Email marketing has been around for decades, but it’s beginning to show its age.
For one thing, in today’s world of multi-tasking, people are too distracted to spend much time reading long email marketing messages. Many also refuse to give out their email addresses to websites or businesses in the first place. Given these trends, it’s only a matter of time before email marketing becomes outdated, and online businesses have to come up with something new to stay competitive.
Call To Action
Most marketers are familiar with writing calls-to-action: that little phrase at the end of a landing page or an email message that tells people what you want them to do next.
But how about developing your own CTAs? Crafting a compelling CTA doesn’t have to be hard you just need some inspiration and a clear idea of what you’re trying to say.
For example, take a look at HubSpot’s Three Little Words campaign from last year.
Remarkable Storyline
Customers love stories. Tell yours. The more interesting and complex your company story is, (even if it’s fabricated), the more likely it is that you will attract attention to your business.
Your goal here is not just to sell products or services; rather, you want people to fall in love with your brand and yes, it sounds cheesy but it’s true!
Narrative
Not long ago, I was having coffee with my best friend let’s call him Brian and we got to talking about our kids.
A few minutes into our conversation, Brian paused and said I hope they don’t end up doing something like marketing someday. He continued: It just bums me out so much. How can you have any level of passion or integrity?
I know it’s your job and all… And he trailed off.
Strong Value Proposition
What’s a value proposition? Let’s say you own a brick-and-mortar company that does landscaping. Your value proposition would be: We come out weekly and landscape your lawn for $300 a month.
That saves you hours of time and hundreds of dollars every year! Now, let’s say you are not strong at promoting your business. And if your competitors start telling people they can do everything you do just better! your clients might start taking their business elsewhere.
If that happens once or twice too often, your business will fail no matter how good of a value proposition you have. Why?
Most Important Sentence (MIS)
Email marketing is alive and well (but declining), reports Adestra. But in order to maximize its results, you have to learn how email marketing fits into your overall content strategy.
If you’re not using it as a lead generation tool that grows your audience and encourages them to engage with your brand on social media or in-person if it doesn’t fit with your larger content strategy don’t bother.
Use email only as a marketing tactic that builds long-term brand loyalty through repeated interaction.
The Perfect Visual Impact
While advertising is all about grabbing your attention, email marketing requires a more subtle approach. Users should open your emails because they want to see what you have to say rather than feel like they must look at them.
As a result, these two mediums feel very different when you send one out but how can you translate that emotional connection into something users will interact with? The key is in creating an effective visual impact. While attention-grabbing text can do wonders in an advertisement, it might not be as effective in sending out newsletters.
Instead of using graphic text alone (which often looks quite ugly), include one or two striking images and consider adding simple animations or movements that make words pop off of their background.
Compelling Copywriting
It’s easy to assume you know your audience. After all, you’ve been serving them for a long time and interact with them in person or online every day. But it’s also possible that your familiarity with your customers makes it hard to see them objectively.
When we write copy that speaks directly to our customers or tries too hard not to offend them it can come across as uninspired and forgettable.
Social Credibility / Social Proof
Social credibility is one of the most important elements in marketing. Nobody wants to be on a first date with someone who has no friends or worse, whose friends are all losers. And nobody wants a business partner who isn’t popular or successful.
The same holds true in marketing; your audience doesn’t want to do business with you if they don’t trust you and don’t know you.
To establish social credibility early on, focus on these areas:
- Identify experts in your industry and reach out to them via email or LinkedIn;
- Become an active member of related LinkedIn groups;
- Join Twitter chats (like #B2Bchat);
- Create content that positions you as an expert and ensures your audience knows that you’re credible and trustworthy.
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