Email Marketing – The Dos and Don’ts
Email Marketing campaigns are a very good way of making sure your business/company is getting in front of its target audience. They are also great for targeting new audiences, as well as keeping loyal clients/customers up-to-date.
Designing and uploading an email
There are many platforms on which you can design your own emails, however these restrict you to their own choice of email templates. These are great if you are looking for a quick and fairly easy way of designing, uploading and updating your emails in-house. On the other hand, if you are wanting something more bespoke you can go down the root of coding your email using HTML, or outsourcing another company to do this for you. Don’t restrict your creative ideas when it comes to email marketing by choosing to stick to a generic email template. Wether it be designing a custom template for your company or coding HTML emails, we can be your source of beautifully designed emails.
Checking an email
You should always check the email before sending it to your clients/customers. You should be able to send a test email from the website that you are using to send your emails. If you don’t send your emails yourself you can ask whomever is designing or uploading it ready to send for you to send you a proof of the email first. It is important that you do this to be able to see what your clients/customers are receiving when your email is sent to them. Check and double check it just to be sure, look out for things such as it displaying correctly in your inbox/browser, links working, links being directed to the correct place, spelling mistakes, or any other possible mistakes that could have been made whilst designing the email itself. It is also helpful for someone else who hasn’t seen the email before to check it, as they might be able to spot something that you haven’t.
The subject line is one of the most important elements of your email as it is the first thing your clients/customers will see in their inbox. It has to make a big impact as well as a positive impression to make them want to open it. What do you do with emails that don’t sound interesting to you when you read their subject line? Send straight to the trash? The subject line of an email has to appeal to you within a very short amount of time because it is far too easy to press that delete button, especially when you have other things on your mind and you’re busy at work.They have to be ‘short and snappy’ because no one has the time or patience to read a long subject line. It is also probably best that you don’t use capital letters for your subject line, you don’t want to put people off because they feel like you’re shouting at them. Punctuation… if you use a lot of punctuation in your subject line your email could get stuck in someones spam or junk, for example: ‘Spring Sale Now On!!!!!’ if you are using punctuation use it sparingly: ‘Spring Sale Now On!’, one exclamation mark is enough to draw attention.
Mailing lists and collecting email data
Your mailing lists are the group of people that you are sending your email to, you can have multiple lists for different target audiences. For example if you were selling two types of products and one was targeted at businesses and the other at schools, you can have two mailing lists – one that would be sent to businesses and the other that would be sent to schools. The emails that you send your email to have to be legitimate, they have to come from a proper source (a person that has signed up to your email newsletters). You shouldn’t buy email data (people that haven’t signed up to your email newsletters), this isn’t the right way to collect email data because it is very likely that you will receive a lot of bounce backs and/or unsubscribes, as well as some people actually reporting your email. If these things happen too many times or if you have been reported and/or have too many bounce backs/unsubscribes after sending just one email, then this could result in you being banned from sending emails from the website you are using to send them. This can prove to be a big issue because you then have to spend time and maybe even more money trying to find another method of sending your emails and even then there is no guarantee that the same thing won’t happen again. The correct way to collect email data is by capturing it through competitions, having a sign up section on your website/in-store (somewhere people can fill in their email address details), downloading brochures, etc. This way people have given their permission for you to send them emails. We can help you collect legitimate email data through managing competitions (wether it be on social media, on your website, or designing forms for people to fill in their details), we can also add a section to your website where people can sign up to your email newsletters. We are always coming up with original creative ideas to help your company/business go further with email marketing and reach out to a wider target audience.
Sending an email and checking results
When sending an email (if you are sending them yourself) you should always check that you have entered the subject line, the from sender and the reply to email. You then need to choose your mailing list that you are going to send it to and schedule a time for the email to be sent if you are not sending it straight away. It is advised that you don’t send emails on Mondays as people tend to get into work, go through all their emails from over the weekend and delete the ones that are not of high importance at that moment in time (most probably anything that is not directly work related). This means that they probably won’t even give your email a second thought and they won’t even see it. The prime times to send emails are at lunch time (12:00 – 13:00) when people aren’t working, closer to the end of the week (Wednesday lunch time – Friday) when people are more relaxed and are more likely open to reading your emails and it can also be best to send them on evenings (e.g. Thursday or Friday evenings), when people have just got in from work and log into their emails from home. However, this is debatable because some people might not want to even think about logging into their emails straight after finishing work. Once your email has been sent it is a good idea to check its results after a week of it being sent out, this allows you to see how many people opened the email, how many people clicked on your email, how many unique opens and clicks there was and how many unsubscribes and bounce backs you received. You can then use this information to improve your next email send, either by changing the design or changing the time and date you send the email to see if you get better results. If you don’t want to manage sending your emails yourself we can manage them for you, we can also send you the results from your emails and send them whenever it suits you so you are still in control of your email marketing.
If you are thinking of starting an email marketing campaign and need support or advise, get in touch with us today to discuss your future in email marketing.