eMarketing can be an incredibly powerful and rewarding tool; but only when done effectively. So to help you achieve higher open and click-through success rates with your emails, we’ve developed a few tips to make your eMarketing more effective.

General tips:

1. Personalise your emails. Emails that include customer FIRSTNAME and SURNAME are shown to have higher open rates than standardised emails.
2. Avoid using terms generally associated with spam emails such as ‘Urgent’ and ‘Free’.
3. Avoid using ALL CAPITALS. This is associated with spam and deters customers from opening the email.
4. Links are vital. Include more links RELEVANT to your content in order to heighten the chances of click-throughs.
5. Be Concise. Don’t go overboard with text. 8-12 words per link is optimal, any more than 100 words per link and customers become disengaged.
6. Create Visual Emails. Include pictures to create interest in the email. Don’t go overboard, more is not always better, but include a few, relevant images. Generally, keep the number of images aligned with the number of links.
7. Filter your content. Don’t make your customers search for the important information; make it easily available to them.
8. Use your Subject Line effectively to create interest. Consider it from the customer perspective and think about why the customer would want to open and click through on this email.

Considerations:

1. People like to be thanked. Similar to personalisation, make your customers feel important and appreciated.
2. Segment your client database. Not all of your customers are the same, and therefore they shouldn’t be treated the same. Consider creating more client groups in order to segment clients more effectively. Creating eMarketing that is PARTICULARLY and SPECIFICALLY relevant to a particular group is likely to be far more effective than standardised emails.
   > Consider segmenting your customer database in terms of opening rates; separating constant users from inactive ones so that you can adjust the content accordingly. (eg. Sending inactive users incentive emails)
   > Consider grouping your customer database in terms of their stage in the buying cycle so you can target their needs more specifically. (eg. Approach new subscribers with special deals and past buyers with links to new products)
3. Consider your market. If your target market is more likely to read their emails on a smartphone device, consider that when constructing the email and adapt by reducing amount of text, increasing font size etc.
4. Be Passionate. Create client interest through passionate and emotive emails. Don’t be neutral or robotic as this is unlikely to foster interest.
5. Experiment. Try sending emails at early hours of the morning. Try sending emails on the weekends. Find the perfect time of the day that works for your customers and results in more opens and click-throughs for you.
6. Timing is crucial. Your newest subscribers are your best, so it is important to reach new subscribers whilst the subscription is still fresh and relevant in their memories and their interest is engaged.

Above all:

1. Consider your audience. Not all clients and industries will react the same, so don’t treat them the same. Adjust personalisation/time of day/tone etc. to suit the market.
2. Be Relevant! There’s no point in including information not relevant to your customer and their needs. This will only disengage them.
3. Be Concise. Don’t use two paragraphs where two sentences would work just as well.
4. Include links and images. Insert numerous RELEVANT links, and enough images to create visual appeal and interest.
5. Segment your clients. Don’t treat them homogenously, personalise your emails and target your clients’ specific needs.

Overall, every business is different. These tips are research based, but it doesn’t necessarily mean that by following all of these tips your results will definitely increase. Experiment with these tips and see how it affects your data. All of these tips should help, but you won’t find the perfect mix for your business until you try them.

1.  How do I avoid my eMarketing being marked as spam? 

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