The Essentials Of Direct Email Advertising
Direct email marketing is a kind of email marketing in which email messages are delivered to prospects directly. This marketing strategy focuses not only on selling products and services but also on strengthening customer relationships. The way marketing is done has changed as a result of digitalization.
Traditional marketing methods such as direct mail campaigns, on the other hand, continue to have a well-deserved role in a broad spectrum of marketing initiatives. There are firms that prefer direct mail marketing over other forms because it allows them to create a well-organized and successful marketing campaign with more flexibility, cost, and user-friendliness.
Understanding Your Clients
To convert your leads into sales, the first step is to get to know your clients better. A thorough grasp of your customer's profile, including their age, gender, shopping and buying behaviours, views about trends, goods, marketing and media, and lifestyle preferences, may help you better shape your direct mailing campaign for the targeted list, resulting in improved sales. This information may assist you in deciding which messages to employ when connecting with leads.
Because of its ubiquity, social media has gotten a lot of attention for its marketing possibilities, and it's easy to see why. Marketers adore sexy and new(ish) things, and social media is both.
While Facebook, Twitter, and Pinterest may be receiving all of the marketing attention right now, email remains the most effective direct-marketing medium — not just in terms of outcomes, but also in terms of customer choice.
Consumer demand for permission-based email marketing continues to increase, according to data from major email marketing platforms and testing. According to some surveys, customer preference might reach as high as 77%. In reality, the research suggests that email is regarded as the best method for communicating directly with clients.
Email marketing, when done correctly, may provide spectacular results. According to some research, every dollar spent on email marketing may provide a return of up to $40. However, many marketers find email marketing to be a challenging medium to grasp. An email marketing campaign has a lot of moving pieces.
There are hundreds of options, ranging from subject lines to send timings to design. However, if not properly addressed, any effort might be jeopardized. Unlike social media, once you transmit anything, you can't take it back. Even with all of the drawbacks that email marketing entails, it's difficult to imagine a more appealing medium for target marketing.
Marketing nirvana, also called engagement, is frequently the outcome of outstanding content combined with solid analytics and a smart strategy. While email marketing has many technical features, such as code intricacies, transactional marketing, and analytics, the emphasis of this essay is on the three most important factors for efficient email marketing: content, design, and deliverability.
Consumers need high-quality content; everything else is academic without it. Let's take a look at all of the elements that contribute to content being interesting, effective, and relevant. Design with a specific purpose in mind so you can tell whether it succeeded. The design of a newsletter should be treated in the same way that a website or landing page is.
Know why you're sending the email and what you intend to accomplish with it. “What is the one thing you want individuals to do when they receive this email?” sit down with your customer or supervisor and ask them simply.
You may have to compel them to choose only one at first! It's difficult to design to support 10 distinct aims, but you can create to support only one or two. You may determine if you've achieved your aim in a variety of ways, as we'll explain later.
Personalize Your Emails
One of the most common blunders made by today's marketers is failing to address a subscriber by his or her first name. This little action has a significant impact on click-through rates. In fact, emails with a recipient's name had a 7% greater click-through rate than those without.
Respect Your Reader's Time And Attention By Not Wasting It.
The email inbox is a loud and hectic environment. Hundreds of more emails have already been added to the mound, which is surrounded on all sides by folders, calendars, and notes. The average user is unlikely to be waiting for your email with bated breath, so make sure it doesn't waste their time when it does come. Instead of burying the content behind a pile of greetings, headers, and photographs, get to the point swiftly. Determine why someone might desire your email and inform them as soon as possible.
Create Intriguing Topic Lines
A decent subject line should be between thirty and fifty characters long (including spaces). It should also convey a feeling of urgency and provide readers with a preview of what they may anticipate when they open the email. Note: An Outlook client can only accept 65 characters in your subject line before breaking and inserting a tab-length break.
Incentives May Be Used To Boost Open Rates
You may raise open rates by as much as 50% by including an incentive in your subject line. Good, incentive-focused subject lines include “Free shipping when you purchase $25 or more,” and “Receive a free iPod with the demo.”
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Grammar And Spelling Are Crucial
Although we live in a world of SMS abbreviations, acronyms, and emoticons, test after test has proven that perfect language in your email increases conversion rates.
Allow an English major (or a professional copywriter) in your workplace to evaluate and revise your email. It just takes one user seeing a grammatical or spelling error in your email to start a social media campaign that makes you seem less professional than you really are.
The Significance Of Segmentation
Engagement is the one email statistic that outperforms all others. When someone opens an email from a certain sender, they are more likely to open another form from that same sender. When a marketer makes a mistake, these receivers are also more forgiving.
Marketers should segment their engaged subscribers and provide them specialized, customized content to build up the connection to guarantee that all necessary is done to target these valuable jewels. Segment your lists since one-size emails don't fit all subscribers.
A Word Or Two On Spam And Legal Compliance
While this may technically come under the deliverability area, it's critical to grasp the fundamentals of CAN-SPAM compliance and how to incorporate the regulations into your content.
Marketers that send emails that do not fulfill legal criteria are frowned upon by legitimate email service providers. And adhering to the rules is a breeze. To begin, ensure that your list is your own, composed of individuals who have freely enrolled through an opt-in procedure.
One caveat: reputable list firms will let you pay to send marketing emails to their lists, but they will usually assess your content beforehand and offer you limited access to their subscriber databases. Second, in every email you send, add a clear unsubscribe link. Finally, in every email you write, mention your organization's physical address and phone number.
If you follow these three easy principles, you'll be able to prevent the majority of spam-related issues. Most importantly, you will avoid being placed on a blacklist.
One of the most difficult obstacles to guaranteeing that your email is read in the way you intended — by everyone on your list — is the lack of universally acknowledged email client standards. Developing bullet-proof email newsletters isn't straightforward, even for seasoned designers, apart from technological issues.
The most common mistake is attempting to squeeze too much information into a single email. Worse, over-design, in which fluff takes precedence over substance, diluting the message you're trying to convey.
Maintain A Straightforward Design
Emails should not be as sophisticated as website designs; they should be well-designed yet simple. The most successful designs start with a major header picture and then go on to the main text. The simpler the design, the easier it will be to build, and the less likely there will be issues with the various browsers, email clients, and operating systems.
Above The Fold, Keep The Key Message And Call-To-Action
If your primary call-to-action does not display “above the fold,” or the visible area when your email is initially read, as many as 70% of recipients may miss it. Furthermore, in most emails, each call-to-action should be repeated three to four times, and at least twice in shorter emails.
Keep Your Email Short And To-The-Point
With the idea that many of your receivers would be seeing your emails on a mobile device, the recommended practice is to keep the width of your design to a maximum of 600 pixels, with a preference for four to five hundred pixels. If your message is bigger than 600 pixels, you may have to ask viewers to scroll horizontally to read it all.
That's a big no-no. While there are ways to make an email adaptable to every device, avoiding several columns is the best approach. Place a table of contents at the top of the newsletter, below the introduction, for longer newsletters that may need one.
Choosing The Appropriate Content-Length
The amount of material in an email is also essential. You want to include enough substance to convey your point, but you also don't want to lose your audience by making it too lengthy.
Limit Yourself To No More Than Three Fonts
The less clutter you have in your email, the higher your conversion rate will be. Don't use more than two, and no more than three fonts in your email.
Background Pictures Should Be Avoided
When it comes to backdrops for your writing, stick to solid colours rather than pictures; only employ weird gradients, images, and other effects when there is no text. This is particularly critical when sending emails to Outlook clients, which display emails using Word. (When using Outlook 2007-2016, background pictures will not appear.)
Don't Take It For Granted That Your Photographs Will Be Seen
The warning “Images in this email are not shown” may appear. Your photos will not be shown by default in many of the main email clients. To download and see them, readers must click a link or a button. As a result, use text (not text with an image) as much as possible to minimize the chances of your email being misinterpreted as spam.
You cannot expect every email you send to get delivered. There are a variety of issues that your email may face on its way from your mail provider to the receiver. Due to bounces (wrong addresses), anti-spam filters (that reject the message without even storing it in the rubbish folder), and other technical difficulties, around ten percent of all bulk mailings never make it to the inbox.
Simply said, deliverability is determined by a number of criteria, some of which are intrinsic to the message (general aspect, photos, subject line, text percentage, etc.) and others of which are external and related to your database or delivery system (a clean list and a reliable email server).
As a result, boosting deliverability — or any strategy that aims to increase the overall percentage of successfully delivered emails — is a hot issue. Let's have a look at a few strategies for increasing the likelihood that your emails will make it over the internet without being intercepted.
Sending Email Campaigns From Your Own Server Is Not A Good Idea
A specialized email service provider (ESP) such as Campaign Monitor, MailChimp, or Emma is used by professional marketers. Period. Because most privately-operated mail servers lack the requisite credentials recognized by Internet Service Providers and other email providers such as Gmail, Yahoo, and Outlook, sending email campaigns from them is likely to result in lower deliverability rates.
Keeping everything in-house may make economical sense for business firms. In such a case, it's best to utilize a professional SMTP provider like SendGrid or MailJet, which will transmit your mails using only high-reputation Internet Protocols (IPs) (that is, only reliable protocols). Don't exchange IP addresses with spammers or any other service that might jeopardize your campaign and land you on a blacklist.
Avoid These Phrases In Your Email Text
There are around 200 terms that may get you into spam problems. The following is a brief collection of what are often known as “email catastrophe words.” You can absolutely use these terms in your email, and you've probably seen emails from businesses that do.
However, the more terms from this list you use in your emails, the more likely you are to have deliverability issues. To select which emails are forwarded to garbage folders, most email providers utilize complicated matrices and algorithms (or rejected completely). Recognize that each email service provider's word list is unique.
Because You Won't Receive It Back, Double-Check Everything Before Sending It
While familiarizing yourself with current email client standards is a good start, nothing beats live testing a newsletter in as many email clients as possible. Several services, like Litmus, are available to assist with design and spam testing. Many ESPs now have some type of testing capability.
It's critical to double-check that all links operate and that any customization looks as intended. I usually seem to notice difficulties two seconds after pressing the “send” button. Send some test emails to individuals who can offer you feedback upfront, and you'll avoid the agony of the sender's remorse.
Inactive Subscribers Should Be Removed From Your Mailing Lists
Send an email to those who haven't opened or clicked on your email in the last year, asking whether they still want it. You'll be less likely to be reported as SPAM, and you'll have a better chance of getting your emails out of spam traps. Deliverability concerns caused by emotionally unsubscribed recipients may be avoided by removing dormant addresses that have not engaged in the last twelve months on a regular basis.
Encourage Them To Save Your Email Address To Their Address Book
Encourage recipients to add your address to their “safe senders” list or address book, so that even if a message seems to be spam, it does not land up in the spam folder.
Provide Visible Proof That You're A Reputable Company
- Ensure that the email branding is apparent so that your firm can be recognized.
- Make sure the email branding matches the branding the user saw when they signed up.
- In the email footer, provide your firm name, address, registration number, and contact information. In many nations, this is also a legal obligation.
Analyze The Deliverability Of All Campaigns
While most marketers are only concerned with opens, clicks, and purchases when evaluating campaign analytics, you should never overlook delivery. Compare each campaign against your previous deliverability history to see whether you have an issue, and then take action.
Email marketing is a great tool for generating tangible business outcomes and demonstrating a return on investment. Here are a few crucial points to remember:
- Content reigns supreme. Everything else is merely academic without good, interesting content.
- As with most good marketing, less is more.
- Strive for easy-to-read, scannable material with obvious call-to-action buttons, from content to design.
- Have a goal in mind. Create an end goal for all email marketing initiatives. Make smart use of your lists by segmenting them.
- Test, test, and then test some more after you're through. You can't undo what you've already sent.
- To guarantee that your efforts are not in vain, follow the regulations and utilize reputable email providers.
I trust you enjoyed this article on The Essentials Of Direct Email Advertising. Would you please stay tuned for more articles to come? Take care!
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