Email is still the most powerful medium for sending promotions, newsletters, updates and offers to your leads and customers. However, with its popularity comes a lot of misuse and misunderstandings about how to best employ email marketing to achieve your goals.

To clear things up and find sage advice, we asked a group of ONTRAPORT Certified Consultants, who work with entrepreneurs and small business owners daily to implement marketing strategies, to give us their best email marketing tips for ONTRAPORT users.

Check out their responses. Apply them to your business, and let us know how it goes in the comments.

Meet the Experts

For Best Results, Make Your Important Emails Actionable

When you’re busy and scrolling through your inbox, you’re likely not looking for emails to leisure-read — more often than not, you only have time to engage with messages that seem important and urgent or have a purpose behind them. If you really want your emails read, Chad Root recommends that you “keep them directly connected to a contact’s ACTIONS. CTA follow-ups outperform general blog notices and newsletters by three times the engagement.”

To encourage engagement, “Always add a verb in the subject heading to get your subscribers in the mindset of taking ACTION. Also, don’t forget to add the P.S. for skimmers.” — Maria Richard

Maintain a One-to-One Ratio: One Intent for Every Email

Too many CTAs in one email can quickly become overwhelming for the reader. Neil Kristianson says a good rule of thumb to follow is “One email one action. You can’t ask someone to do 10 things in an email and expect them to do any of them.”

Having one focus per email can also make each message feel more personal to your list. Consultant Ali A. Alqhtani says, “I always tell clients to keep it real. Keep it simple. And really just talk to your list with intent, and make it conversational.”

Make the Email Engaging and Readable

Have you ever saved a message in your inbox for later because it seemed like too much effort on-the-go? These are the kinds of messages Brian Bargiel advises against sending in your marketing emails. He says, “Big blocks of text are boring and difficult to read. Furthermore, they look like a lot of hard work to digest. People have really short attention spans, so they need to be able to skim. Think of it this way so many people can’t listen to a whole song without skipping to the next one. Not to say that paragraphs don’t have their place I’d save ’em for other places where you have their attention.”

There are times when the most suitable approach to email marketing is being able to relate to your audience on a very personal level. There are many ways to do this, and what better way than to give your own experience in the form of a story?

Tell a story. This starts with the subject of your email. Your average person gets 90+ emails per day. Make your story one of entertainment that will draw them in. Don’t make it just about the thing. Make it relatable and exciting.
– James Simpson

“Tell a story. This starts with the subject of your email. Your average person gets 90+ emails per day. Make your story one of entertainment that will draw them in. Don’t make it just about the thing. Make it relatable and exciting.” James Simpson

Make Sure Your Email Fits the Relationship

For every email you send, consider your intended audience and write to it. James Simpson says, “Have them nodding their head in agreement while reading it. Make sure you know what phase of business you are in with your customer. If they don’t know you or trust you, then you haven’t earned the right to ask for the sell. In short, provide value through an amazing storyline. Build trust with these ongoing stories, and earn the right to sell to your customer.”



About Angela Philips

Angela Phillips is the Director of Events and Content Partnerships at ONTRAPORT, an all-in-one marketing automation software company based in Santa Barbara, California. Angela leads the planning and execution of the company's annual user conference, ONTRApalooza, and has secured notable speakers including Brendan Burchard and Jack Canfield as well as significant sponsors such as Citrix and Conversion Geeks. In addition, Angela oversees the planning and execution of the company's onsite software certification courses and year-round business-building mastermind, Business Acceleration Masterclass.