10 Must Read Email Marketing Tips

However email marketing remains a very popular and effective marketing medium that continues to thrive alongside social media and networking sites.

Think of it this way - there are 150 billion internet users worldwide - 39.4 million are in the UK alone (Source: eMarketer) and around 90% of those have access to and use email. By comparison, these numbers still generously outweigh social media sites and even search activities. So, how can you make sure your company get the most out of its email campaigns?

10 Checks to Help Sharpen Your Email Marketing Saw

While email marketing still holds its own on the World Wide Web, it's important to consider how recent trends brought about by ever-evolving online behaviours impact the way we access and use email. As a result, the following ten tips include some tried-and-tested advice (from the dawn of online time), along with some more progressive recommendations that will help ensure your email marketing is innovative and successful.

First, some traditional and still valuable tips that remain unaffected by time:

1. Become a Recognised Sender

Be clear, and consistent with your "From" email address and your "Sender" name. This is the first port-of-call in getting your email successfully delivered, recognised and opened and should not be overlooked.

2. Make Them Want to Read More - Be Creative with Your Subject Line

Once your email is recognised, the next obstacle is getting your email actually opened by the recipient. Two key factors remain the best way to accomplish this - your reputation and your email subject line. Take some time to hit the right note with your readers in your subject line, enticing your audience to open your correspondence.

3. Make it Personal - Address Readers by Their Name

This is pretty old news by now – but still not followed widely enough. Email broadcast tools make adding the recipient's name a simple procedure and helps turn a form letter into a personalised message.

4. Tell Them What You Want - Include Unmistakable Calls to Action

Make it simple, even obvious, for recipients to know what you want them to do next. Then, follow through your call to action with consistent messaging on your website landing page.

5. Use a Combination of Text and Images

Most email clients block images by default. This means that an email message made up entirely of images will look completely blank when it is opened. A mix of text and images helps ensure your message comes across even if the images are not permitted to appear.

Now for some more ‘next generation' recommendations...

6. Make it Easy to Unsubscribe

While making it easy to opt-out of your list may sound a little crazy, it is in line with how consumers are used to being treated on social networking sites. The ability to unsubscribe easily from a list - or stop receiving feeds on Facebook, for instance - is a key component of acknowledging consumer choice and, in the long run, ensures happier customers.

7. Bring it all Together - Include Social Links

Use your social media and networking activities to promote your newsletter, and use your newsletter to help promote your website and your social media presence. Eventually, your subscribers will be used to seeing "Find us on Facebook" and "Follow us on Twitter" buttons, and with only one or two clicks, you will have the opportunity of opening an additional correspondence.

8. Provide Greater Data Management

Web users are developing more astute surfing habits and are increasingly aware of the value attached to their data. Giving subscribers the opportunity to view and manage their data will help build trust, keep your lists updated and enable you to send more targeted messages.

9. Implement List Segmentation

With so much online content competing for consumer attention, the emphasis is well and truly on message relevancy. Collecting relevant data about your subscribers lets you segment your list to ensure you send the most targeted content possible to those who will be most interested in it. The more relevant your message, the better it is received and the more often it is acted upon.

10. Finally, Test and Learn

Activity resulting from an email, as with other online marketing activities, is very track-able. Analysing how recipients behave as a result of receiving your email message will help you identify areas to improve.

Email marketing consistently offers a solid return on investment. Adapting your efforts to accommodate Web 2.0 trends will ensure it remains that way. If you would like to explore how your email marketing activities can be improved, call us on 01483 566 277.