Email marketing, also called direct mail, has been one of the most effective ways to retain subscribers and increase sales for decades. Every aspect of your email marketing campaign, from choosing the right subject line to including persuasive call-to-actions in your message, should be carefully considered to attract new subscribers and retain current ones. Here are six ways to retain subscribers in your email marketing campaign.
The human connection is an important aspect of email marketing. Customers want their emails to come from real people and not a corporation that sees them as numbers on a page. Consider your content on a one-to-one basis and don’t be afraid to talk directly with subscribers. You may have tens of thousands of subscribers, but each reader only wants answers from you, so focus on being personable rather than trying to please everyone at once. Tailor your emails according to which campaigns are working best for your business and when you should use each one.
Use a Visual Email Template
While many email marketing services provide custom templates, some do not. As a small business owner, it’s important to use a service that gives you enough room to promote your business and create an effective call-to-action. If you are required to send plain text emails only, you may want to consider using an email visual design tool like Canva or Visual.ly . These tools make it easy for anyone to create graphics and images that can be easily inserted into your emails. Not only does using a visual template help you better market your business but it also encourages subscribers who receive your emails on mobile devices or desktop computers with a smaller screen size.
Include a Call-to-Action
Email marketing is a great way to build an audience and retain subscribers, but it’s not nearly as effective if you don’t include calls-to-action. Give your readers a call-to-action at least once a month, but preferably more often than that. Some businesses like to use their email newsletter as a reason for customers to buy from them; others use it as an update on current happenings. Either way, having these calls-to-action will greatly improve how many people actually subscribe. However, make sure that your calls-to-action are relevant: if you offer accounting services, don’t put stock tips or provide dating advice in one of your emails.
Use Emotional Words
Using emotional words will help you build rapport with your reader. The emails that contain more emotion usually get a higher response rate than those that don’t. Emotion triggers our subconscious minds, which is why they’re so powerful. There are other ways to build rapport though, such as writing shorter sentences and using contractions. Shorter sentences give your readers less time to pause or be distracted by their day-to-day worries, while contractions make you sound like an actual person rather than some corporation or salesman.
Have a Strong Subject Line
The most important part of any email is its subject line. No matter how compelling your email, if no one opens it, you’ve lost them. Work on a subject line that will make people want to open your email by offering some sort of value; for example, offer a coupon or valuable information. Make sure you include an incentive so they’ll open it now rather than later and read it later.
Make it Easy to Unsubscribe
If you want your subscriber list to grow, it’s important that you make it easy for them to unsubscribe. If a customer can’t figure out how to remove themselves from your list, then they’re more likely to become frustrated and delete all of your emails from their inbox. Make sure every email includes an unsubscribe link at the bottom so customers know how to get off of your list. You might also consider including a link on each email you send so subscribers don’t have to search through all of their emails for an unsubscribe option. Doing these things helps build trust with your customer base and prevents customers from viewing you as intrusive or aggressive when it comes time for them to use your service or product.