Unfortunately due to years of spam hitting inboxes throughout the world, people have become wary about clicking on links in emails, or even opening them to begin with. By following some usability considerations, and best practices that have been formed from years of experts in the field of email marketing, you can avoid the spam approach when sending out mass emails – and here’s how:
Email Marketing Engagement with 6 Easy Tips
1. Have something to say
The first and most important point of email marketing is having something worthwhile to say in your email. Don’t just send out an email marketing campaign based on the fact you have hired a new member of staff, or done something else similarly uninteresting – make sure it is something your readers will want to know about. Here are some examples:
Award win email to your current clients, showing you are an industry leader
New product range email to previous customers to entice them back to the site
Special offers or money off vouchers to anybody relevant
2. Send emails at the right time
There have been a lot of studies into the best time to send an email in terms of getting the best open rate and engagement, and it is thought that Tuesday and Wednesday are the best days to do so. Avoid sending emails on a Monday as most people are back in work after the weekend, and the open rate for email marketing is especially bad. Another tip is to avoid sending emails first thing in the morning, when they are likely to be missed due to another emails being received throughout the day.
3. Use more text links and less image buttons
To improve the number of people clicking through to your website, try using links within the text of the email that stand out – like this – while avoiding large promotional banners and image buttons. With the increase in spam across the web, savvy users have become more accustomed to avoiding banners and images that look heavily promotional.
4. Personalised email subject lines
Firstly, make sure there is a subject line present on the email you are sending out – but that should be common sense. Make sure you personalise your email subject lines to the topic of the actual email itself. As an example, if you are sending out an email with a 50% off voucher in it, this should be clearly stated in the email subject as opposed to “Monthly Newsletter” or something else that is doesn’t explain the purpose of the email.
5. Be consistent
From the look and feel of the email to the frequency in which you send it, ensure your emails are consistent for your readers. If you send a flurry of weekly emails to your subscribers, then don’t email them for 6 weeks, which is only going to encourage people to unsubscribe – and while we’re on the subject, make sure you have a clear way for users to unsubscribe from any emails you are sending.
6. Target your audience
If you have a large and popular website, it would be a good idea to provide personalisation options for users who are signing up to your email newsletter. Allow them to refine when kind of content they receive, which will mean your emails are much more targeted to the audience in question. Send out different newsletters that are targeted to the different audience bases, and avoid the “one for all” approach that is likely to result in low open and engagement rates.