Some people said email marketing is death once we enter to year 2017. Many marketer having deliverity issue as a lot of their email goes to subsriber’s spam box . Me personally also having that issue due to most autoresponder company start to control their service strictly. We can’t blame them because they also want to take a good care on their reputation. The one and only we can blame is a spammer who keep email their ‘subscriber’ with rubbish just get to benefit of their own.
By the way, I still have faith that email marketing is not death but we just need to adapt this issue for the time being. Keep in mind to take a good care on this industry. I just would like to share a good notice by Dave Chaffey from Marketing Insights offers an experienced view into the success factors of email marketing, using the mnemonic “CRITICAL“:
- Creative – This refers to the overall design of the email (layout/images/colour). Specifically, it is a good idea to ask each customer whether they would like the emails in text or HTML as there is often a great preference for one over the other.
- Relevance – Targeting, targeting, and more targeting. Make your emails relevent and personalised to each recipient if you want that response rate to rise.
- Incentive – Recipients look at emails and think “WIIFM?”, i.e. “What’s in it for me??”. There’s no such thing as a free lunch right? Well… Offer the recipient a “free lunch” for participating and they will be more likely to respond.
- Timing – Don’t send out an email that recipients will receive overnight, let it pop up in their inbox during their working day. This also expands to selecting certain days, months and even years. Remember – You can test and measure what timing works best for which email.
- Integration – Companies can not just rely on one method of marketing, nor can they rely on several methods of differentiated marketing. Instead, best marketing practices utilise integrated marketing communication (IMC) where all aspects of their promotion work together to create a whole. Email marketing must be including here, therefore your emails must carry the same image and message as your entire operations. Even the timing of the campaign must work in with other aspects of your marketing mix.
- Copy – When considering the copywriting for your email you must consider all aspects of the language, from subject line through to your mail signature. With emails, not all links should be saved for the last sentence, pop them in early to grab that impulsive customer!
- Attributes – Here Dave talks about the email header, with attributes including the subject line, from address, to address, date/time of receipt and format. Once again, testing your campaigns can rule out the attributes that customers consider spam and highlighting the attributes that will work best for your business.
- Landing Page – Want those emails to turn into sales conversions? Don’t just hyperlink your customers to your home page; show them exactly where you want them to go and make it quick and easy to complete any forms!