Email Marketing Tips
Email Marketing has been around for a while now, the first one regarded as being sent in 1970 – around 50 years ago! Whilst it has been a staple of marketing for this time, most of its mechanics have stayed the same, although some additional ones have appeared over the years. And now, we go over a few tips and tricks to help your own marketing campaign.
Tip #1; Eye-Catching Content
When designing your Email, make sure the content is attractive and colourful, including images as well as text to spice things up. The more interesting and eye-catching the content is for the email, the more likely your email recipients will read through your email. Just make sure not to go overboard and use moderation, you want your email to seem appealing to the viewer and not hurt their eyes and put them off reading your emails.
Tip #2 Easy to Understand
A very important part of an email is for the recipient to be able to read and understand the email with ease, use words that are easier to understand and aren’t complex, make sure spelling and grammar are also on point as well – these can really change the meaning of sentences and understanding what is being said. That being said, you don’t have to use the simplest of words for them to understand, if you do that, you might come off as condescending, avoid using slang too, not everyone uses the same slang as you do and might not understand what you’re meaning, plus most of the time slang isn’t very professional.
Tip #3; Content Balancing
Finding a good balance of content length is vital for having an appealing email, you don’t want paragraphs advertising your product or service, no one will read that. And you definitely don’t want it to be too short, where you can’t even fully mention what you do or at least in a well explained way. And those two reasons are precisely why it is important to find some middle ground, although you’d probably want something on the shorter side – easier to read.
Tip #4; Personalisation
Making your email more personalised to the recipient will also make them more likely to open and read your email. Making the recipient feel like someone is actually emailing them rather than receiving some advertisement, will also increase the chances of responses back, don’t forget to be friendly as well. But like in a previous tip, don’t go overboard and be over friendly, it might come off as unprofessional and put them off.
Tip #5; Implied Consent
Whilst the UK is in the process of removing GDPR, for now let’s use it like it’s still valid, it’s against GDPR to cold call someone, and email marketing can get pretty close to that. Something that’s worth a shot and is completely GDPR compliant is gaining what’s called ‘implied consent’. This is where you can email someone first asking how they are, if they’d be interested in your service or product, and if they respond positively and not negatively – you can begin the advertising phase.
Tip #6 Experimentation
When you’re looking for what design works, send out some emails to different recipient groups of roughly the same size and see which design gets the best responses. Compared to 50 years ago, there’s many different things you can use now to track how well the email did:
Open rate
The amount of recipients who have opened the email
Click-through rate
The amount of recipients who have clicked a link in the email
Unsubscribe rate
The amount of recipients who have unsubscribed from receiving emails
Using these, you can use the statistics gathered from different tools available to decide which email design is better, a high open and click-through rate with a low unsubscribe is the way to go.
Tip #7 Best Timing
When sending your emails, timing is perfect for getting noticed. What’s considered the best time to send emails is considered 9 am to 11am – during working hours is also considered a good time. It’s also considered better to avoid sending during rush hours – 8am and 5pm.
Conclusion
Whilst some of these tips depend on your type of business, most of these can apply to all. Try to find a method that works for you using these tips, or adapt from these.
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