EMAIL MARKETING: DOS AND DON’TS

Email marketing has the potential to reach out to multiple audiences at a time. But how do we ensure that it reaches the inbox without going into spam? And how do we aim at converting our clients?

To solve your queries, here is a list of dos and don’ts for email marketing to help you perform better as well as get the attention of your target audience.

Dos

1. Grow email list and keep business in mind

Get your customers to subscribe to your newsletters instead of purchasing an email list. However, your job only begins when customers or users have subscribed. It is your prerogative to send them a welcome mail and follow-up with offers and updates. Do not make them wait to hear from you.

2. A well-drafted mail attracts more business

The email header grabs the audience attention almost instantly. Hence, it is essential to write crisp, concise as well as interesting. While the header is important, you should not forget the pre-header text which is almost equally important as the subject. Starting from the email id of the receiver to the closing signature, every element should be checked for typos and broken links.

3. Create a Segment list

A generic email has a high chance of getting ignored, you must add a personal touch to the email. If you want to attract customers, keep track and report of the emails that are being opened most and the kind of audience opening it. You can make segments of the email list based on the time zones, gender, and preferences. Always try to create a user journey with valuable content.

4. Monitor Bounce Rates

Business works best when you are aware of your reach and the conversion rate. You need to keep track of who is opening your emails and how many times it bounces back. There are several reasons for a mail to bounce – an error in email id, inactive email or if the recipient’s inbox is full.

As per industry standards, the bounce rate should not exceed 2%. In case you continue sending emails to the same address without action or investigation, it will damage your reputation with the server.

Don’ts

1. Forget Mobile

According to a research 50% emails are accessed on phone; hence it is important that the emails sent are compatible with our smart devices as well. We risk losing out on our audience and thus some prospects if we miss out on a large audience. Responsive design is the best solution to this issue as it is adaptable to any screen, be it a phone or a laptop.

2. Avoiding the Spam box

While you would be often tempted to write words like “free”, “offer”, “100%”, Amazing” and “act now”, using these words are sure to make your email enter the spam list. However, you can use these words sparingly to get your message across to your customer.

3. Using all caps or Excessive punctuation

You would have often received messages from your spouse or even mother with the words “ANSWER THE PHONE!!!” You know that someone back home is not pleased with you and you are in for some trouble. Now imagine using all caps and so many punctuations in the subject line of the email, it comes across as if the customer is being yelled at. Chances are that the mail will be instantly deleted, ignored or marked as spam. Use all caps and punctuations sparingly else, you may lose out on customers.

4. Buy Lists

Purchasing an emailing list may be the easiest way of getting contacts. However, it is not the most effective method. The list that you will be provided may not be relevant to you. Also, chances are that the individuals are not aware of your brand and the content you send may not be relevant to them. Hence, they may choose to ignore your mail.