We all receive marketing emails from a business we showed some interest in at one point or another. If you’re like most people, you may receive a few marketing emails per day. If you’re also like most people, it’s safe to say that only a select few of these catch your eye while many others go unanswered. If your business’s emails are ending up in the unanswered category, it may be time to revise the content and structure of your emails. Here are a few Do’s and Don’ts of successful email marketing.

Do

Use catchy/attention-grabbing subject lines and preview text.

This is the first point of contact between you and your potential customer, it is what encourages them to move forward and read the content of the email. A boring subject line may push you out the door before any of your content is even viewed. Keep in mind that you only have so much space to work with so short and intriguing is the way to go.

Do

Be consistent with your brand.

If your business promotes eco-friendly materials with nature pictures and a green-colored logo, then your email’s content should reflect the same imagery and logo. The average person skims through marketing emails in only a matter of seconds. If a customer doesn’t recognize your brand quickly, you may have already lost them. Remember, your emails should work to build your brand, not clash with it.

Do

Show that you know your customer base’s values.

Most people usually want to read information that is relevant to themselves. For example, if your business is a bank, then it is likely that your customers value saving money. Perhaps open with text that includes this value to catch their attention: “Enjoy saving money? XYZ Bank is here to help you with your goal!”

Don’t

Limit yourself to purely using text to talk about your business.

Graphics and pictures catch people’s attention. Many people these days are visual learners as well as visual communicators. Capitalize on this by including relevant images to capture the reader’s attention and drive your point home. A brief warning: Too many images can be overwhelming, try to focus on quality rather than quantity when it comes to imagery.

Don’t

Make your email any longer than it has to be.

Many consumers don’t like to read a bulky email, especially when it is interrupting their day. Filler and over-explanatory text may cause your potential customer to lose interest in your emails over time and begin unsubscribing. Depending on the type of business you run, a short reminder to your customer that you are there to help may be all that you need.

Don’t

Forget to personalize your emails.

As mentioned earlier, people like to read information that pertains to them. If your email opens with Hello Jane Doe, it is more likely to resonate with Jane Doe than an email that simply opens with Hello Customer. It may take more effort to personalize your emails, but the effort pays off when more emails are opened after the readers see that the text was intended specifically for them and their needs.

 

Email marketing is a tricky field to navigate and every customer is different. If your business’s email marketing efforts are going unanswered then contact Jessica Chabot, Vice President, Client Services of Millennium Agency at www.mill.agency.