While many small business marketing professionals may be tempted to give subscribers a long read, one email marketing professional writes on Business 2 Community that subscribers don't want marketing emails to be as long as magazine articles or blog posts, so companies should look to get to the point quickly.
"It’s a very short-lived opportunity to grab attention and entice your customers away from the inflexible and controlled environment of their email inbox," the news source said. "Ultimately you should aim to get people out of their inbox and into an environment where you are in full control of the engagement (i.e. your website) in seconds. Once you get someone on to your site, you can track their journey, have greater control with how they engage with you and use this information to refine your future marketing activities."
Business 2 Community said to help get to the point via email marketing, marketers should segment the list and send only timely, relevant emails. Marketing professionals also should always bring the focus down to one deal or product, build a clear call to action and split test to make sure the emails are effective. Companies must always be thinking of converting sales and engaging users.
One company said product education and purchase reminders are also a great way to help with getting to the point, as they are both informative and concise. Marketing automation software can improve the delivery of these types of messages to ensure they are sent in a timely manner.
Posted In: Email Marketing