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How To Make Your Email Stand Out

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email_marketingThe workplace has become more and more technology-driven. Communication through email is increasingly the primary channel to connect with a colleague or customer. However, inboxes quickly overflow with information, and people have the overwhelming job of sorting and prioritizing daily. How can you make sure that your company’s email is one that doesn’t get cut?

Emails tend to be an integral part of any marketing plan. It is an easy and direct way to reach a target audience with information specific to their interests. Because emails are so commonplace, the importance of ensuring that their context is relevant and interesting becomes ever more significant.

When anyone receives an email, one of the first clues as to whether it is from a legitimate source is who it’s from and if the sender knows who they are sending to. Personalizing an email can go a long way in helping contacts recognize an informative email from junk. By addressing the person receiving the email by name, it shows you know who they are and are sending them something you think they would find useful.

People decide whether or not to open an email based on the initial information they can see at a glance. Creating a good subject line can influence open rates instantly. And once an email is opened, the content can be just as important. Keeping the primary message short and to the point, easily readable, and free of spam triggers puts your email on a sender’s safe list. Be sure to be cognizant that images are not the main message as not all email servers automatically open images.

Creativity can take you a long way in getting your email opened and read. Ask the question, “What’s in it for me?” What is so special about what you have to offer that your contacts will not only want to open your email but want to click into any information? How much value will they get from your email? If this is clear in your message, your email is more likely to be successful.

Tracking behavior across a campaign is not only crucial for learning what is best to send to whom, but also in providing solid ROI data. Emails with distinct calls to action that lead a recipient down set pathways can provide great information into what a customer is looking for or what types of projects they are involved in at that moment. Using this information to further target specific products or needed information can go a long way in creating a valued relationship. Customers can come to rely on informational emails if sent with purpose and their needs in mind.

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