Wham, Bam, Thank You SpamBy joanne | 7th September | Marketing Ideas, Marketing Skills
I don’t know about you, but I receive so many email offers for Viagra that the whole world seems to be talking about it – I’m almost tempted to buy some, beacuse I feel I must be missing out!
In all seriousness though, these emails must work…otherwise they wouldn’t use them. On average, you can expect a return of between 0.5% and 10% on a cold email list, so the more people you spam, the more people buy. But that doesn’t help the average, ethically-conscious company who has an important message for their customers.
So what are our top tips if you’re using email to reach your customers?
- Don’t just use email because you think it’s a cheap way to contact people. It must fit into your marketing strategy and bring you a return on investment.
- Send to people who ask to be included on your mailing list, rather than collecting business cards and sending your email to as many people as possible – you’ll just upset people doing the latter.
- Keep the content in the email – it’s proven that most people don’t open attachments.
- Use a great title – that can make the difference between people opening the email…or not.
- Beware the use of photos. They look great, but many people have their email clients set to leave photographs hidden for security reasons.
- Keep the content simple – allow people to scan the content and pick out what they need.
- Personalise the content as much as possible – I want to know your email is to me. Not to 3000 other people.
- Ensure the content is interesting… with the best will in the world, I don’t really care if you have a new building, or if Jenny from Accounts is having a baby. All your customers care about is what’s in it for them.
- Keep it relevant. By segmenting your customer data, you can send relevant information and promotions to the right people.
- Monitor your results. Test and measure and find out what works and, more importantly, what doesn’t.
And… if all else fails, consider reverting to post. This good, old-fashioned marketing method is staging a comeback amidst all the email traffic. And a great envelope and mailer can still stand out from the crowd.