Email Marketing has become one of the most effective ways for driving sales and attracting target audience as 95% of online contacts use email, and 91% of contacts reported checking their emails at least once a day. Although email marketing is highly effective it is only successful when done correctly, as if you are to make a mistake, it is very difficult to hide.
The basics of a good email marketing campaign are:
Audience- You need to send the email to the right contact. (You wouldn’t offer a consumer product to a business.)
Content- You need to think about what you are saying, as just writing bulk, irrelevant text can be off putting, so you should try including catchy sub headings so that you catch the reader’s attention and make them read on. Include questions to make the reader feel engaged; this will start to gain regular readers. However, you must be careful and not ask irrelevant questions, keep them related to your campaign. Make sure to deliver the information you promised in the Subject Line. We will touch on the Subject Line later.
Creative- You need to think about how the email should look. (Plain text would be very boring, and put contacts off.) Include an image! This gathers the contacts’ attention. This will help trigger interactions, but don’t overwhelm the reader with too many and unnecessary images on the email. Be consistent with fonts and text size. The email needs to look organised and well thought out, not thrown together. Keep the style and contacts will start recognizing that the email is from you.
Subject Line- Your subject line is essential when sending an email campaign out as this is the first thing the contact will see therefore you want to make sure that the email gets into the inbox folder and not their junk folder. This mostly depends on what you include in your subject line i.e. I would recommend to not include such things as ‘Last chance’ as it was found to have a hugely negative impact on open rates. Also try to include your brand name. This will help the contact recognise who the email is from. Keep this consistent through emails, if you put your brand name at the beginning of the Subject Line, then put it at the beginning in following emails. But I would make sure your subject line is short and descriptive, you want the consumer to be able to see the whole preview of the subject and keep interested.
Un-Subscriptions – You must ensure that contacts are able to unsubscribe from your mailing list. Not only must you have this option, it must be easy to do so. Do not hide or disguise your unsubscribe link. This will make it hard for the reader to unsubscribe and will lead to your emails getting reported and flagged as spam, meaning it will end up in more spam folders and less contacts reading it. Furthermore, it is possible that it is reported to the authorities and can lead into receiving fines. If you wish to gather feedback from the un-subscription, you could ask the reader to fill in a survey. From this you can find trends in the reasoning behind the un-subscription and can take note of it in your following emails. From this you can change your approach to reduce the number of un-subscriptions in following emails.
Whitelisting – Getting subscribers to whitelist should be an integral part of your opt-in process and email marketing. Yet it’s often overlooked. Despite efforts to make emails as inbox friendly as possible, sometimes campaigns get flagged as potential spam, and are then hidden away in the junk or spam piles. This isn’t always your fault, but the majority of the time it is because there was a tiny mistake and it has been picked up on by the email provider. Whitelisting reduces the chance of your emails getting marked as spam, leading to subscribers missing emails from you. This is why it is a good idea to ask subscribers to start whitelisting you. You can do this by creating a heading titled something along the lines of “ensure it keeps coming” and then creating a link to show the reader how to whitelist you. Modern email systems make it easy to whitelist and it can be done with just a few clicks! In the past, a problem with whitelisting was that you wouldn’t know if you had been whitelisted. Now there are services which give you stats and feedback so you now know that you have been whitelisted. From this, you can create a mailing list specifically for people who have opted into whitelisting and offer other incentives.
Sign-up forms – When contacts click on links on your email, you can direct them to a sign-up page on your website. From this, the contact is opting in and giving you their contact details, which will also be an up to date set which you can update in your mailing list. This account is then personal to the contact and you can have preference settings. This can include what types of campaigns they are interested in, or down to opting in and out of emails.
BDP can help you contact your target audience with our up-to-date email data, and we only use personal, named email addresses.
Call us on 0333 200 1860 for more information on our email marketing campaigns.