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Essential Tips for Maximizing the Reach of Your Promotional Emails
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MAY 2017
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Who would have thought that the email, invented back in 1972, would become one of the most indispensable internet inventions hands down? For me, I cannot be without my email. And a lot of marketers are grateful for having this convenience to reach so many potential customers reading your quality content all through just a click of a button.
But how can marketers maximize this tool we call promotional emails? In the great debate between reach vs frequency, are we putting more emphasis on reaching 1,000 customers once rather than sending only 250 emails four times? What if customer 251 is an interested buyer? Or that No. 547 is really looking for your product?
Email marketing can help your business keep in touch with your loyal customers and future prospects. There’s a difference in just merely adding random people to your mailing list and a creating sensible and clever email campaign that can drive more traffic and sales.
Here are some great content marketing tips that are time-tested to make your campaign more effective:
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Frequency should be managed
We all know that frequently sending emails can attract the targeted consumer. But sending out too many and too often can be annoying and be a nuisance to the reader. So how many is too many then? Look at your own emails and see which ones you think are too frequent in sending you correspondences. Usually, more than once a week is too frequent. But not all promotions are equal and may cater to different audiences and your own promo is no exception.
So make a comprehensive review of your own campaign trends. Check the frequency of your list’s purchases, opens, subscriptions and unsubscriptions. Then balance it with your own frequency.
Message should be informative and unique
Know this by heart, readers hate wasting their time on useless and uninformative emails. So offer something that they can consider as useful information and make it worth their while to read your email. Offer a coupon or a free invite to an event. Maybe you have a product that’s in the works, give them a sneak-peek. Anything that they are not expecting.
Start with a strong subject line. Some expert content marketers take a long time to perfect the subject line. Most readers open their emails based on how good they perceive the subject line is. Remember to keep it short and relevant. And don’t be tricky!
Don’t get too sales-y in your message nor too desperate. Words like “last chance” or “limited time offer” will never work. And using ALL CAPS is like screaming and barking out at your readers. These are sure-fire triggers for spam filters.
Don’t forget to make one call-to-action that they won’t miss within your message. Having more than one though, may cause confusion.
Your target list should be segmented
Segmenting your list maximizes open and click-through rates. Segmenting also helps you adjust your content by age, location, job, or gender. Or according to their stage in the sales funnel (order history, date of purchase, etc.)
It all has to do with relevance. By not segmenting, you could end up sending emails to the wrong end-users who will find it worthless.
Timing is very important
You will read many different opinions about when the best time to send out emails. But it all boils down to whatever works best for you. It’s not the same for all campaigns and for all in your segmented list. So go with the data of your campaign. And try experimenting with your data of open rates and click-through rates. Maybe the opens are high on weekdays and click-throughs on weekends. This could mean, people open their emails at work but then take action when they’re off work.
Bottom line is, do some serious research and experimenting.
Rules should be followed
There are laws that protect the consumer from abusive emails and everybody should be compliant. The CAN-SPAM Act has laid out guidelines to protect the American consumer.
So you see, it’s not all about the art of creating well-crafted quality content that matters. Doing promotional emails is also a science that requires data gathering, data analysis and research to make subscribers engaged. Expert content writers should work hand-in-hand with a good email team in coming up with the perfect (or near-perfect) email.
Whatever strategy it is, make the consumer end their reading experience feeling that there was a reason for you to communicate in the first place. And best of all, make them feel that you did not waste any of their precious time.
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Annie has 19 years’ experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.
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