Email marketing is a deceiving way of advertising. On one hand, small businesses think about the huge amount of persons who will be hearing about them. But on the other hand, there’s no certainty that those e-mails will ever be open. Especially nowadays, when tons of spam mail gets to every one of us hourly.
Due to the big number of correspondence, people ignore any message that is not coming from a friend. And even so, there are still chances that even those mails should be sent by hackers. What is there to be done? Next, you will find some useful tips on how to efficiently use email marketing.
Avoid markers that will classify your e-mail as junk
Mail providers use some filters to separate the “good” messages from the “bad” ones. For example, any e-mail that contains the following features is labeled as spam:
- A lot of capital letters;
- A lot of exclamation points;
- Other characters instead of letters @, _, *, ^, etc.;
- Strange e-mail addresses;
- Long subjects;
- Vulgar words.
As a consequence, keep a formal and professional e-mail address and a short and normal subject. Or, create an e-mail address that seems to belong to a person, and not to a company.
Find the best subject and content
Think about it as a possible customer – what kind of e-mail would you open? What kind of subject would attract you? Start with finding the best line for the subject: use strong, emotional and short words. Send the e-mail to yourself and see how it looks in the inbox.
Then, pay attention to the content. Be clear and precise. In the same time, keep it short – under 200 words very carefully chosen. People are always on the run and don’t have time (or the patience) to read long texts. So, before writing the content, answer these questions:
- What message do I want to transmit?
- What reaction do I want to stir?
- And who are my target customers?
Test the e-mail on your friends
What better audience than some honest friends? Note down their addresses and send the e-mail without announcing. After a couple of days ask them about the message. How many of them have opened the e-mail? How many have read the text? And why not, how many of them have even noticed the e-mail?
Depending on the statistic, you should know what to do next – keep the format or change it into something better.
Create a newsletter
Newsletters are the best way to make sure your e-mails don’t get into the spam folder. People can sign up and receive them easily. But be careful – do not send more than one newsletter per week. Otherwise, you will become annoying and people will lose interest.
Make the newsletter as attractive as possible – create clear structures, use simple and easy to follow graphic designs, employ nice and soft colors, and add a little bit of humor.
Introduce the newsletter smartly
The asking and the begging are out of the question. Attract the customers by presenting the company. Then, give them some examples on what will the newsletters be containing. In the same time, try not to reveal all the good stuff. Keep some surprises only for those who will actually sign up for the e-mails.
Furthermore, use the best method to attract clients – insert discount codes and other offers inside the newsletters.
Use activation links
As a general rule, people must confirm two times that they agree to subscribe to something. Use this in your favor – include activation codes inside the newsletters. By clicking on them, people will automatically land on your website too. Furthermore, if users have personally subscribed to the newsletter, this one won’t get into the spam folder anymore. As a direct consequence, customers will be more likely to read it.
Always include an “unsubscribe” button
It is only fair to allow people to change their minds. And even more, in some countries it is mandatory to include the “unsubscribe” option in every e-mail. Imagine that by doing so, you show respect for the customer. He must be able at any point to easily give up on the newsletter, without having to justify his choice.
Include the web address the contact details in every mail
Professional companies have created an automatic signature that contains the web address and the contact details. Make sure you have one of these too! Otherwise, people won’t take you seriously. After all, everybody wants to know who is the author of the message and how can he be contacted back.
Take advantage of this signature and also include some essential information about the business. Write something short and representative like “X.com – a fast book delivery service”.
Follow these indications, one by one, and after a while, your business will be out there, known to the people.