10 top tips for email marketing
We have compiled 10 top tips to help you make the most of your email marketing – simple when you know how.
1) Ready Steady Sign-Up
When users sign-up to your database whether this be on your website, via an email or via a promotion, welcome them. We all like to be welcomed and it helps you build a relationship with the user before you begin your regular communications.
2) Listen to your database
Always provide an option on every piece of communication for users to ‘unsubscribe’. As soon as a user makes this request, remove them immediately from your database. Failure to do so will only lead to a feeling of lack of respect for your customers.
3) The Trick is in the Title
The title is possibly the most important aspect of your email. It is the first thing the reader sees and is the ‘make or break’ moment for your campaign. To open or not to open – that is the question. Make the title quirky, explanatory and snappy. Use numbers to your advantage - are you more likely to read “10 top tips for email marketing” or “Top tips for email marketing”? Thought so. The use of numbers helps explain the exact content of the email. It appeals to us because we like to know exactly what we are letting ourselves in for. Never be misleading in the title – this is illegal and will only infuriate your audience.
4) Call to Action
What do you want to achieve from this email? What do you want the reader to do?
‘Find out more?’, ‘Click here’, ‘Buy Now’, ‘Call to Order’? Whatever it is – make sure you have given clear instructions. Put yourself in the reader’s shoes and ask yourself “If I received this email, would I know what to do next?”
5) Follow Up
With email marketing technology, detailed information about the readers of the email is readily available. Find out who read the email, who deleted the email and who did not receive the email. You can then re-send the email or follow up the email – whatever the action - ensure it is carried out quickly.
6) Practice Safe Text
Always include an HTML and a text version of every e-newsletter you send out. Often people think that if they insert text into email distribution software, which is for HTML emails, every email system will be able to read it. Wrong. Email systems that cannot accept HTML will not allow this email to be read although it only contains text - cover all bases.
7) Timing is everything
Avoid sending emails out on public holidays or at weekends. Often this results in a mass deletion on Monday morning in order to clear a path for the week of work ahead. Do plan regular communication. Constant communication is they key to building a relationship and a reputation among your readers.
8) Sticky Content
Target your mailings specifically to the interests of your audience. If you have detailed information about their likes and dislikes, use it to your advantage. If you need more information about their interests – why not just ask?
9) What’s in it for me?
Give your audience a reason to open your email. Will they learn something? Do you have an offer they cant refuse? Promotions and incentives yield a very high response on email marketing particularly when the route to entry is either directly from the email or one click away.
10) Less is more
An abundance of copy within an email can often be overlooked or dismissed to that realm of ‘when I have more time’. Make your communication ‘of the moment’ by minimising the information in the actual email and offer the option of more information in a downloadable PDF or via a link to your webpage.
