There is a tendency in some companies to send out tons of bulk email that results in little or no results. There are a few reasons for this non-conversion and that’s what I will address in this article. There are a few key points that one has to be aware of when sending out these type of emails.
If you don’t want to be known as a spammer, ensure that whenever your clients receive your emails they know it’s you. One way of doing this, is by ensuing that your emails come from the same IP address. Today it’s better to get a virtual private server. If you are going to use email sending programs, do your research before choosing one, as that way you can stick to the best one for your needs. You want the same email address appearing in the “From” field when your client sees the email. This helps make you authentic.
Email VS Print Media
When designing your email, remember that it is not print media. This is important as people read their emails differently than they read a flier, book, or magazine for that matter. Don’t make the mistake of using the same design for your print media and your emails.
Limit your image use.
Try not to have too many images in your email. A good rule is to try to limit your images to about 20 – 30 percent of your design. This is one of the first things spam filters look for in an email. Also when using images stay away from putting important information in your pictures or relying on the image to be the conveyor of your message. Rather have your most important data as text in your email. This is also true for “Action” Buttons. They are best separate from the image rather than as part of the image. Most email servers automatically block images in emails and require the user to download the image if they trust the sender, so be weary of this in your design. By all means use images as they result in higher conversion rates, however don’t overdo it, and ensure that your mailer does not rely on them heavily for its success.
Needless to say, your mailing list needs to be constantly up to date. A few things that help with this are:
- Unsubscribe bounced emails
- Unsubscribe people who wish to be unsubscribed from your list
- Include a forward link next to the unsubscribe link, and ensure there is a way for the recipient of the forwarded email to subscribe to your list
- Periodically survey your client list – this will tell you if they actually look at their emails
- Include a “Call to Action” in your emails – this will help your list stay relevant
When to send your emails
Try not to send bulk emails out in the beginning of the week. The first few days of the week, people generally open more mail, but that is because they are busy cleaning out their inboxes. Later in the week, people are more likely to actually read your email. Tuesday’s to Thursday’s are generally a good bet, and even then, rather in the middle of the day then in the morning or in the late afternoon. Also don’t send emails on weekends. For the majority that opens it on the weekend, they really don’t want to be disturbed from their weekly break, and the others who receive it on Monday will most likely delete it with the rest of the non-work related email, as they are gearing to get started on various work projects. Don’t take my word for it though. Depending on your client base, and services and products being offered this may be different.
Your bulk mail should ideally not be focused on one service or product. If this is the case, people are more likely to unsubscribe for fear of constant emails. Rather focus on a range of products or services. This applies to newsletters as well. Focusing on one story, almost means I will be receiving a different story every day, whereas if there are a few articles of interest in the newsletter, I feel it’s probably a monthly thing, which means you won’t be sending me too many emails. Remember to make use of the following:
- Headlines: Your headline must at best tell the reader some exciting new news and at worst promise him a benefit.
- Body Copy: Your message must have more priority than your images. Readership here hangs on your headline as well as your illustration/s in your email. That being said, your body copy is the second most important part of your email.
- Subheads: Make use of subheads as this helps with keeping the reader’s interest in your email.
Remember that email marketing is based on a trusted relationship with your clients, so whatever you do, use emails to build on it rather than destroy it. Keep your content rich in worthwhile information as well.
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