Email marketing remains one of the most powerful tools in a small business owner's marketing toolbox. Like any tool, its success relies on your abilities to use it correctly. One area where many small business owners struggle involves getting subscribers to take action - whether that is visiting a blog or purchasing a product or service. If it seems like you send countless emails and nothing happens, it may be time to evaluate your email strategy. Overall, simple is best, and below are a few tips that can help:

Clarify your email's purpose

If you don't know the reason for your email message, your readers won't be clear either. For example, if your message is intended to educate your readers, write that down. Then clarify what you want them to learn. Let's say that you're a tax accountant and you want your readers to learn about a new tax rule that could affect them. In this example, your purpose can be summed up as: Educate: new tax rule.

Determine what you want your subscribers to do

What do you want your subscribers to do after reading the email? This will become your call to action. Before your write your message, figure out what you want your readers to do such as: read your blog, call your office to schedule an appointment, download a special report about the latest tax changes, order do-it-yourself tax planning software, etc. This way, you will write your email in a way that it naturally guides them to take the next logical step. 

Focus only on your email's purpose

It's tempting to include other news items, tips, thoughtful quotes, and other messages into the email for your readers. After all, you have their attention and it makes sense to throw a few ideas out there and see what resonates. Don't do it! Stay focused. If your email is cluttered with mixed messages or multiple calls to action, there's a good chance your readers won't be clear on what to do. Save those other tidbits for future, focused messages. 

Include a call to action related to your email's purpose

Now it's time to tell your readers what to do. You've already determined this and written the email in such a way that guides them to it, now clearly tell them what to do. Make it as easy as possible for them to do it by including the relevant method such as a phone number or clickable link.  

Include a sense of urgency

It's natural for people to procrastinate. They may fully intend to call your office, but they'll set the email aside, get sidetracked, and ultimately forget about it. Give them a reason to take action now such as a limited time discount or incentive. 

Write an irresistible subject line

Finally, write a subject line that will pique your subscribers' interest and get them to open your carefully crafted message.  

Email marketing is powerful, but it's not always easy. 


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