeting (aka: click on the link to your website so as to learn more).
I don’t know about you, but when I open an email that’s only one paragraph, even if I’m flying through my day, I will pause long enough to read the whole thing.
The person who sent it was decent enough to respect my time, and therefore I will be decent enough to listen what they have to say. And if I hit “delete,” afterwards, so be it… but if all their emails are that short, I’ll be a lot less tempted to hit “unsubscribe.”
So maybe instead of sending out two pages of copy every week, try something cleaner and – here’s the kicker – shorter… possibly less-frequently, depending on the subscriptions people have. Videos are a great way to do this: one paragraph of copy and a linked thumbnail with a giant play button is a great way to attract more clicks, and therefore more views, and therefore more conversions.
The truth is, if your email campaigns are a cringe-worthy experience for you, they just might be the same for your readers.
But with a little help, maybe you can work past that… for your own sake as well as theirs. And if you’d like some more tips on how to clean up your digital marketing strategies in other ways, give us a call and chat with us to find out how our marketing experience can take you further.