Growing your business with email marketing

March 1, 2017 2:42 pm, Published by


Quality email based campaigns can be an effective means for increasing registrations and growing your training or event business. However, with business email addresses becoming a traded commodity, the number of marketing emails one receives is ever increasing. There is a stark difference between the spam emails and the carefully crafted opportunities delivered by marketers. These 3 tips will assist you in creating and sending email campaigns that fall in the later group and increase the ROI you receive from your email marketing.

Concise, Clear and Call

At Arlo we have used email marketing heavily, over 90,000 recipients have received an Arlo email. These emails have varied in sizes, styles and content, however, the most effective always are concise, clear and have a specific call to action. Short and snappy emails are far more likely to be read. Don’t pad your emails, it not only wastes your own time, but wastes the reader’s time. Instead, use bullet points and short sentences to keep your email to a few small paragraphs or event lines.

Make sure the content of your email makes sense. Ask yourself, “what is the purpose of this email?’ or “what am I trying to communicate?”, then evaluate whether your target reader receives the information quickly and as you intended.

In the same way, make sure that the desired action from your email is as easy to achieve as possible. For example, “Watch the Arlo service video to find out more about our solution”. Is not as clear as, “Watch the Arlo Service Overview video to learn more”.

Which is not as clear as, “Watch the Arlo Service Overview video below to learn more:


Personalisation

Try as much as possible to create personal emails. One of the giveaways of a spam email is impersonal emails, especially in the greeting. “Hi Sir/madam” on face value is likely to warrant an email rule to always send these emails to trash folder. First names give your email a much better chance of getting a quick scan of the email. From this quick scan, the next key is your emails presentation.

Presentation

Using a number of DIFFERENT fonts, styles, sizes, paragraphs,        spacings and c       olors

 

will not help you get people to read your email.

It makes it much harder to read and gives it a very unprofessional look.

Clearly presented content with consistent formatting is much easier on the eye, professional and appears as if effort was put into the communication. It is startling how many email I receive myself with a great deal of inconsistent paragraphing, fonts and colours. These features can be used to emphasise different points or call to actions within an email. But when used in excess the trash button is increasingly emphasised.

These 3 tips are some of the most crucial starting points for enhancing your email campaigns and growing your training or event business. In the next email campaign blog, we will be examining Campaign Monitor and how it can be used to send large numbers of styled emails. Arlo has a Campaign Monitor integration which you can utilise the send communication to leads. Get ahead and have a look before the next installment.