Upgrading Your Email Marketing

If you are just starting out in email marketing, or if you want to take your existing email strategy up another notch, it’s key to develop a smart plan upfront and then keep improving your approach. Tom Kulzer, CEO and founder of AWeber, a leading email marketing provider for small businesses, says, “The most effective (email) marketing strategies adapt, grow and innovate.”

It’s a no brainer that getting people to open and read your email is essential to any good campaign. According to optinmonster.com, 47% of people will decide to open an email based on the subject line alone — so it’s worth your time to come up with a good one.

To maximize your email open rate, keep your subject line short and avoid words and symbols that might mark your email as spam. For example, don’t use all caps, multiple exclamation points or in-your-face sales phrasing like “Buy now.”

The foundation of your email campaign is getting your emails into the right hands. And having your message land in the best possible inbox means building your business’s email list. It may take time — but compiling a good list is worth it.

The best way to start building your list is to ask your prospects to opt-in via email or through a sign up at your model home. Keep the sign-up form simple. And double check that an online opt-in process, works.

Another tried-and-true method to lock in prospects is by using a lead magnet — industry jargon for something people want enough that they will give you their email address to obtain it. For instance, notices of sales, or sign ups for a how-to webinar or informational e-newsletter, can all entice your prospect to give you their email.

Email marketing remains one of the best and most cost-effective ways to stay in touch with your existing customers and connect with prospects in your specific market. If you want to grow your business, it’s worth the time and resources to boost your email marketing game and take advantage of this powerful tool.

How powerful? According to Forbes, email marketing delivers the highest ROI of any other marketing channel. You’ll get back $42 for every dollar you spend.

Good subject lines will intrigue your audience. Saying something unexpected or unique can do the trick. And don’t be afraid to use humor.

Examples of engaging subject lines aimed at consumers: Meet your new home. Give your kitchen the upgrade it deserves. 5-star rated closet systems to the rescue.

Your email is also more likely to be opened when you make an announcement or give a deadline. A few examples: Last chance for 10% off. New faucet styles just landed. Fresh landscape design in time for spring.

Don’t be tempted to buy an email list. Purchasing a list is a bad idea since too often for-sale lists consist of emails that are unvetted. Instead of viable leads, you may have just spent money on email addresses that are no longer used and/or people who won’t be interested in your products or services.

Want more help? For an assist in optimizing your email campaign, an email marketing service can be a solid resource. Companies like MailChimp can help you assess the timing of sending your message, improve its content and analyze your results, among other services. You can also explore free email marketing tools, such as HubSpot.