Email marketing is one of the oldest forms of targeted marketing that leveraged the power of the internet rather than television or other forms of media. It is simple, cost effective and can be used to great effect when done properly and sincerely. However, it is this simplicity that often makes it difficult to craft the perfect email that will work most effectively to gain the attention of prospective customers. Here are ten pieces of remarkably useful advice that will help you maximize your email marketing efforts and boost your success rate.
10 Email marketing Tips
1. TRY OUT MULTIPLE EMAIL SERVICE PROVIDERS
Choosing an email vendor or service provider for your business is a crucial step before you focus on the marketing content itself. There can be numerous pitfalls in this domain, and a good service provider can provide you with help and support. Choose one that offers good customer support and suits your budget. They should also have sufficiently powerful infrastructure that can handle large volumes of data during bulk operations and fast connections so that there be no bottlenecks.
2. SOURCE CONTACTS WISELY
Email marketing can very easily be mistaken as spam. There is no worse thing for a business endeavor’s marketing program to be marked as spam to email service providers. This can wreak havoc on your marketing strategy, as more emails will be prone to be caught by spam filters of commercial service providers. This is why you should always build a strong list of contacts whose interest in your product is confirmed. Relevancy is hugely important in the domain of internet marketing; target your messages to the demographic that is guaranteed to find your product or services relevant to their needs.
3. ANALYSE YOUR CONTACTS FOR BETTER TARGETING
Building a strong list of contacts is not enough to survive in this competitive landscape; you must actively look for ways to expand your base and identify more prospective customers. Analyze traffic patterns and unique link usage to identify which contacts are engaging the most with your content and business. Bolster your efforts with data from social media profiles and find the users who are not yet on your contacts lists but have a good possibility of being interested in your services and will find your content relevant to their needs. The greater you can make your marketing base, the higher the chances of you getting new customers and increased sales.
4. PRUNE YOUR CONTACTS REGULARLY
Identify the individuals behind the names on your contacts lists. Check to see if they are receiving your content. Often it is found that large volumes of emails are sent to abandoned accounts or defunct addresses. Not only does this use up resources that would have been better spent elsewhere but it also increases the chances your content might be flagged as spam by the various filters due to continuous sending of emails to particular accounts that otherwise do not exhibit any other activity like outgoing mails, etc. Also verify that the email addresses that you receive from your sources are free from typographic errors; genuine customers might be missing out on your promotional content due to a simple error. Check for returned messages and delivery error messages from your email service provider regularly.
5. TAILOR YOUR CONTENT TO THE VARIOUS DEVICES
Email today is viewed more often on mobile devices than on standard desktops and laptops. However, most email content and other promotional media like newsletters are still tailored for viewing on large screens. This results in poor usability and readability of the content that you send out and this can cause you to miss out on positive engagement from prospective customers. Format your content in such a way that it remains readable on mobile devices and other small screens. Incorporate single column designs in your content that can be viewed with ease on mobile devices in portrait orientation. Enlarge links and highlight them so that the viewers know that it is a link and not just another line of text, especially in case of inline links. Test your formatting and optimization measures by simulating how the content renders on popular platforms, resolutions, and email clients.
6. WRITE AN ATTRACTIVE AND INQUISITIVE SUBJECT
The subject line is often ignored or at least paid much less attention than the content but keep in mind that the subject line is what the email recipient sees even before they have opened the email. The subject must be direct and summarize the mail in a few characters. The subject line should have a sense of urgency that invites the reader to open the email immediately and read the content. However, it is important that you not oversell it. Do not promise what you cannot deliver.
7. TEST ON FOCUS GROUPS
Testing your content before you finalize it and send it out as official marketing content is really necessary. Often businesses will skip this step in order to save costs and time but it is important to keep in mind that there are multiple perspectives in life and the way the content reads to you might not be the same to a person who just receives the mail out of the blue. You can test your content on a small group and gauge their reaction before deciding on whether to finalize it in its current format or work on it a bit more.
Keep in mind the importance of timing. We are living in an age of information overload and it is important to identify which time of the day would invite maximum engagement from the customer. Sending an attractive mailer with prominent calls to action does not do anything if the customer is groggy from lack of sleep because the email notification woke them up from their sleep.
9. MAKE IT EASY TO OPT OUT
Having your mails reported as spam can ruin your reputation. Clearly identify the unsubscribe link so that customers who do not find the content relevant to them can opt out of receiving your content instead of reporting your content as spam.
10. KEEP AT IT
Email marketing takes time. Send emails regularly and refresh your contact lists periodically. Identify the ideal time gap between promotional mails such that it neither counts as pressing or annoying, nor does it result in the prospective customer forgetting entirely about a promotion or call to action.
In addition to these general guidelines, the rules for creating good and engaging content apply to emails as well. Make it easy for your recipients to get their way and send them content that is relevant to them. Only that will result in complete marketing success.