If your idea of improving email marketing centers on crafting better subject lines and tweaking the design, you’re doing it wrong. It’s just that simple.
The truth is that unless you’ve already laid a strong marketing foundation with lifecycle emails that nudge your users and customers at just the right moment, you aren’t yet at the point where you need to worry about the fine details.
But aren’t subject lines and design important?
Yes, of course. But the subject line shouldn’t be the deciding factor when
a recipient makes the split-second choice to open your email or put it in the trash. There’s just so much more to it.
- Do they understand why they received this email?
- Have you done a good job guiding them through your buying process so that this email is the very last touchpoint in comprehensive, educational marketing strategy?
- Did their behavior result in this message, or is everyone hearing the same spiel?
If you want to build trust with your customers, users, readers, and leads, these are the questions you need to be asking about email marketing best practices. And trust is what gets emails opened, not subject lines.
It’s Time to Think Bigger About Email
Lifecycle email is a massive opportunity. It can help you accomplish nearly any marketing goal: increase engagement, sell more products, onboard new users, bring back inactive ones and, most importantly, earn trust.
What you’ll find as you begin to implement these emails is that people actually want them. A timely, contextual lifecycle email is a welcome presence in the inbox. Instead of begging for attention, your message arrives just as the recipient is trying to decide what to do next.
It’s powerful and it can be a bit overwhelming. This guide aims to fix that.