Email Marketing is a great way of getting your message to your target audience – emails go straight to your target’s PC, laptop, tablet, phone – right there for them to view immediately.
However, a couple of recent reports indicate that whilst Email Marketing remains arguably the most simple and cost-effective way of sending a message to a wide audience, there is massive room for improvement.
Email Marketing – Right First Time
There’s little argument that clean, accurate data is essential to ensuring your message has the best chance of being seen by your target audience. However, that’s far from being the only essential to ensure good deliverability.
A recent report by Return Path suggests that only 79% of emails reach their intended recipients’ inbox, with the rest either falling into Junk / Spam folders or not landing at all. To us, this only highlights more the need to ensure that your email content is as clean, simple and free from “Spam-friendly” content as possible.
The “Exceptions to the Rule”
The report dug a little into industries and found that some fared better than others. Clothing, food, travel and hospitality achieved good results whereas media, entertainment and telecoms seemingly suffered a downwards trend.
The Importance of a Good Subject Line
This can’t be under-stated when Email Marketing, since where emails are concerned, this is your shop window. Get this wrong and your email isn’t even likely to be read for more than a second, let alone read!
The subject line has to be engaging, appealing, relevant…and short (you have nothing more than a short sentence to fit all this in!) It has to grab attention and draw the eye in the same way a picture or a photograph might.
A recent report undertaken by the Direct Marketing Association (DMA) suggests that people are becoming ever-more selective about which emails they open. Brand awareness and relevance feature highly within the report, as reasons why people open emails. This plays into the hands of those who take care of their emails and put thought into the broadcast by personalising content, keeping it simple and making the message of benefit to the recipient.
Email Saturation Point?
It’s no surprise to me that this is the case, since irrelevant, unwanted emails will only contribute to people reaching their “Email Saturation Point” more quickly. With this theory out there, you need to be certain that your email is going to stand out from the crowd if it is to achieve success.
Similarly, whilst I’m not encouraging adopting a “bombard them with emails” strategy, I do believe that regular emails do work. Frequent emails will eventually build trust and brand awareness, particularly when mixed with other channels (such as mailshots), which is echoed by the “Seven Touches of Marketing” theory.
Email Marketing has to remain an essential part of any business’s marketing strategy. When it comes to good old fashioned value for money (more commonly referred to as ROI – Return On Investment), few mediums can offer the same percentage.
That said, these reports highlight the importance of taking the time to get the Email Marketing campaign bang on. It’s easy to think that emails are simple to write and send, adopting that “win some, lose some” kind of ideology. However, if your email falls short in just one way, your whole campaign is likely to fall short in many ways.