- Posted by Janina Bernardo
- On April 2, 2019
- 0 Comments
The constant news about email’s impending demise has been greatly exaggerated. The fact is that it is still a very effective marketing tool. It offers several advantages. It doesn’t cost much to launch a campaign compared to spending on ads. If you have built a strong organic database from creating valuable content, the level of engagement from your audience is higher because they voluntarily opted in and chose to receive your messages. You can control your database unlike depending on social media fans or followers which may disappear if your account for some reason gets suspended or deleted. Most email marketing platforms also make it easy for you to assess the performance of your campaigns by providing you metrics such as number of opens and click through rates. To optimize your use of email as a marketing tool, here are some suggestions to improve your email marketing strategy.
Make Your Emails Scannable
Most people lead very busy lives and have only enough time to quickly glance at their emails. Avoid long paragraphs by using bullet points instead. Have a clear call-to-action by making the button or link very visible and easy to understand. Use active voice in your sentences so that they are direct to the point. Stay away from too many adverbs and flowery words. Make use of white spaces or negative space to help people’s brains scan and digest information better.
Don’t Exaggerate Your Claims
Strike a good balance between presenting objective information and subjective marketing copy to lend credibility to your statements and earn the trust of your audience. Try to support your claims with third party information to make it more believable. You want to provide enough information to your readers to get them excited but also well informed so that they are better equipped to make sound decisions.
Avoid Email Fatigue
Fatigue happens when recipients get tired of getting your emails and begin to ignore messages, delete them, or unsubscribe to your newsletter. This occurs when you send irrelevant materials to the wrong person or send too many emails too often. It’s important to properly segment your list by developing buyer personas and making sure that your messaging is valuable to your reader. According to MailChimp, segmented emails have a 14% higher open rate and are clicked 100% more often than non-segmented ones.
Be Aware of Spam Filter Triggers
Internet Service Providers (ISPs) are constantly trying to remove unwanted spam from filling up their customers’ inbox. While this is understandably a necessary process, it can be detrimental to novice or inexperienced marketers who are just trying to get their message across. Avoid trigger words in your subject line such as “100% free”, “act now”, “click here”, “discount”, etc. Do not place attachments or forms within your email because it will automatically be flagged by the spam filters. Also avoid using too many exclamation marks in your subject line. Using too many images or large ones may also affect the delivery rates. Provide both plain text and HTML versions to establish legitimacy with the ISP. Proofread your content because misspellings are major spam filter triggers.
Email marketing is still a viable and effective tool in your arsenal if done correctly. It can be a great platform for brand awareness, help keep your brand top of mind, and nurture a relationship with prospects and returning customers. Just keep in mind these simple tips to improve your email marketing strategy.
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