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One of the most cost efficient ways to follow up on your lead generation efforts is email marketing. You’ve met a hot prospect at a networking event, had a new lead downloaded a white paper from your website, or received a completed contact form asking for more information. Now it’s time to nurture that budding relationship. Email marketing is an automated tool that can convert those leads into business. Whether you’re thinking about launching this tool for your business or already have one in place, keep these 12 best practices in mind:
1. Enticements & Open Rates
Got a special offer? Include it in the subject line and you’ll increase your email marketing open rate by as much as 50%. “Free shipping on orders of $25 or more” and “Chance to win an iPad” are probably some examples you’ve seen lately. Keep your email subject line customer and incentive focused and your open rate will increase.
2. Go Easy on the Fonts
Studies show that the less visual clutter in an email, the higher conversion rate. Try not to use more than 2-3 typefaces in the body of your email (including includes headings and content). Too many fonts makes it difficult for the for the reader. You want them to zero in on the email hierarchy: the offer, its value, and call to action.
3. No Scrolling, Please
Keep your main message and call to action above the fold. 70% of recipients won’t scroll, quite a commentary on how lazy or busy we’ve become. Mention your call to action at least twice: above the fold and at the bottom (so they don’t have the herculean task of scrolling back up).
4. A Vertical Canvas
Think of your email as a painting on a 600-pixel wide canvas. Any more than that and eyes get annoyed and tired. Remember, we’re lazy. Make it easy for us to scan and the gist of your fabulous offer.
Don’t touch that dial… tips 5-8 for Email Marketing are up next time.
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