“Everything old is new again”. Personally, I don’t think email ever got old! It’s still the primary way to communicate with your audience. And for good reason: it's fast, effective and mobile friendly. People receive emails everywhere they go; at work on their iMac or PC, on the train on the smartphone and on the lounge with their iPad. It's the first thing we check in the morning and last thing we read at night. Are we drowning in a sea of emails? Maybe. But, if your emails are short, punchy, make an offer that can’t be refused and importantly, add value – you will be high and dry.
Adding value is key. Emails that educate or solve a problem will get read, so will a special offer to an existing customer that’s too good to ignore. An intriguing (no “click bait” please!) subject line will improve open rates. Add even more value by offering a voucher or special report to download. Make sure you lead people back to your website. Keep your messages short (we’re all time poor, remember?) and add a relevant/appropriate image to capture attention. People don't want email “newsletters” anymore (cue snoring sound). They want simple, valuable insights to help them reach their goals or solve a problem.
Jody Sharpe has over 20 years experience in marketing & branding and is passionate about helping local small businesses grow.