We recognise how difficult it is to achieve a large goal such as building an effective email marketing campaign. It isn’t necessary or complicated to effectively engage your audience with email marketing. A variety of external forces might adversely affect how many individuals read your emails. The following are six of the most frequent ones:
1. Know your recipients—and make sure they know you!
If you want to send a mass email to hundreds of unsuspecting people, the click-through rate is unlikely to be high. Unsolicited emails are increasingly difficult for email providers to allow users access to. Make sure you’re sending emails only to those individuals who expect them from your business – generally speaking. If they’ve recently made a purchase, completed a form on your website, or had a similar experience with your business, email them immediately! If you bought their email address along with hundreds of others and they’ve never heard of your firm, hold off on sending the email. It’s likely spam if it smells like spam and looks like spam.
2. Would you want to read it?
The golden email rule is to treat others the way you want to be treated. If that email isn’t anything you’d want to read or open, it’s an indication you should make some changes. Whether it’s adding a witty subject line or offering a discount they won’t want to miss it if it makes your message more appealing for you.
3. Optimise for mobile.
You wouldn’t send an email to a group of people who couldn’t read it. It’s critical that you optimise your message for success by making it mobile-friendly. Almost 50% of emails are opened on mobile devices, so it’s important that you optimise your message for mobile. There should be a fast method to optimise, and if there isn’t, I suggest saying goodbye and sending them back to 2003.
4. Personalise!
Consider this as meeting someone in person. You wouldn’t walk up to someone, shake their hand, and say, “to whom it may concern.” It isn’t always feasible, but as much as possible, make your email a personal encounter. E-mails with a personalised token such as a first name are 26% more likely to be read.
Also, you wouldn’t walk up to that individual and introduce yourself as “No Reply.” So make sure you send that email from a genuine business email address. Not only will this increase the likelihood of your email being read, but it also gives your audience a simple way to get in touch with you at your firm.
5. Check, double-check, repeat.
Grammar and spelling errors damage your credibility and cause recipients to stop reading your email. You should also double-check your formatting and make sure your email looks good on both desktop computers and cell phones. Finally, before sending your email, make sure it has been proofread by someone else. You might be missing errors that a different person could notice right away. So, whether it’s a co-worker, friend, mother, stranger on the street, or someone else entirely, have them read it!
6. Let them go.
It’s easy to get overwhelmed when your relationship is going south. However, you may just have to let go at times. Emails are, in many ways, no different than breakups. It is good business—as well as the law—to give your audience the option to unsubscribe.
Email marketing, if done correctly, can have a tremendous impact on the return on your marketing investment. It can also be a fun way to express your company’s creativity and sense of humour.
