In the age of social media and instant messaging programs, e-mail may seem like an outdated way to prepare and send a message. However, it is still effective in marketing applications. A 2016 survey from Ko Marketing shows that 73% of marketing companies rate e-mail marketing return on investment (ROI) as “good” or “excellent,” up from 66% the year prior. By following these best practices, you can utilize e-mail to enhance your company’s marketing efforts.
Personalization is Your Friend
Although a marketing e-mail needs to be informative of your product or service, it should still have some personal flair to it. Craft your message so that it stands out from the rest of the
e-mails that clutter your receiver’s inbox.
Some things to consider:
- Marketing firms use e-mail blast programs which can edit the message HTML code to include recipients’ names in e-mails. It is more satisfying to receive a personalized message than one addressed with a cold “To Whom It May Concern.”
- Keep your mailing lists accurate. No one likes to be called by the wrong name, so ensure your recipients’ names are matched up with the appropriate e-mail addresses.
- If you’re getting bounce back e-mails from defunct addresses, update your lists so that your recipients never miss a message.
Have a Conversation, Not a Lecture
If you’re aimlessly sending e-mails through a blast list, your recipients may feel as if you’re digitally shouting at them. Having a conversation with your recipient will help build a relationship and will keep them interested in your company’s future endeavors.
Here are a few tips for creating a healthy client e-mail relationship:
- If you’re reaching out to a recipient for the first time, it may be wise to send an “opt-in” message as your initial communication. This serves as a more personal introduction and gives the recipient the chance to decline further messages from you.
- Include multimedia links or files with your message, such as relevant picture files or promotional videos. This gives your recipient something tangible to follow up on.
- Respond promptly and professionally to receivers regarding any inquiries about your e-mails. This demonstrates the value you have for your recipients and enhances the relationship you have begun.
Remember Your Reputation
E-mail programs can automatically report your message as spam before the recipient even gets to see it. These programs use the author’s Sender Score, a number rating from 0 to 100 which indicates how recipients of e-mails view the messages you send, to filter out spam.
Some important statistics from BizReport:
- A rating lower than 71 will more than likely land you directly in the spam folder, but your chances of your message making it to the client get better as your number raises.
- In a 2015 study conducted analyzing over 4 trillion e-mails, 52% of e-mails received were from senders with Sender Scores 71 or lower.
- Any slight formatting or layout gaffe can make your message appear like spam. Have your IT department test the coding of your e-mail client to ensure the message layout looks professional.
Taking a more human and interactive approach to e-mail will greatly enhance your company’s marketing practices. When used effectively, e-mail marketing will help you boost your program’s ROI and your business’s relationships with customers.