Finding a receptive audience for your business to reach out to is an integral part of any successful online marketing campaign. One of the most effective forms of outreach is through email marketing, especially in the financial sector, where building relationships is so important. Once you’ve built a list of subscribers using sign-up sheets and platforms such as LinkedIn, you can begin promoting your alternative lending solutions to a set of potential leads who are interested in your message. But that isn’t the end of your efforts—you also have to make sure they click through to the emails. Here are a few strategies you can employ to make sure your subscribers stay engaged.
Keep It Short
Subject lines should be succinct and to the point, not packed with information. Long subject lines look like spam to most readers, so make sure yours is brief and professional. The content of the email itself should also skew towards brief, punchy messaging that is easy for yours subscribers to remember and connect with. Emails with catchy titles like “5 Alternative Lending Myths” are more likely to get a positive response than a long line of text. Newsletters and listicles related to alternative lending are a good pick for this type of content because your readers will feel that they are receiving useful information in their inboxes.
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Use Common Email Language
Promotional emails have higher click-through rates if they are presented in the same manner as emails from friends and colleagues. That means using indicators like RE: and Fwd: in subject lines to get the reader’s attention. Including the subscriber’s first name in the subject line also creates a sense of connection and immediacy when connecting with the people who have subscribed to your email list. Including a sample of the content inside in the preview text area will also give users another reason to click through.
Timing Is Everything
The day and time at which you send out your marketing emails has a large impact on whether they will be read or ignored. It is generally considered a best practice within the marketing industry to send them out on Tuesdays or Wednesdays, but a recent study found that emails sent over the weekend actually had the best chance of being opened. It might take some experimentation to find the ideal time to send your alternative lending marketing emails, but don’t discount the effect of timing on your click-through rates.
Remove Low-Engagement Subscribers
It might seem counterintuitive, but getting rid of the subscribers on your list who rarely open emails will save you time and effort in the long run. It is best to send your promotional materials to an audience who you know for sure is interested. Spam complaints and unsubscribe requests from people who no longer wish to receive your emails can hurt your campaign in the long run, so it is best to target your messaging towards those who are actively interested in learning more about alternative lending solutions.