Are you looking for ways to upgrade your payroll company's email marketing (ROI)? If you are, I have listed eleven essential email marketing 'best practices' to follow below.
1. Avoid Using "No-Reply" In The Sender's Email Address. According to CAN-SPAM regulations, it is crucial not to use phrases like "no reply" as your email sender's name. Using a sender address such as firstname.lastname@example.org can create a negative impression and discourage engagement.
2. Clean Your Email List - While some contacts may not opt out of your campaigns, they might never open your emails due to a whole host of reasons, i.e., virus/spyware/spam ware software. Here's the issue: Holding onto these recipients can harm your open rate and impact the overall quality perception of your campaign. Regularly analyze and remove inactive subscribers to maintain a healthy list.
3. Use My 3.5 Second Rule – To assess the visibility and simplicity of your Call-To-Action (CTA), send a copy of your email to a friend or colleague(s) and ask them to identify the CTA within 3 - 4 seconds. If it's immediately apparent, you are on the right track. Otherwise, make necessary revisions to ensure the CTA is clear and compelling.
4. Conduct A/B Tests - Splitting your recipient groups into two and testing variations can help improve the effectiveness of your email content. Experiment with different subject lines and CTAs to identify what resonates best with your target audience.
5. Include Your Company’s Logo - A recent study revealed that logos have a positive impact on email engagement and brand recognition. Therefore, ensure your logo is prominently displayed to strengthen your brand and enhance the visual appeal of your emails.
6. Keep The Main Message And Call-To-Action Above The Fold - To ensure your message(s) are read, keep your core message and CTA above the fold to maximize attention.
7. Name The Offer In Your Subject Line - Subject lines such as "Free Sexual Harassment Training Webinar" or "6 Months Of Free Payroll" highlight incentives and can entice someone to open your email. However, be cautious not to overwhelm your subscribers with an excessive number of product-related emails.
8. Optimize The Email's Preview Text (Preheader) - While including a message like "Email not displaying correctly? Click here." can be helpful, having it in the preview text can significantly impact your email's open rate. Make sure your preview text is engaging and enticing, encouraging subscribers to open the email.
9. Personalize Your Email Greeting - Instead of using generic greetings like "Dear Business Owner," try to address recipients by their names or segment your audience based on the type of customer they are. This personal touch can make a significant difference in capturing attention and fostering a connection.
10. Stick To Fewer Than Three Typefaces In Your Emails - Cluttering your email with multiple fonts or typefaces can be distracting for readers and harm the visual appeal of your message. Opt for web-safe fonts between 10-point and 12-point sizes to ensure legibility across different devices and email clients.
11. Write Compelling Subject Lines (This Is HUGE) – Your subject line needs to be concise and enticing. Don’t use excessive copy in a subject line as a subscriber will read your 'subject line' for its “open worthiness value.”
Summary: Email marketing is a great tool to help build trust, credibility, and brand recognition for your payroll service; however, you need to put some thought behind your email marketing strategies to maximize open rates, click-through rates, payroll sales leads, and referrals.
About The Author:
Glenn Fallavollita is a highly acclaimed keynote speaker renowned for delivering invaluable sales and marketing advice to business owners and sales leaders, enabling them to win more payroll sales and produce more referrals from their database of clients and referral partners.
Additionally, Glenn is the president of SellMorePayroll.com and Drip Marketing, Inc. and has written 50+ whitepapers and three sales/self-marketing books, Supercharge Your Payroll Sales NOW!, Stop Whining AND Start Selling, and Drip Marketing: A Powerful New Marketing Strategy That Gets Prospects To Buy From You. He also writes blogs for LinkedIn and other national websites.
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