The successful part of any business or blog nowadays is email marketing and knowing how to capture the attention of your prospective audience can be mind-blowing. Don’t worry – help is at hand. We have collated some of the best tips to ensure your efforts are rewarded:
Content is an important element of any email but so too is promotion. Always use the 80/20 rule in this respect – that is: 80% of your time is promotion based whilst 20% is taken up with content creation. After all, you could have the most stunning content in your email but if it doesn’t attract traffic then it has failed. Never skimp on promotion.
Research can take up a lot of your time and can be quite tedious to undertake but it is extremely important to your success. Have a look at blogs that are similar to yours and make sure you keep on top of current industry trends. Make sure to have a list of websites for future use as well.
Programs such as BuzzStream and BuzzMarker are worth having a look at as they are excellent for prospecting in that they allow you to search blogs that are specifically relevant to you. You are then able to create your own prospecting list. BuzzStream pulls the contact data from each site, creating a personalised database.
Make sure your emails are inclusive to the person to whom you are sending. BuzzStream, for example, has templates you can use, allowing you to copy and paste from one email to another. You can also use shortcodes such as [First Name] or [Primary Website] to automatically personalise the email with the name and the URL of the person you are contacting. At the very least you should include the recipient’s name if you want the email to have a chance of being read.
As with all templates, mistakes do happen – don’t worry. Just remember: double or even triple check the original template to make sure you catch any silly errors and therefore avoiding unnecessary embarrassment.
People are always more helpful if you have a good rapport with them. Start by testing the water and asking them to perhaps check out your content and then leave a comment for you. Or comment on their blog to start with and take it from there. If you do ask them for something, then try and link it back to a previous engagement or content. However, before asking for anything – talk to them, build up trust.
Good rapport not only helps build up your network, you will also create genuine friends. It does happen.
Don’t be sycophantic – be genuine. Give relevant feedback and compliments to start a conversation. If the other person is interested they will respond and you are well on your way to adding that person to your network.
Try following the person on social media for a couple of weeks before contacting them. This will give you a better idea of who they are and their way of thinking. It will then give you a better idea as to whether they are relevant to receiving your content. If they are, then start that contact.
Keep it brief! Nothing worse than a never-ending, waffling email popping up on your screen. Get to the point. Stand out from all the others. Make the message personal and relevant to the recipient. Lose the sales pitch! Nothing is more certain to get your email trashed than overselling your content – don’t do it it’s certainly not worth it.
Headline with an incentive. What will they gain from reading the rest of the email? Be sensible - offer either your time or something up to the value of your content – don’t oversell yourself. Or you could offer to share their content as encouragement. For example, you could tell them: ‘I’m sure others would love this as much as I do. Would you mind if I shared it on my social media?’ They are sure to comply as it means more of an audience for them and they are more likely to reciprocate and do the same for you – thus building on that ever-important rapport!
If you don’t receive a response from your pitch it is advisable to follow up the original email – anywhere between 2 and 7 days is acceptable. Keep the follow up brief and do not repeat the original email. It may be they ignored the original and if you send the same one again, the same thing will happen.
A little trick: In your subject line of the follow up email, try adding Re: [previous email subject line]. This has the psychological effect of making the recipient believe they must have responded to your previous email and therefore increasing the probability of opening this new one.
Once that all-important rapport has been built – keep it going. That doesn’t mean inundating them with emails every week. Try signing up to their newsletter if they have one. Comment on their articles every so often. Follow them on social media and like/share/respond where appropriate.
If you keep your name in front of them in such a manner, they are more likely to respond to you the next time you are in contact.
You are sending out lots of emails, but do you know what effect they are having? Are they being read? Do they get the correct response? If you don’t analyse then you are unable to improve – it’s as simple as that.
You could try SQL or Redshift datastore, both of those programs can analyse your emails. Click here to find out more about SQL and Redshift.
To finish, remember the 4 golden rules: Personalise your emails; Give your blog a face or a personality; Create a good rapport; Do your research.
If you need any further assistance with your email marketing, do not hesitate to get in touch with a member of our team who will be more than happy to help.