It’s a world filled with information, notifications, follow-up questions and calendar invites. And when we receive an advertisement in our inbox, it’s almost routine to immediately drag it over to the trash bin without opening it.
So, the question then becomes, how do you claim your spot in your customer’s inbox? It’s a crowded space, but there are effective solutions to grab your audience’s attention, if you’re willing to earn it.
1. First impressions are everything
Grab your audience’s attention from the get-go. A powerful subject line—one that relates to your customers on a personal level—will create a fundamental connection and leave a lasting impression. It’s also important to offer something, perhaps a free gift or piece of valuable information, rather than loudly and directly selling your product or services.
2. Expose your company culture
Like all strong content, every email sent to your customers should remind them why they opted-in to your email list in the first place. Show your personality, convey valuable and meaningful content, and deliver a message that highlights the extraordinary work that you do. Be sure the body of your email follows through on what your subject line offers. Having clarity and consistency in your messaging will add credibility to your company’s image.
3. Inspire engagement through compelling content
You can offer valuable information, tips and advice about your product, services and industry within your emails. If you want to engage your audience, be the leading source, or the expert, in your industry. Be the company that people talk about when your industry comes up in conversation. Don’t be afraid to showcase current customers that are benefitting from what you offer. When potential customers hear positive news from current customers, it adds value to your product without having to directly sell.
Email marketing is a powerful way to reach current and potential customers and build brand loyalty. If you differentiate yourself in the subject line and introduction of the email, share your company culture, and deliver engaging content, you can claim your spot in your customer’s inbox. Give them reasons to read your emails. Give them quality, and they will reciprocate in such a way.