Email marketing is the distribution of a message via email to a certain group of people. It aims to establish loyalty, brand awareness and to strengthen the market position of a brand, product or service.
All of us have received these types of mails and what do we usually do? We delete them or mark them as spam, because most of them fail to attract our attention and make us want to open them. Email marketing can be a great way to convey messages to your already established clients and to potential new ones.
How to make the most of this type of marketing and not end up in your target audience’s spam or trash? I will try to provide you with the answer to that question by offering several tips and insights on what to do to achieve the best results with email marketing.
- Two-way communication
A mistake that many companies make is to send out emails that just aim to provide information to the users. They don’t look to engage in a conversation with the audience. Thus, the recipients feel that their opinion and feedback is not valued, which will hurt the effectiveness of your marketing. In order to make sure that they will open your email and will be eager to start a conversation you should stick to the following rules:
– Subject quality
Spend more time on devising the subject. Make it interesting, yet simple and short. Usually, people first read this part and it shapes their decision whether to continue or just skip the email.
– Engaging content
After you have attracted the clients’ interest with the subject, you should focus on writing content that would preserve that and be engaging.
– Customized content
Base your content on your target audience’s demographics and make it matching their needs and interests. This will help you urge them to take advantage of an offer, buy something or even persuade them to share your email.
- Personal touch
Try to make your emails personal. You can do that by using short codes, which are offered in almost all email tools that would be replaced with the receiver’s name after the email is sent. That easy step is really important for the effectiveness of your emails. When the clients see “Dear, their name”, they will like the fact that you spend time to address them personally and will start looking from a different perspective at your correspondence. Therefore, they will develop a certain affliction to your business and will pay special attention to any future emails. Furthermore, you can add a reply function, specific to each one of them to be used for giving their feedback and opinions. Nevertheless, in order this to be effective, you should try to answer all of them personally.
- Stay out of the spam boxes
The spam box should be considered the worst setback for email marketing. Let’s imagine you have spent time writing and constructing an email with good content, you send it out to your clients, but it ends up in the their spam folders and they never see it. You will feel devastated right? In order to avoid that, you should take some precautions. There are several different criteria, which are checked by the spam filters: the overuse of exclamation marks, poor HTML formatting in your template, phrases commonly used for spam like: “Buy now, till the the offer is still valid!”, etc.
For a more extensive list of how to avoid the folder of “death”, you can check out this wonderful guide created by Mailchimp: How to avoid spam filters.
- Easy to opt out and privacy
Some marketeers think that including the option to unsubscribe from the email will be working against themselves, because it could lead to user losses. This may be true in some extent, but deciding not to have it will be far worse for you. Let’s say a person decides he no longer wants to receive your emails and looks for a way to opt out from them, but can’t find it. In this case, he will most likely mark your correspondence as spam. If many people do that, you business’s emails will probably end up flagged and considered intrusive even if they are not. Therefore, don’t omit this option. Additionally, you should state that the privacy of the users is of high value to you, and that you will not share their emails with anybody else outside the company.
Emails are a cheap and fast way to reach many people, create brand awareness, maintain it and attract new clients to your business. However, employing it effectively and achieving your goals can be a demanding task. The above mentioned tips are the foundation of how to be successful in email marketing and if you stick to them, you will get better results.