Wham, Bam, Thank You Spam

By 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?

  1. 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.
  2. 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.
  3. Keep the content in the email – it’s proven that most people don’t open attachments.
  4. Use a great title – that can make the difference between people opening the email…or not.
  5. Beware the use of photos.  They look great, but many people have their email clients set to leave photographs hidden for security reasons.
  6. Keep the content simple – allow people to scan the content and pick out what they need.
  7. Personalise the content as much as possible – I want to know your email is to me.  Not to 3000 other people.
  8. 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.
  9. Keep it relevant.  By segmenting your customer data, you can send relevant information and promotions to the right people.
  10. 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.

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