It can be a difficult task for many businesses to connect with their customers who are cynical of email marketing. Most tech-savvy people these days will be picky about what they let in to their inbox, especially with the ‘spam’ and ‘junk’ buttons all too easy to find and click.
So what can businesses that engage through email do to ensure they stand out as genuine in a world of spam?
Be personal
A good email marketing campaign does not attempt to chase everyone all at once, as this is a sure-fire way to reach anyone at all! Narrow your audience by using what you know about them: are they pre-existing customers? Are they from a certain part of the country? Are they in a certain age bracket or demographic? Do they all have a similar line of work?
Use this information to tailor your email campaign accordingly so that, while you may not be talking to one person directly, you at least appear more personal in your approach to encourage their engagement.
Look professional
A smart looking design will go a long way to showing that you’re a professional outfit. How eye-catching it is could be the difference between the customer reading on or deciding to press that spam button.
Newsletter-style offers an effective way of giving people information on new offers or campaigns that you are running and reflects a sense of online community with a regular update between you and your readers. If you’re unsure on how to create something visually interesting, email marketing design by Little Green Plane offers many customisable templates as well as designers who can help create something that is professional and ‘on brand’.
You should also spare a thought for spelling, grammar and punctuation too. One of the biggest signs that an email is spam or even fraudulent is a poor handling of the English language and incorrect grammar so make sure all your marketing emails (and any correspondence for that matter) get a thorough proofread. Sending poorly worded messages will not only look unprofessional, it will throw doubt on the credibility and reputation of your business.
Think creative
An effective email is one that grabs the attention of the reader from the get-go, so don’t be afraid to think a little bigger than just telling people about your product in the simplest terms. The importance of social media means that you want to create something that people will share with others and therefore bring in a wider audience. A funny line, interesting design or a possible hashtag are all effective ways to get customers engaged with your company and sharing with others.
Be adaptive
The first quirky angle you took didn’t quite work? There wasn’t as much response as you hoped? Not to worry! Marketing campaigns should be adaptive to their findings so use your results to find out what emails are working and how you can adjust your campaign to reflect its best points. All this will help you create the personal experience for your client, instead of becoming a junk mail regular.
