Email marketing. Really? Isn’t email marketing on its way out? We all know that consumers search for their own products instead of waiting for an email to arrive with the best deals. How can you make your emails interesting without being tossed into the spam box?
Personally, I hate advertisement emails. I delete my spam folder without even looking at it and I’ll search for my own deals online. I don’t need a company sending me thousand emails per year to tell me about their sales, new products or big discounts! Still, I wanted to know how to make compelling email advertisements.
For most websites who send out emails, you need to subscribe. So there is a list of subscribers who are apparently seriously interested in what the company has to offer. If you have a list of subscribers, please check if those people really signed up for the newsletter. Not that they secretly agreed with receiving the newsletter by buying a product on the website. If that is the case, don’t send any emails to those people because that will be in the spam folder immediately.
Avoid the spam folder. Newsletters and promotional emails go into the spam folder very fast but that can be avoided. Spam filters alarm at words/sentences like: BUY NOW! FREE! CLICK HERE! It’s fair to say that caps-lock is forbidden when sending emails. In general.
So, when sending emails:
• Don’t use caps lock
• Don’t use weird fonts
• Don’t use weird colors
It’s very important to know how spam filters work. When you’re creating an HTML email that is nothing else than one big image, the spam filter will assume it’s spam since spam filters can’t read images. And, when making an email in HTML, try to code with care. Sloppy coding will be filtered out by the spam filter including your email.
Make sure your email is readable on a mobile phone! Nothing is more annoying than opening an email on your mobile phone which says: if this email isn’t readable on your phone, click to this link. If I want to read the email, make sure I can read it without having to do something! It sounds lazy, but if you want to make sure that all your subscribers read the email, you have to make the mail readable on all devices. Mobile and desktop.
Also, in addition to the mobile reading, make sure the email is available on all email platforms. Hotmail, Gmail, Yahoo, and so on.
Content! Who are you aiming for? What do you want them to do? Is it clear who is sending the email? Take those questions into account when building an email. You want to write a compelling email to the people who subscribed. Make the content interesting enough to let the reader take action. Don’t do long stories but content that makes the reader curious for more, or hungry for whatever the email has to offer.
When is the best time to send the email? Don’t send emails in the weekend or at night. Send the email on a Tuesday or Wednesday when the week is still young but the reader is done recovering from a hangover/Monday blues. Also, don’t send it in the morning or late afternoon. People who have a daily job from 9 to 5 will most likely read the email between 11 and 3. The day hasn’t just started and isn’t almost over. No wake-up emails and no rushing-home emails. Give the reader time to read it.
Well there you have it, my five-step guide to build good marketing emails!
If you want to see some good examples, check this link from hubspot: