The True Value of Email Marketing – 4 Expert Tips to Improve Your Messages

Posted by: Chris Marentis

The True Value of Email Marketing – 4 Expert Tips to Improve Your Messages


email marketingMarketers today have social media marketing on the mind as a result of the immense popularity of sites like Facebook and Twitter. Through these sites, many companies have benefited from increased customer engagement and brand awareness.

However, For leads and conversions, email marketing > social media

Studies show that as far as direct sales are concerned, social media falls short when compared with email. Many marketers have come to believe that email marketing is no longer relevant, but statistics prove otherwise: a study by Compete PRO reveals that email is still the second most popular traffic source for online retailers next to search engines.

The study further states that nearly 95% of people would visit a retailers website after reading an email from them. As far as lead generation is concerned, you can’t get better than that. According to an article on Forbes, email now accounts for almost 7% of all customer acquisitions across the web and the number is growing.

Why email continues to thrive and how you can take advantage

Even though it’s been around for some time, email marketing remains one of the best ways to promote products and services. It works because people voluntarily opt in to receive messages, which means they are already interested in your company. Still, you can’t just send boring content and expect people to respond. To make your email marketing a success, keep these essential steps in mind:

  1. Use an attention-grabbing title – it’s tough to get noticed when inboxes are packed with hundreds of headlines. Your title is the most important part of your message because it’s the primary reason people open emails. Vary the character count and use words like “free” and “important” to make your title more enticing.
  2. Be personal – generic sales talk should be abandoned in favor of a more conversational tone. Using real names can be effective when paired with language that is tailored for the target audience.
  3. Give special offers – everyone is attracted to a good deal. Many brands drive additional purchases by offering discounts or freebies to those who provide their email address, which also serves to build your mailing list.
  4. Optimize for mobile devices – with the rise of mobile internet use, more emails are being read on smartphones and tablets than on desktops. To optimize your emails for mobile, reduce the size of images in your email messages and increase the size and prominence of your calls to action.

While these tips can help quite a bit, there are additional ways to increase the return from your email marketing. If you want to know more, our local marketing experts can assist you in maximizing the effectiveness of your emails. Don’t underestimate the power of tried and true marketing – there is always something that can be learned from strategies that stick.

Chris Marentis

For nearly three decades, Chris Marentis, Founder and CEO of Surefire Social, has been responsible for driving innovation and sales growth for large media and e-commerce brands as well as start-ups. With a long-history of counseling local businesses about their marketing efforts, Marentis provides insight on what it takes for small businesses to succeed and thrive in today’s evolving digital environment. His notable career includes creating the foundational blueprints for online marketing, e-commerce and content branding for AOL’s Interactive Marketing group, where he served as Senior Vice President. While CEO of Clearspring Technologies, Marentis developed one of the most widely adopted venture-backed Web 2.0 technology platforms. Marentis is a frequent speaker at local digital marketing conferences and a contributor to SMB and technology-focused publications.

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