Email marketing can be a great way to get traffic through your site and generate leads but let’s be honest – no one actually wants spam. You need to find away to make your content not only openable but clickable too and there are lots of tricks you can try to achieve this and here are just a few.
Cull Your Send List
Data lists can be expensive and despite the promises of quality most are charged based on quantity but quantity isn’t going to produce conversions. Go through your mailing list and remove all those addresses that aren’t producing any click throughs. A lot of people aren’t going to notice that really small ‘remove from mailing list’ link at the bottom of your email and even if they do they’re very unlikely to actually bother clicking on it.
Revamp Your Data Capture Methods for Email Marketing
You know how expensive buying data lists can be but a lot of business rely on these purchased lists for a good proportion of their total list. Another common method is just adding anyone who makes a conversion and has to fill their details out. Look at other methods you could use on your site to encourage people to leave their details. If you have a product that’s out of stock do you offer to email users when it’s back in stock? Running a free competition every month is not only a good way to build some valuable links but it also encourages people to leave their email addresses behind too.
Check How It Displays In An Inbox
When you get home from work and find half a dozen envelopes on your door step plastered with insurance logos and credit card companies you don’t bank with you’re probably not even going to give them a second thought as you throw them away. The inbox is the same, if it has a company name as the sender and a title talking about your latest special offers it’s not even going to be noticed let alone clicked. Make sure your emails are sent from a human being rather than your company name and give them an interesting and specific title to capture people’s attention.
Double Check It Then Double Check Again
A company I used to work for many years ago used to send the same mailer out every week and just change the main special offers for that week. When I started working for them I gave it a quick proof read and found several spelling mistakes and even a link going to another client’s website and another link that ended up on an old 404. It’s easy to get complacent when you’re doing the same task over and over again but it’s very important you do double check everything you send and get a second pair of eyes to double check it too.
Don’t Send It Just For The Sake Of It
A lot of business send a mailer out every week without fail but email sends are like blogs and twitter updates, there’s no point doing them if you’re just doing them for the sake of it. Make sure you’ve actually got something interesting or informative to say and if you’re just pushing the same products or services you send every week don’t bother. Make each send different by sending a mini blog post style email, talk about your industry or offer some genuinely useful help and advice. If you sell bathroom accessories send a mailer on how to change a washer, if you sell mosaics send a mailer on how to design your own mosaic rather than the same list of products.