You've got mail
Every Monday morning I open my inbox to find an abundance of ‘spam’ emails, 90% of these normally end up in my deleted items or junk folders. I’m sure most of you reading this have the same issue...
The web is used day in day out, with consumers visiting websites for multiple different reasons every minute of the day. Data is collected from the pop up screen we all fill in to subscribe to get '20% off your first order' or receive your football teams monthly newsletter, latest offers etc. The first rule of email marketing is only to email people who have opted in by subscribing, but we all know this doesn't happen. We put our details in a pop up box and then get inundated with email marketing emails on a daily or weekly basis, most companies sell our details on to third parties and before you know it the one or two spam emails turn into 10 a day. If you're going to send out a factual email or material you want to get looked at, make the email appealing.
What makes a successful email marketing campaign:
- Personalise your email without using the recipient’s name. A significant element of email marketing is relationship. Does a recipient trust you? Does a recipient even know who you are? When an email jumps the gun by forcing familiarity too soon, the personalisation makes the recipient wary. Intimacy is earned in real life, and it would appear to be the same way with email.
- The long and short of subject lines, When it comes to deciding how to craft that perfect subject line, keep the subject line no longer than 60 to 70 characters.
- Prime time to send a targeted email, While many a quality email may be built during business hours, the ones with the best open rates aren’t being sent from 9 to 5. The top email strategy is to send at night, Inbox crowding and the deployment times of other marketers go hand-in-hand; if your email goes out when few others do, it stands a greater chance of getting noticed.
- Mobiles account for more than 50% of all emails opened. When designing or sending out an email, bare in mind that most of your target audience will open it on their mobile phone or tablet. Design responsively to ensure that your email looks great no matter where it’s read. Here are some quick mobile design tips:
- Convert your email to a one column template for an easy mobile fix.
- Bump up the font size for improved readability on smart phones.
- Follow the iOS guideline of buttons at least 44 pixels wide by 44 pixels tall.
- Make the call-to-action obvious and easy to tap. Above the fold is preferable.
- Consider ergonomics. Many users tap and scroll with their thumb, so keep important tappable elements in the middle of the screen.
5. Re-engage with inactive users, most companies have a huge list of people they send emails out to. Have you checked if these emails are still active? It’s more than likely a third of your subscribers are in active.
I hope this has made you think about the next time you send out a mail shot, don't spam it's unlikely you'll get a response.