June 8, 2016
When it comes to email marketing, the key is to find the sweet spot between winning a customer and losing one. Some email marketing campaigns manage to successfully keep customers engaged and reduce ‘churn rate’, whereas others only inhibit growth and are perceived by consumers to be an annoyance.
Based on an analysis of thirty email marketing campaigns, I have accumulated some of the most important tips to follow when sending out your emails. Many companies showed that these tips were able to substantially improve the success of their email marketing. Follow these tips and you’re more than likely to make greater profits.
Keep It Short
When it comes to effective emails, the shorter the better. It is challenging to get consumers to read your emails at all. And if you use a lot of text and images, they may be overwhelmed and confused. Keeping it short will guarantee they are at least getting the basics before they delete.
At the same time, it is important to not be too short and have a message that leaves them wanting to know more. Striking a perfect equilibrium balance is achievable and generally depends on your target market. Some consumers, such as business executives, don’t have time to read long emails. People that work from home, on the other hand, may prefer much more content and helpful tips that may assist them in their objectives.
Avoid Spam Language
Using buzzwords like “free,” “money,” “cheap,” “clearance,” and other similar terms will likely land your email in the spam filter. Remember than the spam filter is only an algorithm and it is designed to filter out spam keywords based on triggers associated with promotional emails.
Using exclamation points and all capital letters may seem like a good idea at the time. But they can land your email straight into the spam folder. In general, make email marketing campaigns relatively subtle and leave the intense calls to actions for the home page.
Meet CAN-SPAM Requirements
The CAN-SPAM rules are relatively straightforward. However, if you violate them, it could mean being fined or worse, developing a negative impression in the eyes of consumers in the market. Meeting CAN-SPAM requirements means that your business is properly following the rules and best practices outlined by the regulatory organization.
It is important that you and your marketing team be well versed with the requirements outlined in CAN-SPAM to thoroughly ensure that all emails comply with it before they are sent to any consumers.
Test Before Sending
If you’ve ever sent an email, only to realize there was a mistake on it, you’re not alone. In fact, so many people have done this in the past that we decided to include it into the five tips you should know for email marketing.
The best way to avoid another grammatical fiasco is to send marketing emails to a small sample population before fully releasing them to your entire email subscription list. This way, you can see the metrics of opening and conversions before sending it to the masses. If, for some reason, you find that your conversion rate has plummeted, you may want to investigate further before sending the message out to your entire list.
Make it Mobile-Friendly
If you’re email campaigns are not mobile friendly, you are missing out. To get the highest amount of conversions as possible, mobile has to be a prime focus of your campaign. Millennials are using mobile more than any other medium. Therefore, when you send your email out, it has to read perfectly across every device.
Fortunately, many email subscription services automatically have mobile features and their templates are programmed to support each device. Using one of these services will save you a ton of time and get you great results.
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