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Remember email marketing? That nifty tool we’ve all forgotten about since social media took off? Yes, that’s the one.

Currently, email marketing receives only 10% of digital channel budgets, and we’re wondering why. Especially as it has an ROI (Return on Investment) of 3,228%. It’s time to start taking advantage of this impressive statistic.

91% of consumers check their emails every day. As we’re becoming more mobile, our emails travel with us too. Two thirds of emails are opened on smartphones or tablets. Many of us even have push notifications so we never miss anything landing in our inbox. Right now is the best time ever to get your email marketing strategies sorted.

In this article, we will answer your biggest questions on email marketing. Think of it as your go-to guide for all email strategy needs. We’ll take you through how to get a subscriber list together, what to include in your emails, and most importantly – how to stand out.

Land in your prospective client’s inbox today!

How do I collect prospective client’s emails?

First things first, you need to compile a list of subscribers. How do you do this?

Well, it’s less tricky than you might expect. There are multiple methods you can use, depending on what sort of service your business offers.

To start off, it’s important that you have a simple ‘sign up’ form on your website. On platforms like Wix and Squarespace, it’s easy to set up information collection forms. You might want to invite clients to sign up by including the benefits of being on your mailing list. What content can they expect from you? How will their life be different if they stay up-to-date with your business?

To really grow your subscribers, you need to get creative. Here, we’ve compiled a quick list of fun strategies to encourage prospective clients sign up;

  • Create content that’s only accessible for those on the mailing list. Make it feel exclusive, like a member’s only club. You can design content depending on what your business offers. It could be a list of top tips or an educative resource, anything that you feel prospective clients would value. This technique also shows you care. You’re not just after client’s money – you want to help them out too!
  • Incorporate pop-ups into your website, asking visitors if they want to reap the benefits of your newsletter. No-one can argue with benefits, can they?
  • If clients have to fill in a sign-up sheet to access your service, ask them if they wish to be included in email marketing on the same form. Bear in mind, you have to give clients the chance to object. Take a look at the law surrounding direct marketing before you start your campaign.
  • Finally, what about offering a free consultation or trial to those who join the mailing list? Again, this will show prospective clients that you want the best for them. Everyone wants the chance to try before they buy! And you look generous in the process.

Person checking their emails

How do I set up email campaigns?

Platforms such as Wix and Squarespace include email marketing tools within their software.

There are also dedicated sites such as Mailchimp. It’s easy to use and gives you all the guidance you need if you are new to email marketing. Also, Mailchimp gives you statistics on how well your emails have done. This means you can make informed decisions on which content works best. It even has a free plan option, as long as you have under 2,000 subscribers.

Email marketing strategy meeting

What does the perfect marketing email look like?

Now that you’re ready to start crafting emails, what should you actually include in them?

Let’s answer that question by looking at a study. HubSpot found that as the number of images in an email increase, the clickthrough rate tends to decrease. This means that with more photos, subscribers are less likely to follow the links in your emails. So, we know that too many photos can overwhelm. Your emails should contain text, ready to inform the reader.

They should also be easy to read, so don’t include huge paragraphs of text. Break them up with bullet points, sufficient spacing, and highlight some parts with bold or italic writing.

Make sure your emails are meaningful in some way. You want to be adding value to a prospective client’s life. Do not see this as an opportunity to perform an elaborate and off-putting sales pitch. In our article on the benefits of blogging, we suggested that including blog post links makes emails feel like they have a purpose. This also ensures clients go on your website where they can find out more about the services you offer.

However, also be sure that there is something original in each email. There’s no point churning out the same content that people who aren’t subscribed can access. Make your prospective clients feel special. What will you give back in return for them signing up?

Person reading email marketing on phone

What about spam filtering algorithms?

Most importantly, you have to be sure your emails don’t end up marked as spam. We have a few quick tips for you to follow so this doesn’t happen;

  • Encourage clients to add your email to their address book. This indicates that they trust your email and it should be sent to their normal inbox.
  • Make sure your email list is up to date. If many of the addresses are rarely or no longer used, spam filtering algorithms raise a red flag. Update your lists regularly, getting rid of addresses that have not been engaging with you.
  • On sites like Mailchimp, you can change the name of the recipient from their email address to their actual name. This makes the email feel more personal. It also reduces the likelihood of software mislabelling your email as spam.
  • You must include an unsubscribe link. Luckily, this is included by default if you use email marketing platforms. But be careful – it’s against the law to refuse clients a way out.
  • Don’t include overused, hard-sell vocabulary. Words like ‘great offer’, ‘order now’ and ‘special promotion’ are spam trip wires!

Person at computer looking at email marketing.

People receive so many emails every day. How will mine stand out?

Now, let’s assume your email has arrived safely in a subscriber’s inbox. Think about what makes you want to read an email. Normally, an intriguing subject line might do it, or a creatively-worded preview. Remember, you have a handful of words to encourage a subscriber to click on an email, so you have to make them count.

People who have already signed up to your mailing list have a vested interest in your business. You need to show prospective clients that you’re interested in them as well. Think about your client. What will make them trust you? What will they be happy to read about you? It’s much more effective to sell a lifestyle rather than a service. So, show your prospective client that they could fit into the lifestyle your service will grant them.

Overload of letters

So, we’ve given you all the answers you need. Now all that’s left is for you to set up your winning email campaign!

If you’d like any extra help, we offer comprehensive social media management services, including email marketing. Take a look at our ‘Services’ page or sign up to our own newsletter! Just scroll to the bottom of the Sole Source Digital homepage and enter your name and email address. We look forward to hearing from you.


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