Of course, creating and sending an email is one thing. Getting recipients to open it up is quite another. The first priority is to minimise the volume of emails that go into their spam folder or get rejected by a firewall. This is not as difficult as you might imagine if you know what you are doing – such as avoiding high risk words, balancing the ratio of images and text, setting up a credible email address from which emails are sent, and making sure your website is deemed trustworthy.
Once an email’s been safely received, the next challenge is to encourage as many people as possible to open it up and read it.
How do you do this?
Time of day, day of the week, subject line header – these are all important and can be tested. It’s all about developing trust, and we achieve this by building relationships – by only ever sending out content that is relevant, engaging and useful. It also helps if the email is personalised in some way too. That doesn’t just mean using an individual’s name, although that can have a positive impact on open rates – it is also possible to personalise according to previous purchase patterns, or towards a particular demographic or psychographic profile. We have even used low-tech personalised videos and these have delivered incredibly impressive results.
To display properly, most emails require a recipient to download images or add the email sender to their safe senders list – however, we can also negate this issue by avoiding the use of graphics in the template. Surprisingly enough, this approach can work extremely well for some organisations. The important thing is to keep an open mind and try all sorts of approaches to get the best possible results.
Testing is really important. Email marketing needs to be constantly analysed to see what’s working best. So, we’ll test designs, content, subject lines, times of day, offers, frequency, data segments and anything else we can think of to find out what works best for you. And testing is not a one-off event – it’s a continual process. We’ll monitor performance on an ongoing basis, creating monthly reports that we’ll discuss with you on a regular basis to make sure that campaigns – both tactical and strategic – are working as efficiently and effectively as possible.
Who do you send your emails to?
A successful email marketing plan needs to be consistent, serving up interesting, engaging and relevant information on an ongoing basis. That’s why it is so important to make sure you have a structured content plan in place. This can be as sophisticated or as simple as you like. All you need to establish is who you are sending emails to, what your goal is, and how regularly you are going to send them
Looking for an email marketing agency in London? Please get in touch if you would like to find out more about who we are and how we can help. We offer a two-hour marketing consultation without cost or obligation at a venue of your choice to discuss any marketing challenges you are facing.