Email campaigns seem so straight forward. You email someone, they see something they like, they buy it – simple! Yet spam filters delete thousands of genuine marketing emails a day and 80% of people delete emails unread, so even passing the first hurdle can be difficult. There are five hurdles in total:
1. Email is received
2. Email is opened
3. Content is read
4. Links are clicked
5. Sale is made
The further you get down this chain with any customer, the more likely it is that the next piece of digital marketing will be successful. However, many email campaigns fail at the first or second step, for entirely preventable reasons.
Email is Not Received
Any email address that isn’t working should generate a bounce back, letting you know to delete it from your mailing list. These are often mistyped emails, which is why most sign up forms make you put your email in twice.
Dodge Super Charged Spam Filters
Mail services now filter out spam as standard, capturing an estimated 10-20% of genuine e-newsletters, requested by the recipient, along with the trash. You can’t prevent it entirely, but writing an authentic piece, designed to appeal to your subscribers, will save you from most of the red flags spam filters watch for.
Write Engaging Subject Lines
What’s the biggest news in your newsletter? OK. Now, what’s the biggest benefit of that news to your customers? Digital marketing is about giving people what they want, quickly and easily, so subject lines should be front loaded with the best bits. Discounts, freebies, coupons and breaking news often get clicks, but so do well crafted articles targeting your audience.
Make Every Paragraph Count
Your readers are busy people, so keep it short and snappy. As a general rule, short pieces (up to about 300 words) are best, and if you can say what you need to in 100 words or less, that’s great.
Images May or May Not Load
The right picture can be worth more than a thousand words, but only if it loads. Many mobile email clients don’t load images by default, so the text needs to stand alone. Product images are a great sell, but atmospheric images have less impact.
Lots of Links
If you’ve got a picture of a product, a product name, you mention an article on your site or a colleague who is a specialist, include a link to the relevant part of your site. Make it such that whatever people click on, it takes them somewhere they want to go.
Create Targeted Landing Pages
If you link to your homepage, customers will have to hunt to find the product they were just reading about. And many of them won’t bother. Instead, link directly to the category or product page. In some cases, it’s worth creating an landing page. This is simply a page that brings together a group of elements in one place. For example, if you were a department store sending a ‘summer fun’ newsletter, you might create a page full of links to sunglasses, picnic blankets, beach towels and so on.