If you think that email marketing is a prehistoric tactic – we will prove you wrong today. Most marketers regard social media, mobile apps, and SEO as their primary strategies. Mail-outs might not be the most elegant strategy, but there are no doubts that they still bring results. There are a great number of email marketing strategies and they work. You need to try them.
However, to use email marketing in the best way possible, it is crucial to know the psychology that’s behind it. To create a successful marketing campaign, one should understand the tricks. Your task is to make people notice your message, open it, click on the button, and respond to your offer.
Here are some basics that will improve your tactics for sure.
#1: Write your name in the ‘from’ line
To make your potential client open the email, you should make it not only exciting, but also personal. Therefore, we suggest using your name in the ‘from’ line. Why so? Mostly because many people have their inboxes overwhelmed with different emails and don’t want to open another message from some corporation. However, when they see a person’s name, who reaches them personally, they are more likely to open it. In fact, that gives receivers an impression that they are communicating with a real person, not a piece of marketing software.
#2: Create a captivating ‘subject’ line
If your subject line looks just like any other – your message risks passing unnoticed. Moreover, if you make it too promotional – you’re on the right avenue to spam folder. But how can you make your subject line captivating?
Well, you need to create an impression that your message provides valuable and personalized piece of information that can help people solve their problems. With this in mind, try using so-called power words like:
So, you get the idea. Also, try using words like mind-blowing, amazing, great, etc. to appeal to receivers’ emotions. This can work as well.
#3: Arouse curiosity
What you want to do is get your readers interested in the subject and open the message. People will only respond to something uncommon, like a request for help or participation. The curiosity and informational gap you create between the request itself and the point of your request will surely drive users at opening your message.
#4: Come up with an awesome opening line
You don’t have to underestimate the opening line. First, because it might help you drag the readers deeper into your email. Second, because the ‘from’ and ‘subject‘ lines are not always the first things a user sees. Yes, we have stated above that the ‘subject‘ line is the most important one. However, the first line of your unread message is often displayed straight after the ‘subject’ line!
When creating your opening line, avoid banal things like ‘Hello, my name is…” It’s recommended to use expressions like “I have noticed that we both…” or “I know that you are interested in…” This will immediately create a connection between your readers and you and will gain their attention. But be sure to get straight to the point from the first line. Otherwise, your readers might close the message before they know what it is all about.
#5: Create a strong email body
And now the time has come to build a real connection between you and your audience. The body of your message should tell how your services or products can improve users’ life and solve their problems. Keep this part simple and short. Don’t overwhelm users with too much information though.
To make your text easier to read, make sure to break it into small paragraphs and include lists. Stick to a friendly style, ask questions, and use “you” when speaking to them. This will give them an impression of a friendly chat. HubSpot suggests some questions to make your message more personal:
- Is (an offered benefit) a priority right now?
- Do you have questions about the topic?
- Has it always been this way?
Increasing the urgency with the help of time-related words is also a good way to flavor your copy. Consider including them throughout your text:
Many people are procrastinators. Words like this will remind people about the time that runs fast and this might improve the conversion rates.
#7: Take the offer away
Taking the offer away is an effective marketing trick. When you offer something and then act like you can take it away any minute, people start to hurry and become more active.
This can be easily achieved with the help of phrases like “This is the last time we offer…”, “This event will not be repeated…” etc.
#8: Appeal to their responsiveness
Most marketers will agree that phrases like “Order now!” are overused in the marketing copies. Yes, the call to action is always effective. However, try to start evoking people’s desire to act from the beginning of your message. This also works as a call to action, just less obtrusive.
When you put urgency in your message, you tell people, “You are a responsive and active person” and they answer “Yes, I am.” This is the way to create an urgent situation that makes one act faster than they normally would. People like to think that they are active and responsive. Remind them about this and they will be more likely to prove this belief.
#9: Give them a chance to contact back
A signature of an email should not be a cliché or a distraction. Keep it short and modest, use plain black text or colors that are associated with your brand. Include your phone number and Skype name as the contact information. You don’t have to include the email address – it is already there. Don’t use any images in the signature. And please, never include those pokey inspirational quotes.
While some marketers believe that there is nothing more effective than social media (it still can harm your business, though), email marketing can be as effective as other tactics. Both are great things and we encourage you to try both.
To achieve the best results with your email campaigns, make sure to know what your readers are looking for and stay headed this direction. Taking these techniques into account will increase the effectiveness of your strategy.
Do you have any other tricks to share? Feel free to leave a comment!