Tuesday August 28, 2018
Email marketing is a powerful tool. But if you don't do it well, it can also be a nuisance to your customers. A recent study by Adobe surveyed over 1,000 white collar businesspeople and asked them about the emails they receive every day. Here are 9 ways to improve your emails based on the study:
1. Make them more informational and less promotional.
Instead of just trying to sell something, use your emails to share information with potential customers. With more valuable information, you're showing customers that you see them as more than a dollar sign and want to help them. You can send out your blogs via email, or do a series of emails explaining a certain product or service. Take the time to invest in your customers as well as ask them to invest in you.
2. Space out emails - especially promotional ones.
In the Adobe study, 45% of respondents said getting emailed too often is the most annoying thing when receiving email promotionals. Even though follow up is good, blasting the same offers at the same people for an extended period of time can have the opposite effect. Space out your emails and alternate them so your customers are seeing a variety of content. Give them time to consider and come back to the offer.
3. Personalize content to the audience more - but not too much.
It's a good feeling when someone knows you and gives you something you like. Your customers want to know that you pay attention to them and know what they need. The Adobe study found that 27% of workers want content that's more personalized to their interests in emails. But too much personalization is also a negative - 16% of workers in the study said it's creepy and annoying when content is too personalized. Striking a good balance with personalization is important to keeping your customers engaged.
4. Edit, proofread, and cut down on word count.
When you receive an email with errors, what do you think of the business who sent it? And emails that use a lot of words for a simple message are really annoying to read. According to the study, 23% of respondents said emails that are too wordy or poorly written are the most annoying thing about promotionals. Before you schedule emails, reread it to see if you made any mistakes or can cut down on words.
5. Make it easy to purchase the product in the email.
Think about it - you've done the work of convincing your customer to purchase, but at the end of the line, you lose the customer because you didn't make it easy for them to convert. To avoid that dilemma, put a button in your email so customers can purchase directly. It's a small detail, but it's an important one!
6. Optimize emails for mobile access
Mobile is the way of the world. Most businesspeople use their smartphones for business, so your emails should look good on mobile. Just like your website is mobile-optimized, your emails should fit the width and size requirements for mobile. Don't lose customers because they can't view your emails easily on the go. Take a little extra time and make sure your campaigns are mobile-optimized!
7. Remove customers from the mailing list when they buy the product.
This is a matter of simple organization and proper systems. Sending an email promoting a product or service to someone who's already bought it is bad business. But it happens all too often. To avoid this problem, maintain your email lists and keep lists of customers who've bought different products separate.
8. Use small image and video sizes.
Large images and videos take too long to load and force customers to scroll a lot to get through the email. The Adobe study found that 20% of businesspeople said it was most annoying when they had to scroll too much to read the entire email on mobile. If your email doesn't load quickly or customers get tired of scrolling, you will lose conversions and money. Again, a small detail makes a big difference!
9. Add images or video
While images and video that are too large are a problem, not having any visual elements is a problem, too. Even adding one photo to an email can keep your reader engaged. Good design and visual elements are an important part of high-profit emails!
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