If properly executed, email marketing is arguably your most effective digital marketing tool. Its role is to develop a trusting relationship with a growing number of prospects and customers, so that when they’re ready to buy, you will be top of mind.
Here are 10 quick ways to improve your campaigns:
- Listen
If you’ve been listening to your customers then you’ll know what they’re struggling with. Use your emails to provide support, ideas and solutions.
Broker Create is a great place to find ready-made marketing content that you can personalise, download and share via email with your clients.
- Be yourself
Some emails are funny, and some are touching. Try to give yours a personality and a tone-of-voice that supports your brand.
- Be helpful
Don’t sell. Instead give them information that you know will be of value to them. It’s okay to have a call-to-action (linked to a landing page) if they want to find out more.
- Focus on your subject line
Use these simple tricks to increase your email open rate.
- Use a proven formula
This three step PAS formula is commonly used by copywriters to structure their message.
- Problem: Start by talking about a particular problem that your market has right now.
- Agitate: Intensify the consequences of this problem (and create a desire for the solution).
- Solution: Show the reader how and why they can solve their problem (and channel their demand for your service).
- Stick to the point
Keep it short and single-minded. Think about your audience and how limited their time is.
Most people will only glance at an email subject line. If they trust the sender and the subject line piques their interest then they’ll read the first sentence. If this holds their attention then they’re likely to read to the end.
- Write for the phone not for the desktop
Write for the quick read on the go, not the long read at the desk.
- Use bullet points
Keep it simple and useful by enabling your audience to skim through your message.
- Keep to three lines, maximum
Testing shows that people reading online will often give up if confronted by a lengthy paragraph. Jargon, unknown acronyms and long sentences have the same effect.
- Never be boring
Think carefully before you publish. Irrelevant or poorly written emails can have a devastating effect on your future email open rates.
Your aim should be to build a mutually valuable relationship of credibility, expertise and trust, providing good outcomes for your clients. Use our step-by-step guide to learn more about how to develop and run compelling email campaigns.
Interested in finding out how your email marketing stacks up against your broker peers? Then head over to Marketing Elevator today to get your score and find out! Use your Aviva broker log-in to get started.