Resources » Email Marketing » Four Top Tips
By creating a sound email marketing strategy your will improve customer relations, increase awareness of products and services, boost sales and decrease client turnover.
It’s often the case that businesses spend a disproportionate amount of time focussing on one of the common ‘issues’ with email marketing such s avoiding spam content or getting the subject line right or choosing the best day to send the email, rather than looking at more basic ways to develop a decent email marketing strategy.
Understand SPAM Filters, but They’re Not the Be All and End All.
Code your emails correctly! Never use such and such a word in the subject line! Always send on a Wednesday! The list goes on.
Yes, it is important to factor these anti spamming and read rate maximising tips in as much as possible, you should not let them wholly influence your email campaigns.
Many email marketing software solutions in fact do spamming checks as part of the send out process so you can spend more time on the overall strategy and importantly, the results - all too often the email campaign gets sent out and then the results - the real granular statistics that indicate reader behaviour - are not really analysed.
Spam filters generally identify certain keywords and phrases to classify an email as spam, and consigning the email to the junk/bulk mailbox. Obviously you should avoid words and phrases like ‘free’, ‘once in a lifetime’, ‘buy now’ and so on but it is best to get your draft email down first then refine it, again, don’t stall the project before it starts by running the campaign on the basis on what you think you should and should not say in the email.
So many people think that ‘big is best’ when doing email marketing and strive to get the biggest list possible without giving any consideration to who the intended recipients are or even whether they know them.
Read more about this topic here, but why blast emails to people who might not be interested in what you have to say?
The best email marketing programs, unlike the classic 'cold call', require you to actually know your contacts and clients. This can be based on known information kept in a CRM, previous buying habits, known support issues, known interests and so on.
Do your contact management using a CRM, make sure you know their full name, gender, email address, location, company name and business type, if relevant, website, marital status and career details, as well as:
The obvious message from this is: the best email marketing is personal! Of course it is. In this day and age when we all receive 20, 30, 100 spam emails a day containing completely irrelevant information, we’ve all become adept at glancing at our emails and deciding in less a than a second whether we are interested in it. Your email has to be meaningful to the recipient else it will suffer the same fate as that one offering free viagra or a chance to make 70,000,000 million dollars from the mystery benefactor in Ghana.
Don’t change your style or layout each time you email. People will come to expect a consistency that you should provide and this will also help with things such as brand recognition and familiarity with your business.
If you use an email marketing tool such as MailChimp or Zoho Campaigns you can use clone functions to rapidly create campaigns based on a uniform layout/theme.
This will allow you to:
For more guidance on an effective email marketing strategy for your business contact us here.