Is there anything worse than spam emails? Even as a marketer, there is virtually no way that you could have lived this long without receiving an endless stream of email advertisements that either go into a folder that is automatically deleted after a little while or deleted manually because it does not have anything of value. That is, unless you live in a quiet log cabin without Internet and have never set up an email account. If this is the case, to get somewhat meta, we are wondering how you would even be reading this blog!
Regardless, it is very easy to mess up email marketing campaigns – all too often it will be somewhat comfortable, affordable and not seem to really need much diligent research or work. This is how so many good intentions end up leading to unproductive outcomes and poor returns on investment. Let’s make sure you know what it takes to not fall into this category, beginning with some of the mistakes and missteps commonly made by email advertisers today.
Just because something is not as expensive as other forms of marketing does not mean it can be frivolously managed. After all, these ads will represent your brand, for better or for worse, until deletion do you part. There is plenty of information and research to be had to guide your decision-making procedures in email marketing campaigns, and following the best practices of these endeavors can help you turn water into liquid gold before long.
Do’s and don’ts of email marketing
A recent 1to1 Media post listed some of the most common reasons why email marketing campaigns fail, focusing on the issues in these communications that lead consumers to do anything but click. According to the news provider, roughly 57 percent of consumers who responded to a recent survey stated that they only read about one-quarter of all messages from businesses in their email inbox, while the digital letters that do not contain promotions and discounts tend to be the most commonly deleted.
Other, more subversive issues were also found to be significant issues in the report, including the inclusion of irrelevant content that does not really carry a valuable message and, as such, is not worthy of the click, the source explained. Furthermore, 1to1 Media noted that the frequency with which mailings are sent plays a major role in brand recognition through this medium, and most individuals are likely to respond better when fewer communications are sent each day.
So remember: be careful with sending frequency, content must be valuable within the emails and including some form of a discount, deal or special will drive the effectiveness of an email marketing campaign higher.
The benefits of brevity
The Business Journals recently affirmed new research has indicated that too much verbiage in email marketing is one of the main reasons why engagement drops among recipients. The news provider stated that roughly 20 lines or less of content accompanied by a maximum of three images would be the perfect balance for the common email marketing recipient, and any more will lead to less reading and hence poor brand recognition.
Keeping your email advertisements brief is not necessarily an easy endeavor, as you will still want to ensure that the communications are valuable in and of themselves. So, if you do not feel entirely comfortable with your ability to strike the right chord in these matters, consider seeking out professional support to do so, as trying to increase the stature of your brand and avoid issues that negate engagement is a worthy investment indeed.