Top ten tips for email marketing success

Email marketing is thriving in this economic environment and is becoming more integrated into the traditional marketing mix. Email marketing is a powerful communication tool providing instant, targeted messages, at low cost, with measureable results.  Here's ten top tips from the greensplash marketing team, to get the most out of your campaigns.

1. Always send professional email communications – when sending an email, think branding and identity. Your email design needs to look familiar, consistent and similar in design style to your website. Email inboxes are busy, so make sure your design stands out from the rest, for maximum return.
2. Only send email to existing customers/prospects – There are strict guidelines surrounding email marketing, but regardless of what is legal or ethical, there is no point sending a promotional email to people who do not know you – the email will simply be deleted or marked as spam and your online reputation will suffer.
3. Understand the value of an email address – Treat your email addresses with respect, email address details have been divulged in good faith, so treat your marketing communication as you would with a one-to-one relationship.
4. Timing is of the essence – Compile a schedule of emails, detailing proposed content and timing of those messages. Eg If you are a retailer offering a discount voucher – send it on a Friday afternoon to entice people to visit your store on a Saturday.
5. Grab attention in subject lines – Ensure your content is engaging, relevant and offers value to the recipient. Pay particular attention to subject lines to entice your audience to read the content.
6. Resist the temptation to share email lists – Protect your email list and under no circumstances share it with anyone. Your list is a valuable business asset and your customers would not appreciate emails from unknown senders. Likewise, never buy or borrow someone else’s email list – it is cold selling, resulting in low response rates.
7. Explain frequency and value – Tell your audience what you will be sending, when and how often you will be contacting them.
8. Permission marketing is king – If you do not seek permission to send an email, you put your reputation on the line. Internet Service Providers work hard to block emails from unwanted senders and if your email doesn’t reach the high standards of technology, permission and reputation, your email will be sent directly to the junk folder.
9. Make it personal – Your email should not look automated or processed. Always include a contact name with a telephone number within the email and make sure you respond as soon as possible. Have a call to action section and make it clear what you would like your audience to do.
10. Monitor, test and review – Use email tracking reports to monitor how successful your campaigns are and then adjust content, timing and frequency according to the analysis.

If you would like advice on implementing email campaigns into your marketing mix, contact Carol Moore at greensplash on 01606 884123 or by email at carol.moore@greensplash.com.

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