-Inspiring your Followers to Read & Open E-blasts-
Follow this basic email strategy to inspire your followers to read & open e-blasts that your company sends out.
As business professionals, we can all attest to the fact that we are constantly bombarded with emails on a daily basis. This remains true for almost every industry, so at times it can seem like ‘mission impossible’ to get your audience to read and open e-blasts or newsletters. Luckily, there is a strategy to follow that can be tailored to each unique audience.
It is important to make a great first impression, and within the email world your first impression is the subject line. The subject line needs to be catchy without being spammy (a fine line right?!), as well as short and to the point. You want to summarize what the e-blast is all about, while positioning the subject to be something that is beneficial for the reader. The best way to catch your reader’s attention, within their mass amount of emails, is with a subject line that will “give” them something. That may be a special coupon or discount or a unique tool for a specific industry. It is best to be as specific as possible.
Once you have accomplished the catchy subject line and have inspired your followers to open your e-blast, the key is to hold their attention long enough to read the entire content of the email. If you have successfully kept your readers attention, the desired result is that they will reference your company for their needs. Your brand’s e-blasts and newsletters should mimic your brand’s message and personality. Consistency is important for brand awareness and brand loyalty. With a consistent key messages in each newsletter, your followers will start to remember and look forward to the unique characteristics that your company offers.
The number one reason for followers unsubscribing to email lists is due to companies sending out too many emails too frequently. Whether your company is B2B or B2C, your e-blasts should be relevant and based on a weekly to monthly timetable. When followers begin to receive emails on a daily basis with information that is similar to a previous email, that is when a brand’s e-blasts get shifted into the spam folder.
Each target audience requires a different marketing approach, but this basic email strategy will help inspire your audience to read and open your e-blasts each time that they are sent out.
For more information on e-mail strategies and implementing e-blasts into your marketing approach, call Serendipit at602-283-5209.