Since the General Data Protection Regulation (GDPR) came in to force in May 2018 your customers must opt-in to receive emails. This is a benefit as it means they want to hear from you! But think about how many emails you receive every day, how many of these do you open, delete or mark as spam? The time and money invested in email marketing is worthless if the emails are not read. This article provides our top ten tips to ensure that your emails are opened.
Prior to sending any emails you need an audience to send them to. To comply with GDPR, customers or potential customers must sign up to receive emails. Make it easy for them to do this, have a sign-up box on the homepage of your website or on social media pages. Offer incentives to sign-up, for example receiving exclusive access to discounts and new content.
It is important to nurture this list so it grows. To achieve this offer to add new customers to your email list when you meet them and provide the option for people to sign-up at conferences. The aim is to reach a wider audience every time you send an email.
If you do not understand your audience then it is impossible to know their interests. It is important to understand why a customer is interested in your business to know what content they would like to receive via email marketing. As you form relationships with your customers you will learn their interests and will be able to segment emails accordingly. Segmentation entirely depends on your business, it can be done by demographics, products, services and so on.
Your email will be sitting in an inbox alongside dozens of other emails. The subject is the first thing the recipient will see, and it needs to be powerful enough to make them click through to your email rather than skip to the next one. Have a look at your own email inbox, what catches your eye? A good subject line is attractive, simple and emotional. It clearly tells the recipient what the email is about and should provoke excitement and intrigue.
Once you have captured the recipient’s attention and they have opened your email you need to keep them engaged. Be clear and concise, use short paragraphs and slot in keywords that will stand out to the reader. You do not want to give all the information on your offer or new content in an email, the idea is that this makes them aware of it and to click through to your website or other landing page.
As described above the aim of sending emails is to have the user respond to a clear CTA which fulfils the action you want them to achieve. This could be to click through to your website to read your latest blog post or to fill out a survey form. Every email needs a clear CTA which directs the recipient to a particular page on your website or social media platforms.
According to research ‘emails that have a personalised subject line have 26% more chance of being opened compared to those with a generic subject line’. Try adding the recipient’s name to the subject line and in the main body of the email to increase the open-rate of your emails. You can also add your own name, signature and picture at the end of the email so the recipient knows who they are communicating with.
Add links to your social media accounts in all emails. This will allow recipients to share the content on their social media pages which means your content will reach a wider audience (for free!). This wider audience can potentially become subscribers, making this an easy to implement, powerful tool.
Although images and videos are more likely to capture the recipient’s attention be aware of the potential downfalls. Not all email providers will automatically display images meaning that they may be blocked leaving a big gap in the email, or the email may end up in the recipient’s spam folder. Consequently, do not make images and videos the heart of an email design, you can save these for your website and social media where they will be displayed as you intended.
According to research ‘66% of emails are opened using smartphone or tablets’. It is essential that emails are formatted so that they appear correctly on these devices otherwise the recipient will quickly move on to the next email in their inbox.
Make sure your emails are working properly, that they are displayed as intended, the links work and the personalisation tools are correct. If you send an email to a customer that does not look right this will give the impression that you are unorganised and rushing. Send test emails to various accounts (Google, Outlook, Gmail) and test it on various devices (laptop, tablet, smartphone) to ensure that it appears correctly across all platforms.
If you have any questions on email marketing or want to find out how the team at 2xN can assist you with this marketing tool then please contact us here.
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