Online Marketing Strategies, Tips & Articles for Business

Online marketing and social media tips for business from Shannon Belew, best-selling author of "Starting an Online Business For Dummies, All-in-One"

4 Ways to Simplify Your Email Marketing Messages

Email messages online marketingEvery day your customers and prospects receive dozens of marketing messages in their inbox. How do your emails compete? Being effective starts with a snappy, engaging subject line – enticing enough to get your email opened. But once in view, is the complexity of your email message keeping your conversion rates down?

I recently attended an all-day virtual seminar from InsideSales.com. It was packed with good information, great speakers, and inspiring ideas. By the end of the day I was weary and nearing information overload. Apparently, I wasn’t the only one to feel that way. One of the final speakers of the day, Jill Konrath, author of SNAP Selling, honed in on that information fatigue, pointing out that it’s the same feeling our prospects get. Konrath discussed removing the complexity from the sales process in order to compete for the attention of today’s “crazy busy” prospects. Her message covered a lot territory but her mention of email messages really resonated with me.

While many experts claim email marketing is dying, my experience has shown that it’s still a relevant tool for reaching my hi-tech customers and prospects. While email open rates and click through rates (common measurements of successful engagement) are never as consistently high as one would like, it may be information overload, and not a worn-out delivery vehicle, that’s causing fatigue.

Building on what Konrath shared, here are 4 ways to get more from your email marketing messages:

  • Keep it brief: We live in a world of short attention spans and 160-character tweets, so our messages across platforms should be succinct. Konrath says the most effective sales emails today are super short and suggests sending messages 60 to 90 words long.
  • Simplify: Along with using less words, it’s also best to keep the message simple and to the point. This includes sending fewer pieces of content or supporting documentation, and keeping links to a minium. As Konrath points out, it may mean increasing the number of times you contact the prospect, but the leaner the message, the more effective.
  • Clear call to action: Don’t make your prospects work to figure out what is you want them to do when reading your email. Be clear not only in your message but with the next steps of action. Do you want them to download a brochure? Should they call you to qualify for a free offer? Lead them to the next action you want them to take.
  • Mobile-friendly: The use of smart phones and tablets continue to rise and people are increasingly consuming information from their mobile devices as opposed to their desktop computers. There’s nothing worse than sending an email that cannot be easily viewed from a phone, or that doesn’t provide a quick link to view the email in the smart phone’s web browser. Making your email mobile-friendly means it’s even more important to keep messages short and to the point, with a clear call to action toward the top of the email. 

Do you use email marketing to reach customers and prospects? Be sure to leave a comment and share your best tip for simplifying email messages.

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2 comments on “4 Ways to Simplify Your Email Marketing Messages

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This entry was posted on 2013 by in Online Marketing Tools and tagged , , , , .

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