Email Marketing Best Practice Part 2

email 2

Welcome back to part 2 of my email marketing tips!  If you missed part one, you can still take a look at it here.

Last week we covered how to analyse the numbers, and getting your head round this should give you a good starting point of how to improve the effectiveness of your email campaigns.

In addition to your thinking, here are some tips for you:

When is the best time to send your emails?

The answer to this is not when you get round to doing it!  There are a number of studies available on the web which will tell you the best time to send your emails.  These are good for a starting point, but you should be able to spot a trend after sending just a few emails out – your open and click rates will be better on certain days and at certain times.  Think of where the consumer will be when they receive your email – are they likely to be open to suggestions?  The best time will differ depending on if your emails are B2B or B2C and will change depending on your product or service, so your numbers are the most powerful here.

How often should I send emails?

Again, this will depend on whether you are B2B, B2C and what you are trying to persuade the recipient to do.  Frequency should be centred upon the recipient’s behaviour.  For example, if your recipients tend to use your product twice per month, then fortnightly emails are probably going to be the right frequency.

What should I write in the emails?

Firstly, you need to look at your subject line – it needs to be enticing enough for the recipient to actually open the email.  Once they have opened it, your content will be under scrutiny.  Using pictures is visually engaging, but remember that images are often blocked by email providers for security reasons.  If they are blocked, the alternate text of the image will be shown, so make this enticing too – one of the best examples I have seen was an alternate text that read “if you click enable images, you will see our beautiful products” – superb!  Also, consider what you want the recipient to do – the call to action is crucial in email marketing and should be above the fold (i.e. don’t need to page down to see it) and very clear.

What device are people using to view my emails?

You should consider how the recipient views your email.  If they are viewing it on a mobile, you need to make the content very simple and to the point, use large images and render specifically for mobile devices.  Most email marketing providers will tell you how many recipients use mobiles to open your emails, so you should optimise for mobile once this proportion starts getting significant.

Test Test Test!

One of the joys of email marketing is that you can see what impact your emails are having.  So, feel free to push the boundaries a bit!  Test the length and content of your subject line to see what impact this has on your open rate, test different images to see the impact on clicks.

That’s it for my email marketing tips.  I really hope that you enjoyed them and if you have an email gem that I have missed, please share it – leave a comment and let me know!

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