Walk into any startup awards ceremony and look at the marketing strategies of the top startups on show. What’s the single consistent channel you’ll always see across the board?
Email Marketing
Despite all the dozens of new social networks, channels and methods of digital marketing that have emerged in the last 20 years, the internet’s oldest form of communication continues to be the most performant as a leadgen tool – email.
Here are a few hacks to write compelling emails to drive massive business results.
1. Proofread
For the love of god, use Grammarly. Nothing erodes brand trust and kills the conversion rates of an email quicker than grammatical errors. They make you lose sloppy, and instantly impacts the email’s ability to drive a sale.
2. Be smarter about tracking metrics
Too many companies look at open rates as the end all be all of email marketing effectiveness. In this day and age, with the wealth of analytics tools at our disposal, this is unacceptable. Set up a data pipeline that tracks your customers from the moment they give you their email address, to the moment you sell to them – then work backwards and apply an “estimated revenue generated” calculation for every single email you send out.
While it sounds tricky, a combination of tools like MailChimp, Google Sheets, Zapier & an analytics tool like Mixpanel or Heap are all you need.
3. Standardize your formatting
Although web browsers are becoming increasingly easier to standardize (long gone are the days when your emails look completely different on Internet Explorer). With different extensions, font profiles, screen sizes, devices, etc. however, companies are frequently sending thousands of emails that appear broken on their customers end – without knowing it.
Use a tool like Litmus and keep your style/formatting simple.
