Avoid the junk folder with your Email Marketing

GDA Creative Marketing
16th March 2017 | Blog

Email marketing is not dead, in fact many would argue it is even more important these days than ever before.

However with the average person inundated with 121 emails per day, you need to stand out from the crowd.

Research has shown many consumers prefer to be contacted by phone. They can easily filter messages, store and refer back at a more convenient time and it’s far less intrusive than getting a phone call from a pushy sales person.

With this in mind, we have put together our top tips for your email marketing campaign:

1. Be personal. Customers expect a unique experience, to feel special, rather than just be another customer. The first step is addressing them by their name, however this is no longer enough. You need to learn even more about the customer, such as their past purchasing behaviour, likes/dislikes etc. This can be found by asking them more information than just their name and email address when they sign up. You can therefore send tailored emails right from the beginning.

2. Be a spelling supreme. This seems like such an obvious one, however you would be surprised how many emails are sent out with spelling and grammar errors. Given how easy it is nowadays to run a spell check, there really is no excuse. Poor spelling and grammar implies laziness and recklessness. Why would they buy anything from a company who can’t even send out a simple email correctly?

3. Be a law abiding citizen. There are many laws in place nowadays to protect the consumer. The bottom line is get their permission to contact them and give them an option to opt-out. You also need to make sure in every email you state who you are, what you’re selling, any promotions or offers and any relevant terms and conditions. Make sure you keep up to date with new laws and regulations too- double opt-in’s will soon be a norm for marketers, with the strict GDPR regulations coming into force very soon.

Click here for more information regarding the GDPR regualtions

4. Entice your readers. The subject line is arguably the most important part of your email. It’s the hook that persuades your customer to open the email and see what you have to offer. There is a fine line however between being enticing or coming across as over enthusiastic and pushy. It must also be mobile-friendly- be short enough for the customer to read on their mobile device. If the customer cannot tell what the email is about before opening they will swipe and it’s gone forever!

5. On the Go. Everyone is on the go, therefore you must make your emails accessible and easy to read on a mobile device. You need to ensure image file sizes are kept small and in proportion to screen size, Call to Action buttons are easy to use (not too small!) and finally make sure you either create or invest in a responsive email template that works across all screen sizes.

6. Be useful, not annoying. You don’t want to annoy your customer, as soon as you do your email will be deleted, and they are unlikely to take notice of any emails you send going forward. Therefore only send emails that will genuinely be useful for your customer, and not just for the sake of sending one.

7. Set. Monitor. Adjust. As with all marketing activity, the key is to set goals, constantly monitor progress and adjust. Key Performance Indicators include open rate, click through rate, abuse reports, bounce rate, unsubscribe rate, email conversions and email revenue. Keeping tabs on these KPI’s will give you a full picture of how an email campaign is performing, what works and what doesn’t for your audience.

Not sure if your email campaign is reaching its full potential? Get in touch to arrange a meeting!