The Do’s and Don’ts of Email Marketing
Some may say that email marketing is a thing of the past, but this is not necessarily the case. With approximately 2.5 billion email users worldwide, a staggering 33% of the population using email regularly email marketing is far from out. It is still a very popular method of online advertising.
However, email marketing can be tricky to get right. It’s easy to spam your audience with 3 plus emails per day, but the chances of generating any positive result from this is slim. People don’t want information pushed onto them, they want to be gently informed, or you run the risk of being blocked by many of the existing and emerging ad blockers.
Below are a few tips and tricks to get the most out of your email marketing campaign…
- Send emails with a clear goal in mind. It is vital that you know what you want to achieve, use content that reflects this and get your timing right to ensure maximum impact from your campaign.
- Don’t spam. Only send emails when they will make an impact, and only ever use email addresses that have been given to you by the user them self. It is also important to include clear contact details for your company, and a clear and easy way to unsubscribe from your emails if users wish to do so. You want to show your users that you are a genuine, respectful company, not drive them away by creating untrustworthy content and sending too many emails in a short amount of time.
- Automate your outreach process. Make things easy for yourself, by scheduling emails to be sent at certain times, so you can carefully plan what you want to say and when, rather than panicking and leaving it to the last minute resulting in poor quality emails that will have less of an impact.
- Keep it interesting! Try not to repeat the same old pushy emails, think of exciting things happening within your company or industry and inform your customers about them. If they are engaging and informative about interesting events or issues arising in the industry, they are more likely to read and be enjoyed by users, rather than deleted or moved to the spam folder.
- Personalise. There are many email marketing tools available that allow you to personalise your list depending on the behaviours, interests ad demographics of your customers. For example, finding out why certain users have visited your website can really help in then sending emails that will be useful to them if they were looking for a certain product or service that you are able to provide. Ensure to use names as much as possible, and take note of the time and location you are sending in, make reference to an event happening or a particular time of the year, Christmas for example.
- Call To Action. Your readers need to know what you want to achieve from sending them these emails. Do you want them to visit your website? If so, include the link, and tell them to click on it. Are you promoting a new product? Include the link to buy it, make it easy for your readers to see exactly what you want to achieve from the email.
- Compatibility with all devices. Research has shown that most people access their emails through a mobile device most of the time, so what use is an email that is only available on desktop? Test your emails out before sending, to check that they are as effective and readable on mobile devices as they are on desktop, otherwise you are losing a huge majority of readers simply because the content is not clear on their preferred device.
- Track and monitor the process. Keep a note of how your emails perform in terms of clicks and conversions. The only way to improve is to keep trying, so if something doesn’t work as well as you had planned, analyse why that was and make changes for the next time. Equally, if something works better than expected, analyse why that is too, and implement these factors into future campaigns.
- Never send without proof reading. Read it, read it again , get someone else to read it and then read it out loud. You can never be too careful when it comes to proofreading. Errors show sloppiness, which is not something you want to be conveying to potential customers. Content always sounds different when reading out loud, and often you can spot mistakes easier. Getting someone else who has not written the content to read it is also a good routine to get into, as they are likely to spot things you’ve not noticed, or reinforce doubts you may have had about the grammar or words used. If they point out something you also noticed, change it because most likely, your readers will notice too.