Why is email marketing important?

19th April 2018

Email marketing is a fast and cost effective way of reaching a wider audience, while enabling you to target messages to the right people at the right time. It is an integral part of the wider digital marketing strategy, tying together your blog, website content, social media activity and other forms of marketing.

Having an email marketing strategy in place allows you to remain relevant to your customers, building relationships and trust. It is the most personal way of marketing to your client. We have suggested a few important things to consider before you start.

What should I include in my emails?

Different types of email:

  • Special offer – discounts
  • Monthly updates
  • Automated/trigger emails
  • Email Series – 5 days to house selling success etc
  • Free downloads, white papers or ebooks

What do all these email types have in common? Value.

Segmentation – how can I put people into lists?

Segmentation can create more personal, targeted interactions between you and the subscriber. Rather than segment email contacts yourself, why not let subscribers do it for you? By asking subscribers what their preferences are, you can tailor your email marketing to meet their needs. When your emails don’t meet your subscribers’ needs, their knee-jerk reaction may be to unsubscribe.

Seek permission – GDPR

The data protection law is changing on the 25th May 2018 and businesses need to be ready for GDPR (General Data Protection Regulation). Here are some key things to consider:

  • How do people opt in to your emails?
  • What information do you give them when they opt in?
  • How easy is it to unsubscribe or update their preferences?
  • How do you store their data?
  • How will you keep a record of how and when they opted in?

Mobile Optimisation

 Optimising your email for mobile devices is very important. 80% of users will delete an email if it’s not optimised for mobile.

What qualifies as poor formatting for mobile email?

  • Oversized or out-of-place images
  • Too much text without enough breaks
  • Multiple column layouts (without a responsive template)
  • Lack of alt text (for when signals are poor)

Top tips

  • Use a template (mailchimp, AWeber, Campaign Monitor)
  • Write for the web – clear simple language and make it personal
  • Add links above the fold and make the text descriptive
  • Check your links – double check, TRIPLE CHECK
  • Add images but make them relevant and clickable. Stick to your branding
  • Send a follow up email when someone subscribes to your list
  • Put your offer in the subject line
  • Make it personal
  • Include social sharing buttons – increase click-through rate by 157% (Sarv.com)

If you’re not staying in contact with your customers… you’re not only losing money but you’re also handing over the custom to your competitors.

So, what are you waiting for? Get in touch to find out how we can help you.

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