It’s hard to believe emails have been zipping from computer to computer for nearly forty years now! While we’re well past the days of humming to the dial up tone and waiting for AOL to connect, email is still very much a staple of communication amongst internet users and businesses.
As a business, you want to stay fresh in your consumer’s minds and using well-crafted emails as part of your wider marketing campaign can do wonders for solidifying the loyalty of existing customers as well as spreading the word to new ones.
So, what can an email marketing campaign do? Well just about everything: from showcasing new products and services, to bringing more traffic to your website, to keeping people updated with the latest news! It can make a useful addition to your existing digital marketing strategies without costing an arm and leg, as well as helping to build consumer engagement.
What do you think is the most important part of your email? A pretty layout? Nice graphics? Engaging writing? While content is key, firstly you actually need people to open that email you’ve spent however long lovingly crafting. If it looks boring or like spam then it’s going straight in the bin, so the subject line is where it hinges.
To avoid getting picked up by spam filters, make sure not to use terms like “reminder,” “free,” or “specials.” People generally don’t like to think they’re being tricked into a sale. Instead, opt for something friendly and to the point, maybe even humorous if you think you can pull it off.
Once it’s been opened, what do you want people to see? A large proportion of people check email on their smartphone so you must make sure your email is optimised for mobile use. Spelling and grammar checks are also your friend as you want your company’s emails to reflect the level of professionalism you are striving to provide. One misuse of “their” and you could lose yourself potential clients.
Also, never underestimate the power of an image as, like with most forms of marketing, never hit the consumer with huge unbroken blocks of information. Your paragraphs should be short, perhaps 1-3 sentences maximum, and kept focused on a single idea.
You can link to longer articles and additional information on your website which helps keep the length down as well as assuring more inbound link clicks and traffic to your site.
None of us like being bombarded with thousands of emails, so to avoid being relegated to someone’s spam folder it’s important to find the right mailing schedule for you. Will weekly or monthly updates work? What about when there’s breaking news and offers?
Most email marketing tools will let you see when your mail has been opened, so make sure to take note as this can help you adjust your schedule accordingly. You might find that most of your customers open their email first thing in the morning or during lunch. Ensure these times are recorded for future emails to be sent at the optimal time.
Also, take note of what content is getting you the most click throughs. As with anything, trial, error and research are your best friends. See what your customers respond to the most and adjust accordingly.
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