There’s a lot of email floating around—and because of that, email marketing gets only a fragment of your audience’s attention. Keep it brief and attractive to maximize its effectiveness!
You’re spending lots of time developing story after story, crafting lengthy emails whose unique content you’re proud to get out there. Hell, you’ve spent hours on it, so someone’s gotta be reading it. The truth is: you’re probably doing too much.
The value of email marketing is that you can directly reach your audience. However, no one likes to read gobs of electronic content. If your email is too long or jam-packed with stuff, you’re actually doing yourself a disservice. Over time, people will simply lose interest in reading it, leading to decreased numbers of Opens and Clicks but increased Unsubscribes. Sound familiar?
For services-based businesses that typically send out one multi-purpose email, the Behance model is a great one. Their May 10, 2011 email newsletter balances photography and copy, blog posts and articles, product promotion, and social media.
What makes it effective?
It’s better to send promotional emails more frequently and have them be organized by theme/season than to try to pack too many products into each email. What sounds like it will take more time will even out in the end. Model your campaigns after a successful company like Apple.
Why does this layout work?
Many years back when email marketing was first introduced, company emails resembled a printed newsletter: super-long, text-heavy, and dense.
Unfortunately, a lot of templates offered by companies like Constant Contact, AWeber, and Vertical Response continue this dated tradition. If you manage your own email marketing, you probably use one of these templates because it “serves the purpose” and because you see so many others doing it too. But you still have to do some self-editing to keep those articles short!
If you’ll notice, many of those templates might feature three separate article areas, each about 200 words. What they typically don’t show you is what should be there: Read more. Similar to the Multi-Purpose Approach above, link readers back to your site whenever you can, repurpose your content, and keep that email brief.
You may think, “As long as I have an email marketing presence, that’s all that really matters.” Trust me, it isn’t. Too many times, business owners will just throw something together without thinking of the person on the other end. Just as a disorganized website reflects poorly on your business, so too does your email marketing. Just think: It might be the first thing a potential new customer will see.
It’s worth it to plan ahead when it comes to email marketing. Spend just a couple hours to sort out what needs to be there in long versus short form, how you might use imagery to balance copy blocks, and where white space might be employed. Think about how you can creatively feature your products and services, and how repurposing your content can drive people back to your website. With minimal time and effort, this powerful tool can do wonders for your business.