Email has, over the years, preserved its affordability and effectiveness as a marketing medium. However, you shouldn't expect to gather a steady stream of new customers if you simply fire off a few promotional emails with copy lifted directly from your website. There's a definite art to catching attention through email marketing; here are some pointers for doing so.
What content should be in your marketing emails? A clue could be in emerging developments relevant to your target audience.
For example, if you run an accountancy firm and the deadline for submitting tax returns is approaching, you could offer tips for preparing a return. Meanwhile, as spring is now here, a cleaning company could advise on the matter of spring cleaning.
As members of your emailing list could noticeably differ in their preferences and interests, why not break up this list to help yourself submit especially relevant content to different buyers?
If you decide against this and instead just send the same messages to everyone, those messages could end up overly generic in your effort to appeal to everyone in one fell swoop.
Your exact choice of call to action should depend on the email's content. If you are reminding the customer that they have left an item in their basket on your site, or you want to tell them about a just-announced product, then naturally, you should urge them to buy.
However, if the email is focused on simply providing advice, you could end by directing the reader to your website and, to be specific, a comprehensive article which itself recommends a purchase.
At Jumping Spider Media, we have copywriters who can expertly craft the text for your promotional emails. Dial 020 3070 1959 to learn more how we can help.