must-havesAs technology is becoming more advanced, the marketing emails that we send are getting ever more sophisticated. But, while adding lots of bells and whistles to your marketing emails can be effective in catching your customer’s eye, you’ll only achieve success with your campaigns if you also focus on the fundamentals. There are a number of email marketing ‘must haves’ that will help ensure that your messages reach the inbox, that will mark you as a professional company, and will make your emails as user friendly as possible for your customers. Here are just a few of them:

Call to Action

Before you put together an email campaign, you should decide on its aim. For example, you may want your customers to shop in your sale, or to buy a new product that you have launched. Everything you put in your marketing email should work towards achieving this aim.

The most important element of your marketing email that will help you achieve its aim is the call to action (CTA). If you want your customers to shop in your sale, your call to action button should take your readers directly to your sale. Therefore, your CTA should be clear and simple, and make it completely obvious as to where clicking it will take your customer. It should also stand out from the rest of the email; your subscribers may want to go directly to the CTA so it should be easy to find.

This email from Voga shows an example of a good call to action. The subject line of the email promises an offer on chairs, and the call to action will take the customer directly to the items on offer. They have also used a bright colour to help the CTA button stand out:

Voga Subject Voga CTA

While not always considered a ‘must have’, personalisation is growing ever more relevant in the world of modern email marketing. Studies have shown that, on average, people receive over 100 emails a day. Anything that you can do to help your message stand out in these busy inboxes will only be advantageous.

Personalising your marketing emails can bring many benefits. Emails with personalised subject lines are around 26% more likely to be opened and read. Personalisation also works to build trust between your company and your customers, and increases customer engagement.

You don’t have to go overboard with personalisation in your emails; just including your customers name should be enough to catch their eye. Transpennine Express have done this in both the subject line and body of their email:

Transpennine Subject Transpennine Personal
Unsubscribe Link

In order to achieve success as an email marketer, you need to show your customers that you are not a spammer. One of the ways you can do this is by including a clear unsubscribe link in your emails.

While it may seem counter-intuitive to make it as simple as possible for your customers to leave your mailing list, a clear unsubscribe link will show your subscribers that you have no desire to spam them. It shows your customers that you respect them and their wishes, and they may be more likely to shop with you, or even rejoin your list, in the future because of this.

Blue Bay Travel include this clear unsubscribe link in the footer of their emails. They have also included a contact email should the recipient have received the message in error:

Blue Bay Unsubscribe
There are many more things that go towards creating a successful email marketing campaign. But, by including these few things, you will help to improve your professional reputation, and build a considerable amount of trust between you and your customers.