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Email marketing - the dos, the don'ts and the dodo


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Emails are low cost, easy to manage and great for analytics. Take a look at the dos and don'ts of email marketing.

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Email marketing - the dos, the don'ts and the dodo

  1. 1. Email marketing The dos, the don’ts, and the dodo
  2. 2. Emails are low cost, easy to create and can be used to send to many, many recipients all at once. More than 132 billion emails are forecast to be sent daily by the end of 2017 – so your business is under pressure to grab attention quickly with them. But how do you ensure your business’s emails stand out? We’ve identified the dos and the don’ts for you when it comes to email marketing. And you’ll find out what the dodo is all about! Introduction
  3. 3. The Dos
  4. 4. 20 times more cost-effective than traditional media. But to boost it even further, are you considering some of the basics when it comes to effective email marketing? Do have a clear vision of why you’re sending an email • With each email, think about the recipient. Why should they open your email? What’s in it for them if they do? Identify the reason and purpose for emailing. • Set a goal that you wish to achieve with this email. Don’t stress if you don’t succeed – just think about what you can improve with your next one. Email is said to be The Dos
  5. 5. It’s imperative to keep testing your emails to see what works best for your target audience. Think about the following: Subject line: try short vs long copy; adding in personalisation vs no personalisation; or posing a question vs making a statement. Sender name: are more people likely to read your email if sent from a recognised name vs your company’s name? Timing: try sending on different days of the week and different times of the day to see if there is a time when your audience engages with your email more. Email length: does an email with less content work better than a long email that goes below the viewing window? Layout: whether it’s use of imagery, copy or how many links you have on your email, consider changing the layout to see what works best. The Dos Do test, test, test!
  6. 6. Do think mobile and tablet With more than 50 per cent of emails opened on mobile, it’s vital that yours are responsive to smartphone and tablet screens - not just desktop. Do segment your audience By segmenting your audience and/or creating personas, you can tailor and personalise your message to suit the people you wish to talk to – ultimately improving results. Do add email to your content calendar Although email isn’t strictly ‘social media’, if you’ve got a great piece of content why not showcase it by sending it via email? Do keep an eye out for competitor’s emails Sign up to receive your competitors’ emails - this way you can see what they’re talking about and how they’re communicating with their (but potentially your) audience. The Dos
  7. 7. The Don’ts
  8. 8. Here are some considerations of what to make sure you don’t do when it comes to email: Don’t include more images than copy • To avoid spam filters, the recommended ratio is 80 per cent text to 20 per cent images. Not all spam filters work the same, but; most email programs will block the automatic image downloads by default. The Don’ts Given its cost-effectiveness and scalability, don’t let your email marketing efforts go to waste.
  9. 9. Whether it’s visiting your website, phoning a contact number or clicking on a “read more” link to your new blog, make sure you have a very obvious call to action. With each email, think about the recipient. Why should they open your email? What’s in it for them if they do? Once they’ve read the email, what’s the next step you want them to take? Is this clearly laid out for them? The Don’ts Don’t send an email without a clear call-to-action.
  10. 10. The Don’ts DON’T sit and rely on old data It’s good practice to cleanse and regularly update your data to ensure you’re targeting the relevant people with your marketing. Remember that B2B emails are on an ‘opt-out’ policy in the UK, so don’t be afraid to target more business contacts. DON’T put a timeframe on your newsletters If you already send out an ongoing newsletter or bulletin to customers, don’t include “monthly” or “weekly” in its title unless you’re absolutely sure that time and resource will be allocated to undertake this. Using the vaguer term “regular” instead reduces pressure on you. DON’T panic too much about ‘unsubscribes’ An ‘unsubscribe’ isn’t necessarily a bad thing. It usually just means the unsubscriber is not interested in what you’re sending them. Therefore it’s an easy way for your data to be cleansed - meaning that your emails will only be sent to those that are interested… Quality over quantity!
  11. 11. The Don’ts DON’T send an email without a prior test send Before you release an email, make sure you send yourself several test copies to certify that images are all correct, copy doesn’t have spelling or grammar mistakes, and links go to the right place. And one final don’t - DON’T take anyone’s guidance on email as gospel, even ours. If you do take one thing from this blog, it’s that the most important consideration is that emails need to be tailored to your audience. Work with your email provider to develop your own best practices based on your audience’s behaviour. If you keep this in mind, you’re onto a winner!
  12. 12. The Dodo
  13. 13. Why the Dodo? Because it’s alliterative and helped to create a stand-out title – which is what your subject heading needs to do too, in the right way. Using the right language isn’t just important to avoid your email ending up in the dreaded spam or junk folders. It also helps your email get read. Before you send your email, why not test your subject line using this tool which predicts the likely open, click and bounce rates.
  14. 14. It’s fair to say that emails are unlikely to become extinct (like the dodo) any time soon. So with people receiving hundreds of emails a day, you need to make sure your content stands out in a time where people are constantly digesting information and marketing messages. For help with your email marketing, call us on 01962 893 893, email or tweet us @RemContent.