Many online entrepreneurs and writers underestimate the significance of email communication. This often results in unstructured and poorly thought-out emails that are seen as secondary to the main objectives of their website or as merely a means of customer service or special announcements.
However, a website alone cannot sustain revenue generation. A successful online business must utilize the full potential of email marketing to drive sales. Email provides a direct and personal line of communication between a company and its prospects and customers, which is crucial in establishing and maintaining relationships that have a significant impact on revenue.
Ignoring the value of email in the online business arena is a missed opportunity for maximizing growth and revenue potential.
Email as a key component of a comprehensive relationship
Email is a more effective tool than a website for exchanging information and building a dedicated audience. Relationships are crucial to the success of e-commerce, and while a website may have interactive features, it cannot build relationships on its own.
Email, on the other hand, fosters relationships and helps to retain customers, which is crucial to business success. Retaining existing customers is more cost-effective than acquiring new ones, and loyal customers are more profitable due to their higher likelihood of making repeat purchases, being less price-sensitive, and referring others to the business. Thus, utilizing email as a key component of a comprehensive relationship marketing strategy is vital to the success of an e-commerce business.
The email inbox is a valuable space where a marketer can create a strong bond with their audience, but it must be treated with respect. Abusing the trust of subscribers by sending irrelevant content or sales pitches instead of what they signed up for can damage the relationship.
Email should be written by a real person, not a faceless entity
To maximize engagement, the subject line must be compelling and not appear like a typical advertisement. It is more likely to be opened if it appears to come from a friend rather than a business.
The subject line should be friendly but not deceptive, and the company name can be identified through the sender field or the first sentence of the email body. Start your emails with a personal touch, as if speaking to a friend.
The email content should be written in a way that is easily scanned, highlighting the most interesting and relevant information for the reader. By considering these tips, a marketer can ensure that their emails are well-received and have a positive impact on the relationship with their audience.
How to improve the chances of your emails being delivered
The successful delivery of an email message to its intended recipient is dependent on several factors, including the spam-blocking measures employed by the recipient’s email service provider or Internet Service Provider (ISP). Some ISPs, such as Yahoo! Mail, use aggressive spam filters that effectively reduce the number of unwanted emails, but can also flag legitimate emails as spam and direct them to the recipient’s bulk email folder.
It is also important to stick to a single message and not overload the recipient’s inbox. The frequency of your email outreach should be appropriate for your business needs. For example, an information-based website may need to send emails more frequently than an e-commerce site advertising its latest sales.
Test Your Emails Before Sending!
Before sending out your email, it is recommended to send a test email to yourself to assess the overall appeal of the content. This will give you a better understanding of how your email subject line and content is perceived among the other emails in your inbox, and whether it may be at risk of being marked as spam.
There are three main email standards to help prevent spoofing and phishing of your organization: Sender Policy Framework (SPF), Domain Keys Identified Mail (DKIM), and Domain-based Message Authentication, Reporting, and Conformance (DMARC). These standards also help ensure your outgoing messages aren’t marked as spam.
ISPs may also block incoming emails from senders they identify as spammers. To improve the chances of your marketing emails being delivered, it is important to use language in the email copy that is less likely to be seen as advertising. Avoid using words and phrases that are commonly associated with spam, such as “Free!”, “Buy Now!”, or “Call to Order!”.
Providing additional value is crucial
To effectively engage your email subscribers, you can offer unique perks to your audience, such as exclusive promotions, downloads, or promo codes only accessible through their email. Another way to engage your subscribers is by incorporating small, yet intriguing activities like polls or surveys on a current event.
Several email providers track the open and click-through rates of emails. A low score in these metrics can negatively impact your email reputation and the likelihood of your emails being delivered to the recipient’s inbox in the future.
To maintain a positive email reputation, it is important to adhere to best practices such as:
- Sending relevant content at an appropriate frequency
- Only sending emails to subscribers who have opted in
- Providing an easy way to unsubscribe
- Honoring unsubscribe requests promptly
- Distributing emails in smaller, organized groups instead of bulk
- Encouraging subscribers to add your domain to their trusted senders list