Admittedly, the best way for small businesses to connect with clients is not always the most exciting. So, it is especially important for email marketers to know their audience in order to effectively connect with subscribers in a profitable way.
Make sure to stick to an agenda of quality content catered to demographic interests, and aesthetics that are modern yet crafted for familiarity.
Keep in mind that the average attention span is shorter than the amount of time your content has to inspire a transaction.
The following are 5 common errors marketers should avoid before they bore their audience to sleep.
1. Selling hard, all the time
Bombarding subscribers with newsletters that persistently try to sell to clients is the fastest way to bore your audience into eventually neglecting all of your emails. Always ensure that quality content outweighs sales gimmicks.
Subscribers signup for newsletters for content that caters to their personalized needs, not to have their inboxes cluttered with advertisements. Build a relationship and establish trust based on genuine interest to keep your subscribers interested.
2. Stuffing in copy
First write out your entire copy, then go back and cut the excess. Combat reading fatigue by using streamlined sentences in each paragraph and providing access to a director’s cut with links for more in depth coverage if necessary.
The email template should convey the message of your content efficiently and effectively. Focus on essentials. Create content that showcases quality, not quantity.
3. Talking tech-y
Break down complicated concepts so that the average reader can learn and benefit from your content. Topical references can always provide insight in an exciting way for those readers who are less familiar with the field.
Remember that the familiarity you have with highly technical content is fundamentally more advanced in comparison to the typical readers.
Even the simplest concepts should be broken down and explained thoroughly with the audience’s perspective in mind. Readers are likely to rely on the newsletter as their only source for this particular type of information.
4. Writing big, blocky paragraphs
Create departments within the template of your emails to organize and simplify its content. Every email should have a number of segments that are featured each time to create a consistency that an audience can return to with familiarity for the concepts.
These can be company news, new products, social media buzz, etc. The point is to create departments that best showcase your content in an easily consumable format. Your audience will grow to appreciate the familiarity and professional look.
5. Using old-school fonts
Is there a consistency in the kind of fonts you use for each post and is it consistently boring? Are you sure you are creating the right aesthetic for content that also appeals to subscribers’ interests?
Make the extra effort to fine-tune the aesthetic elements of your template to appeal to your particular audience. Remember that even minor adjustments to the type of font you use are instrumental to engaging an audience.
Your subscribers will appreciate a style of font they find easy to read but the right one can help create a brand.
Your primary responsibility is to educate clients but a well-crafted email can supplement your services with a personalized touch to establish a real bond with your clientele.
About the Author:Yo Noguchi is an experienced freelancer, guest blogger, and frequent contributor to a blog hosted by Benchmark Email, one of the world’s global email marketing services.