As we already know, email marketing isn’t the ‘new kid on the block’ when it comes to internet marketing, with the social media giants blasting their way onto the scene a few years ago. This being said, according to some of the latest research over 70 percent of email marketers say the impact of email marketing is increasing, not decreasing.
Anyone who regularly uses email marketing will tell you that getting emails delivered to the recipients ‘Inbox’ and getting the email through spam filters are huge parts of the battle they constantly face. While plain-text emails will receive the poorest return-on-investment numbers, some internet service providers are blocking HTML emails, only allowing text emails to be delivered.
So the question is this: Do I produce email campaigns that will sail through the spam filters or do I produce ones that will generate results? Put simply, there is no easy answer to this question. There are, however, some tips below that may make you think about doing things a little differently on your next campaign:
• In place of a long email campaign, why not try a shorter, more compact format. It has been shown that emails using the ‘postcard’ format have received 75% higher click rates.
• By split-testing your email campaign, the smallest change could generate significantly higher ROI. Altering a subject line, changing an image or even an entire article within your email campaign could considerably affect your results.
• Consider putting your call to action in your subject line. This is a tricky one but can be very effective. Remember to keep you subject line short and sweet and steer clear of all of the ‘spam-heavy’ words that may cause it to drop into junk.
• Always include images in your campaigns. While 65 percent of emails now come with suppressed images, a large majority of users will manually turn those images on. It is always best to assume that a recipient will see the images but make sure you have a text ‘backup’ should they not choose to download the images.
• According to survey results, monthly e-mailings have less impact than shorter, weekly mailings. Be careful with this one too because this could be related to the type of business you are in and the kind of email campaigns that you send out. If you are an e-commerce store and have constantly changing product lines then it is important to send emails more frequently to keep your audience informed. If you are company that is sending out a newsletter to keep your subscribers up to date on ‘goings-on’ in the company then a monthly newsletter may suffice. You can always try something new but be careful not to alienate your customers.
• Consider sending different email campaigns for your customers and your prospects, tailoring the message to them based on whether they’ve purchased from you before or not. Perhaps reward the existing customers for their loyalty and offer something different to the prospects to entice them in to becoming a paying customer.