Article

Nathan Jones
Nathan Jones 15 April 2016

5 Key Points to Consider in Your Email Marketing

In this digital age and with such fast paced communication, email may not be getting the attention it deserves.

In the age of digital with a plethora of message delivery methods from social media postings, communication apps, website pop-ups, where does the humble email fall? Well it is still a pretty darn strong method of getting to the front lines. A few stats to consider:

  • 66% of consumers have purchased online as a result of an e-mail
  • 70% of mobile purchase decisions are influenced by promotional e-mails
  • 64% of people say they open an e-mail because of a subject line
  • 72% of B2B buyers are likely to share useful content via email

*stats courtesy of MailChimp.

Email still holds its own even after 22 years and new entrants to the mix such as social and other channels, for instance Snapchat. Needless to say it pays for marketers to dedicate time to getting it right, not just blasting out emails to the next available list of contacts without careful consideration.

The Power of a subject line

A strong subject line makes the difference between your carefully crafted emails enticing your readers into reading and opening your email. If you’re going to be sending out mail to new contacts then it is vital you include your company name in the subject line or make the sender name clear. Without one, your email will go unread along with the vast amount of other emails we receive on a daily basis from “unknowns”. 
There are hundreds of email optimisation articles, with some of the best from MailChimp. One interesting  take away from a recent subject line report conducted by MailChimp was on the use of the word free vs freebie. It looks as though we have become desensitized to something free being offered in an email, and historically are associated with spam messaging.

 

BG-Blog-BodyA-821x350.png
Source: https://blog.mailchimp.com/subject-line-data-choose-your-words-wisely/ 

Target Audience

Know who you want to get in touch with and create specific content that your research suggests they will be interested in and want to read. This may come in the form of a new sale or product roll out but equally news and editorial content can make for a soft approach to increasing brand visibility without seeming overly salesy. 

Why are you sending out an email?

What do you want your email to achieve with the target audience? Do you want newsletter sign ups, webpage visits, social sharing, direct replies or brand awareness. The email should focus on achieving one of these goals and may achieve a secondary goal depending on the strength of the email. For instance an email sent out about a company’s acquisition may have a primary goal of brand awareness but depending on the company this may lead to webpage visits and social sharing.

List segmentation

 

BG-Blog-BodyC-821x350.png

 

When you have a particularly large and unfocussed email list, it can be become unwieldy and difficult to keep track of. List segmentation is the breaking down of your list into smaller and more manageable segments. These could be used to identify groups who will be more responsive to tailored content/offers. For marketers purchasing large data lists with relatively unknown individuals an untargeted email with useful content will help to identify the more active members of your list. Sending unsolicited sales emails to unknowns is a sure way to get your emails ignored, marked as spam and unsubscribed.

Test, test, and test some more

Testing is vital to successful marketing campaigns and this is even truer when it comes to email marketing, because even a single changed element may have a significant effect. One method to test whether that header image or subject line is working for you is A/B testing. A/B testing in this instance could be used to send two different versions of the same email, perhaps with different copy to a target audience.

 

BG-Blog-BodyB-821x350.png

To summarise, email is still very much a force to be reckoned with when it comes to marketing efforts. It can be easy to want to take the quick and easy option of trying to send out as many emails as possible in a bid for attention. Don’t do it, it amounts to spam and your audience will just switch off. Always carefully consider your subject line and how it relates to your target audience. If you experience low open rates try a different approach with constant testing and list segmentation. Above all, be clear about why you are sending the email in the first place, otherwise your time and efforts may be wasted.

Author bio:

Nathan Jones is a Digital Marketing professional working for the full service digital marketing agency The Big Group. If you enjoyed this blog, there are many others you can read on our website.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
How To Create Landing Pages That Convert

How To Create Landing Pages That Convert

Effective landing pages are often standalone web pages written with one specific goal in mind. This goal is usually conversions or getting readers to take a certain action. Knowing what action you want readers to take is helpful for turning them into customers. This article will explain the six essentials of creating a landing page that converts.

Eric Gordon
Eric Gordon 20 March 2017
Read more
7 Advanced Ways to Reduce Email Churn Rates

7 Advanced Ways to Reduce Email Churn Rates

While you can’t always prevent readers from opting out of your emails, you can reduce the likelihood of them doing so with a few proven practices. In this article I’m going to show what many influencers do to reduce email churn and nurture a better relationship with their audience, and how you can too.

Kristian Jønsson
Kristian Jønsson 16 March 2017
Read more
12 Online Editing and Proofreading Tools Content Writers Should Know About

12 Online Editing and Proofreading Tools Content Writers Should Know About

If you've got great ideas to share, but your content is riddled with errors, you could lose the trust of your readers and your credibility. Get through this editing process quickly and painlessly, by enlisting the help of some online editing and proofreading tools, so you can get your error-free content out there and read.

Gloria Kopp
Gloria Kopp 22 March 2017
Read more