I have worked in Digital and Internet Marketing for a long time, and, as a result, I have run my fair share of e-mail marketing campaigns. I also have a wife who has purchased her fair share of items online and is therefore often (okay, always) on the receiving end of such campaigns. (I’m not exaggerating; her Gmail account alone has over 25 thousand unread e-mails from various companies. It’s insane.) Today, e-mail marketing has taken the place of traditional door-to-door selling. So what makes my wife, or other potential customers for that matter, open “the door”? When creating e-mail marketing campaigns, put yourself in your customer’s shoes and consider what they will be thinking when they receive your e-mail.
- “Who is the Sender?” You would never open a door without checking first to see who was on the other side (or maybe you would, but just know that’s totally NOT safe), so why would you open an e-mail when you don’t know who is sending it? (Again, it’s really not safe.) In fact, according to Club Cloud Computing, 3 out of 4 people are victims of cyber-crime because of hackers. This is why it is important to make sure your company’s name is clearly displayed as the sender.
- “What is the Purpose?” Subject lines are like the appetizer that introduces the main course. They need to be enticing enough that the reader wants more, but not annoying. Avoid using all caps and don’t be vague. Don’t use any silly hoaxes just to get people to open your e-mail. Not only is it rude, you lose credibility and trust with your customer.
- “Is My Content Streamlined?” Make sure your content is both easy to read and visually appealing. Avoid cramming too much on one page – the more streamlined your message, the better the customer will be able to actually read it. That being said, having links that connect to appropriate pages embedded in your e-mail is vital. Just make sure the links get the reader to where they want to go. For instance, it’s not very convenient for the customer to click on an image of shoes only to be taken to a page of sweaters. Again, you will lose your customer’s trust and will appear unreliable.
- “Is it Mobile Friendly?” Ensure that your campaign is mobile friendly. Fewer and fewer people are using a desktop computer or laptop to check their e-mail as more and more people are turning to their smart phone to stay up to date with their electronic correspondence. This means you should avoid using Flash if at all possible, since many mobile devices don’t support it. If an email marketing campaign isn’t mobile-ready, you will lose a large portion of your audience. After all, why should they click if they have no idea what they are clicking?
Just remember, to run a successful e-mail marketing campaign it takes more than a good designer. Make sure readers want to actually open the e-mail they receive, essentially opening the door for you to sell your product or service. Feel free to comment with your insight on lucrative e-mail marketing campaigns or tweet us at https://twitter.com/thenetimpact.