Thursday 6 February 2014

Maximising your Email Content

Email Content
Meaningful Messages

Why make the effort?

Even in this age of shifting social media trends, email is still ranked as one of the most important marketing channels, if not the most important. Good email content not only enhances your brand image but also allows online retailers to build a sustained marketing campaign. It is a crucial for good engagement with customers both pre- and post-sale.

In fact, studies suggest that…
·       91% of consumers check their email daily.
·       74-77% of consumers prefer to receive commercial communications via email.
·       Email marketing has an ROI of 4,300%.

Dos and Don’ts of email content
·       Test everything. Especially your subject line. 33-35% of people open emails purely based on the subject line.
·       Include easily identifiable links to your site, remembering to consider your landing page carefully. People don’t want to have to search for a product they’ve just clicked on.
·       Plan. Prepare an email marketing calendar in advance so that you know when promotional/sales events are coming up.
·       Tag your campaigns in order to monitor their success using Google Analytics.

·       Forget that around 50% of emails are read on smartphone or tablet screens. Email design that responds automatically to the device it’s opened on is crucial.
·       Write too much. Keep your copy brief and your images engaging.
·       Rely on gimmicks or spammy sounding offers to try and increase customer engagement. Your email will either end up in the junk folder, or you’ll destroy customer trust in your brand.

Tips for growing your email list
·       Incentivise sign-up with special offers for those who are subscribed.
·       Reassure clients that you won’t share their data with other parties.
·       Make sure your opt-in/subscribe box is clear and prominent on your website. 
·       Go for quality of subscribers over quantity – better a few subscribers who buy regularly than a long list of recipients who don’t even open the email.
·       Show people who aren’t subscribed what they’re missing using Twitter, Facebook etc.

Segment your emails
Remember your different sectors of target customers.
Are you trying to…
…engage with people who haven’t bought from you before? with people who haven’t bought for a while?
…encourage people who buy regularly?

The secret to great marketing…
Test everything.
The idea of a generic ‘best email marketing practice’ can only go so far. You know your customers best – and if you don’t, testing is the way to find out everything you need to know about them. The obvious example is A/B testing subject lines to determine best open rates. Other things to consider include:
·       Which are the best days and times to send out emails. This will vary depending on whether you are marketing your products to other business who are usually contained between the hours of 9-5 or individual customers who generally shop out with these times.
·       Different ways of phrasing your calls to action e.g. ‘Buy Now’ vs. ‘Add To Basket’
·       Different layouts. Mix it up, pure and simple.

Want any help or advice on email content? Get in touch on 0207 492 1929, email or visit our website.

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