New to email marketing, or need some tips on how to improve on your current email strategy?
Here are 5 top tips to help you perfect your technique…
1. Subject Lines – The first thing your recipient will see when you send your email is the subject line. It needs to make the recipient want to open it, so it needs to be punchy, to the point, interesting, or surprising. The word “Free” can sometimes trigger spam filters, and research has shown that “percent off”, “help” and “reminder” can also negatively affect open rates. Try to keep your subject line under 50 characters, and make sure your subject line and first line of the email are different, to keep the reader interested when they view it on a mobile device, because otherwise they will just see the subject line repeated on the snippet. It is good to use questions as subject lines, as this sparks engagement with the reader. Try to avoid exclamation marks – they scream PROMO EMAIL! You can also personalise the first line of your email, such as “Gemma, what do you think of this…?” – This reaches out to the reader by directly addressing them.
2. Subscribe/Unsubscribe – Make it easy to subscribe to your newsletters. Think about placing a subscription box on your website where customers will see it and can easily enter their details. It is also important to include an unsubscribe link in your emails, so that anyone who is not interested can easily be removed from your mailing list – this keeps your email list up to date so you only email the relevant people, and ensures that you are complying with the law. There’s nothing more annoying than receiving unwanted emails!
3. The Design – It is important that your email is laid out well, and is aesthetically pleasing. Make sure that any text is sorted into clean, equally spaced paragraphs, and any images are aligned nicely with the text. Images are important, as people are more attracted by imagery – research has shown that faces draw more attention to the reader, especially when the face in the image is looking straight at the camera, making eye contact with the reader. You also need to make sure that your branding is consistent throughout your emails, using the same colour scheme (and other additional colours that complement your branding), same font, and overall feel of your brand. You need to thoroughly test your emails to check that they look consistent over each email provider, such as Gmail, Outlook, etc. Finally, it is important to make sure your emails are compatible with mobile devices, because mobile traffic now accounts for a high percentage of all web traffic.
4. Calls to Action – Include at least one call to action in your email, as this prompts people to act instantly. Make calls to action stand out, and make sure to link up any email address included, so that it is easy for a customer to get in touch.
5. Links – Include links to your website in your emails where relevant, for example; this blog is all about email marketing – and I have just made a link to the email marketing section of our website! Don’t forget to use tracking on your links – there are various ways you can do this. This means that you can track every person that has clicked on each individual link in your email, and makes it easy for you to monitor the results of your email marketing through analytics.
When you start to monitor the results of your email marketing, you can make decisions on future email marketing strategies. You can work out which subject lines work best for you, which layouts work best, and which kind of images engage your readers the most. Try sending your emails out at different times and days, to see what is the most effective time of day/day of the week, to send your emails out. Once you have a clear understanding of your audience and what makes them “click”, then you can really start to perfect your email marketing plan!
A lot to take on board? We can help with all of your email marketing needs from start to finish…
Here at GML, we use our own bespoke email broadcast system, which we use to send emails out to thousands of people per day for a large range of clients. Whether you need help designing and/or building your email shots, or just sending them – our experts can help. Please give us a call on 01603 508066 to discuss your requirements, or email firstname.lastname@example.org for more information.