Everyone has been on the receiving end of an unwanted email from a marketer, but from the senders point of view, if you know why people delete without reading, you can avoid the 3 main pitfalls and create a great email campaign.
The classic marketing email is written without much thought towards the end user, and whilst they may look like works of art and be stuffed full of links to products and services, potential clients won’t click through if they don’t think it has relevance to them. To avoid this pitfall:
• Only contact people who have reached out to you – purchasing lists of emails will dramatically reduce your hit rate.
• Make your content interesting – make it clear as to why they should look at your site or click on a particular link
The next pitfall of marketing email campaigns is to send the same email to every recipient, regardless of whether they’re a new client or an old faithful. It saves time for you, but means that people will be much more dismissive. To create more personalised emails:
• Group your mailing lists – this will allow you to send out targetted emails, and whilst it means your email campaign consists of a dozen different messages, you’ll get a much higher return rate as people click through on relevant links.
• Set out your email with hyperlinks – this allows your potential clients to navigate to the parts that interest them most
In today’s digital age, even someone who is careful who they give their email addresses will still receive a dozen or more messages a day, whilst for most people this figure can almost reach three digits. This means that they don’t have time to sit and trawl through lengthy messages so you need to:
• Put the offer in the topic line – this way, your recipients can see immediately if they want to open it and read further
• Don’t use Flash or big images – these take ages to load, and whilst they may look impressive, you’ll get many more responses from text heavy emails with clear links and your logo clearly displayed.
Once you’ve got your short, concise and clearly laid out emails ready to go to small sub-sections of your mailing list, you need to have some way of monitoring the click back rate. You can ask for feedback from those people who do respond, but you can easily draw inferences from where in the email the clickthrough came, as well as which groups responded at what time of day. Use this data to inform the next stages of your email campaign.
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