You send out emails announcing new products or sale events and, while email marketing is relatively inexpensive, you wonder how well it’s been working. This blog will look at why email is a great marketing and sales tool, and what companies can do to increase the effectiveness of any email campaign.
Is Anyone Reading My Email?
Do you ever check your spam or junk folder? Of course not. Why would you? It’s junk, right?
When your company sends email marketing, do you ever wonder how many junk folders your email is being directed to? Ever wonder how many recipients will never know they’ve received some great offer from your company? If you answered affirmatively to either of the aforementioned questions, then you’ve also asked yourself, “How effective is email marketing? Would the company’s resources be better spent doing something else?”
Here are the surprising answers to those last two questions: Email marketing can be extremely effective, and there is no way a company will get as much bang for their marketing buck as they will through email. Social media may seem fresh compared to stodgy, old email, and social sites can certainly reach a large audience, but according to Web FX, email marketing has several advantages:
- Email is Targeted – Run an ad in a newspaper, on TV or radio, and—out of the thousands of people exposed to your ad—only a tiny fraction will actually take note of your message, with an even smaller fraction who are interested or respond. Email marketing targets the exact audience you want, based on demographics, location, and other data. Plus, you can personalize emails, which results in higher conversion rates.
- Email Increases Brand Recognition – Email marketing gets your brand in front of eyes that either are currently interested or will be interested in the future. Your brand will be in the forefront of the recipient’s mind when they need the product or service you offer.
- Email Marketing is Measurable – Through metrics such as open rate and click-through rate, you can gauge your email’s effectiveness. Use A/B testing to see what works and what doesn’t, and create emails that recipients will open, read, and act upon.
- Email Marketing is Cost Effective – No printing costs, postage, ad space, or any of the other of the many costs involved in traditional marketing. Campaign Monitor says emails bring in $44 for every $1 spent; an astonishing 4400% ROI.
Creating Effective Emails
Having just provided all the reasons to pursue an email marketing strategy, there’s one crucial caveat that needs to be considered before embarking on a successful email campaign: If your email looks boring, no one is going to give it a second glance.
- Include the Sender’s Name – Letting the recipient see immediately who the email is from may save your message from the junk folder. A/B test whether the “From” shows just the company name or the first name of the sender and company, such as “Bob from Acme.” Don’t use free email addresses or a no-reply address.
- Include the Recipient’s Name – We all like the personal touch, and when you use the name of the person you’re emailing, it immediately builds a relationship. Just be certain that the language of the email reflects a one-on-one communication. Don’t write as if you’re addressing a group if you want to give the impression you’re sending a personal message.
- Keep the Subject Line Short – Less is more when it comes to subjects, and six to ten words is optimal. Make the subject simple yet compelling by using humor, shock-value, asking questions, employing numbers and/or lists, or any proven click-bait wording.
- Avoid Spam Triggers – Use certain words in the subject and your email is headed straight for the junk folder. Even an exclamation mark in the subject could doom your email. Luckily, Mannix Marketing has compiled a list of 100 words to avoid using in the subject to keep your email from being noticed by the spam filter.
- Optimize Preheader Text – This snippet tells the recipient what the email contains, so it needs to be interesting and inviting. Keep it short, as different devices have different numbers of characters they include in the preheader. Use strategic words like “promo code” or “free for a limited time.”
- Optimize for Mobile – The days of assuming businesses are using desktops or laptops are over. Many of the people you’re emailing may not even have an office, using mobile devices for everything. Consequently, email marketers must consider both the small size of mobile and the amount of competition for the recipient’s attention. When Google began indexing for mobile, a shift occurred that indicated mobile was the primary way of accessing everything online, including mail. Too much text, content that stacks oddly, buttons and links that are too small are all going to ensure your email gets deleted as soon as it’s opened.
Email marketing can be one of the most effective means of introducing your company and your brand to new customers and building personal relationships with current customers. To create an email that works mainly requires a version of the golden rule: Send emails to others that you wouldn’t mind getting yourself.
Think about the type of emails you open and the type of emails you delete. Are the subject lines funny or intriguing? Do they contain an appealing offer? Is the sender someone you like or are familiar with? Does the email text use your name throughout? Are the graphics clear and is the text easy to read?
It takes a bit of thought to reap the rewards of a well-planned email campaign. If you don’t have the time to focus on the emails you’re sending, maybe you should contact McFadden/Gavender. Our team of email marketing experts will provide just the right copy and graphics to make your email marketing a success. Plus, our analytics pros will keep track of open rates, demographics, the type of devices used to open your emails, and more. McFadden/Gavender is ready to take your next email campaign—and your brand—further.