Email marketing has been there for over three decades already, but it doesn’t seem to lose pace. On the contrary, this marketing format is only getting stronger as the number of email users is constantly increasing.
According to the report, almost four billion people use email services globally. Since almost 80% of users prefer getting permission-based promotional messages via email, it’s not surprising to learn that email campaigns generate 44$ for every dollar invested.
But it takes an outstanding email to engage your audience. The secret is to initiate a conversation with your subscribers and boost customer loyalty in the long run. In this article, we will show you 10 email marketing tips you should know for a better conversation.
Know Your Audience
It may seem like a piece of generic advice, but the fact remains that you can’t expect subscribers to engage in communication if you don’t know what they think and believe in. A typical student is much different than a typical middle-aged accountant, so you need to understand who your average customer really is. Are they young or old, rational or emotion-driven, more or less educated, etc. Once you figure it out, you can begin writing conversational emails.
Analyze Online Behavior
Another task in front of you is to analyze how your audience behaves online. What they do when they visit your website – read articles, explore products, or search for the latest news? Answering this question, you can figure out what kind of content they expect. Subscribers come from all parts of the sales funnel, which means you have to divide them into recipient groups and send the corresponding content.
People rarely ever start a conversation with someone they don’t know. That’s why addressing users by their first names plays such a major role in email marketing. It’s a powerful icebreaker that makes subscribers feel acknowledged and respected. They will trust you more and show a willingness to engage in communication.
Keep It Natural
Besides names, there are many other psychological tricks you can use here. The most important advice is to keep the communication natural using language and discourse that sound like something people hear every day. You are not supposed to use jargon or slang, but you do need to use vocabulary that doesn’t make you an alien.
Your subscribers want to communicate with a real person, so you must avoid looking like a company. Instead, you should humanize the brand and make it sound friendly. It is all about custom writing and creating email copies that truly inspire users to take action.
Write a Concise Copy
People don’t really enjoy reading all that much, so you email copies should be short and sweet. You need to write concisely, using brief paragraphs and actionable sentences. Each section must be clearly divided with enough whitespace, allowing receivers to understand content structure instantly. If possible, it would be perfect to use bulletins and make the text even simpler and understandable. Just remember that less is more in email marketing and you will do well.
Develop a Unique Style
You’ve probably figured out by now that the point of writing conversational messages is to make people feel like communicating with the real person. In such circumstances, you cannot afford to change copywriting styles every once in a while. Instead, you need to choose the most appropriate way of writing and let subscribers get used to it. Doing so, you will prove brand consistency and build a long-term relationship with the followers.
Offer Quality Content
This tip doesn’t even require too much explaining, but it’s important not to underestimate it. Users subscribe to your newsletter because they want to read quality content, so you better give them some. Your posts and topics depend on the nature of your business, but top-performing marketers always try to offer content that solves practical problems. It means you have to be concrete and show users in a step-by-step manner how to deal with everyday issues they are facing.
A great way to boost conversations is by organizing newsletter Q/A sessions. The idea is simple: each time you send a newsletter, you invite people to ask you new questions. Then you choose the best inquiries and answer them in the next newsletter. This trick is easy but extremely practical because it directly encourages subscribers to address you. At the same time, Q/A sessions can often give you new content creation ideas to work on in the future.
Add a Call to Action
No matter how relevant and outstanding, your content cannot make a bigger impact if you don’t add a clear call to action (CTA). You have to give your audience a chance to make a move by suggesting one action upon reading.
It could be anything, from checking out products on your website to watching your latest YouTube video, but you need to make it highly visible. A CTA should come in the form of a button and be obvious across all email platforms and device dimensions.
Let Users Unsubscribe
Although you don’t want to see the number of subscribers shrinking, you must leave this option to your followers. It’s the so-called negative conversation, but the one you just have to allow. But it should also serve the alarm clock: if you notice that too many people are unsubscribing, you need to react quickly and see what’s wrong with your email newsletter content.
Everybody can launch email campaigns, but not everybody can do it successfully. The best email marketing is always engaging and conversational, which requires thorough preparation and the highest level of copywriting proficiency.
Our post showed you 10 email marketing tips you should know for a better conversation. Did you ever use these hacks? Do you know other ways to make your messages conversational? Feel free to let us know in comments – we would be glad to see your experiences in this field!