May 23, 2013 Leave a comment
Email marketing is not dead. It is alive and kicking, but only the very best email marketers are making any progress. The law has changed in America, Canada and Europe, so that spam marketers may be punished by the law. This has not stopped spam email getting through, but it has helped some annoyed authorities to lock up or fine some of the people who fill up our email inboxes.
There are a lot of people out there who are getting their email marketing wrong. And, it is a shame that people cannot automatically block these messages from getting through. But, the junk filters on most email services catch most spammers, and the blocking functions help people to remove the rest. What you need to do is make sure that you are not treated like a spammer. You need to make sure that your email gets through, and has an impact on the reader. Here are a few tips to help you.
Emails that do not apply to the person you have just sent it to
It is quite possible to receive emails that do not apply to you. You may find that this happens when you buy one product from a company, but they sell a range of things, and so send you offers on their other ranges. From a marketing point of view this may seem like a good idea, but it is not.
If you sell more than one range, you need to make absolutely sure that you only send people offers on the ranges that apply to them. You may remind people that you sell other items, but do it with small suggestions at the bottom of the page.
Amazon is getting good at doing this. They use the things you have bought in the past in order to build a profile of the sorts of things that you may like. Their email messages and marketing pages will then feature items that are related to your previous purchases. They even have a suggestions list, where you can remove suggestions that do not apply to you, so that they may build an even better profile of you.
Emails that have spelling mistakes
This is the mark of the truly unprofessional. If you have spelling mistakes in the subject line then you will probably have your emails blocked. If there are spelling mistakes in the email, then how will the recipient ever be able to trust you?
Emails that are addressed to the wrong person
Sometimes you cannot help this. For example, the person signing up may enter his name as Vincent when it is not. You should always make sure the email is addressed to the right person; even if this means you do not enter their name on the email (then you cannot be wrong).
Emails to people who have not agreed to receive them
This is now illegal. You are not allowed to email people who have not expressly shown a desire to be emailed. Sure there are still a lot of people doing it, and a lot of people get away with it. But, if you are running a legitimate business, then you really should not risk it.
Emails that are made up of images only
These take ages to load; they are often flagged as spam, and are impossible to read via the message source. A savvy Internet user will not read an unknown email if the source shows no indication on what it is about.
Emails with a hidden email name
Phishers and spammers do this. The email will show that it has come from a legitimate website, but that is a cover. The real email address is hidden. You can only see it if you go to the message source and look at the email address it was really sent from.
Emails that are sent too frequently
Believe it or not, people do not like to receive emails all the time. Once per month is more than enough. The likes of eBay and Amazon will only send emails once per month, and that is just about enough to stop people from blocking them or opting out of their mail list.
Emails that do not have an opt-out section
If you do not have an opt-out section then people will block you. With an opt-out section you are at least going to have the opportunity to gain them back in the future. If there is not opt-out section/link, then you are going to end up being blocked permanently.
Emails those take too long to load
Fill your email with great design elements and it may look good, but if it takes too long to load then the recipient will assume it is a virus email and will delete it. Plus, why would you need to fill the page with things that make it load slowly. Keep your emails to a message instead of a story.