If you have a professional services or consulting firm, email marketing is one of the most economical ways to promote your services. But a lot of businesses get this wrong, and end up sending self-promotional, boring, and ineffective emails that end up in their potential client's junk folder. Here are our top tips to improve your email marketing results.
1. Segment your email list.
Small, highly targeted emails lists almost always outperform large lists in click rates and open rates. It is better to have a small list of people who want to hear from you rather than a large list of people who just delete your emails. Don't be afraid to clean up your database periodically to get rid of anyone who is not engaging with your content. When you segment your list, you can create highly targeted offers that your audience will love.
2. Keep your emails short and sweet.
The best emails are short and to the point, with links to larger bodies of content on your website or blog. Use your emails to promote new offers and drive your readers to landing pages for the rest of the story. Each email should have one primary goal, whether it is to promote an event, a piece of content on your website, or to entice the reader to buy a product.
3. Use your buyer persona research to create a compelling message.
When you create content for your emails, keep your buyer persona in mind. What are they interested in reading? How can you tie that into your business goals? The most effective emails balance your business goals and your audiences interests to keep your audience engaged.
4. Make sure your email has a clear call to action.
A graphical call to action button in an email is an effective way to drive traffic to your landing pages. Every email should have a clear call to action so your reader has no doubt as to the next step to take to learn more about your offer.
5. Use a "from" name that your prospects will recognize.
Don't send email from "firstname.lastname@example.org" or "email@example.com". Use a personal email with a person's name to increase your open rate. In addition, avoid using yahoo.com or gmail.com email accounts to send emails. Create a professional presence with your own domain name and your audience may take your emails more seriously.
6. Measure your open and click through rates to test your offers.
Measure your email click through and open rates to determine how effective your content and offers are. Your open rate is the percentage of recipients who viewed or opened your email, and your click rate is the rate that took action by clicking on a link in your email. Anything over 25% open and 3% click rate is considered above average, so measure your rates to see how you stack up. Track your campaign's ability to drive sign ups to your website using tracking codes, or use a Hubspot Trial to measure your email's effectiveness.