Being a cost-effective, time-independent, and globally spreadable solution, small businesses and SMBs find email marketing a reliable sales driver. In attempts to gain maximum attention of the customer with available email marketing resources, new marketers tend to go aggressive. Sometimes, they try to promote the product in a manner that is too forceful or misleading for the customer.
Such email will offer catchy subject line and luring body content in the greed for clicks (or conversions). At times, things slip a little and email may offer irrelevant or false promotions. That’s spamming – ‘telling the customer- we want sales at any cost’.
Certainly, the chances for the sales reduce and it is an unhealthy situation for a reputed brand name, but for newbies, it is a dead-end. Once a number of receivers report the emails as spam, the chances of recovery with email marketing shrink to least. With the cyber law getting stricter, you may even face legal penalties. While established players with ample resources know how to come out of the spammed penalties, it can be deadly hit to the startups. So, it is better for the SMBs and startups to play safe.
Following are some best practices for email marketing to avoid being a spam and still being influential:
1. Email Content:
- Subject: This is a real challenge for marketers – grabbing maximum clicks with some limited characters and still not being overtly fabricated. The choice of words can be grandiloquent, but truly summarizing the email content. While making it relevant with the product and for the customer, do not forget the common subject line tactics.
- Body and Message: Even if the recipient has accepted the subject and reading the email, the time is often limited. So, avoid flooding of text and instead convey the merits of products smartly, shortly. Try to show concern on the gains of the customer with the particular product. No matter how dreadfully you need the customers, never tell what does not exist. Use bullet pointers and font alteration to gain attention.
- Links: This is what everything boils down to. Limit the links in the email to the least possible number. Link on Call-to-action button should be well-displayed and cross-device compatible. All the links offered in the mail must be genuine, relevant, and non-deceptive. Avoid being too aggressive, so Click-to-Call button is not meant for emails.
- Images: APPROPRIATE use of images and graphics can be the energy of your email. In that statement, the word ‘appropriate’ in capitals has a great importance. Since some email services do not display the images unless the user asks for it, it is crucial that email conveys the right messages without images. Then it should support mobile devices and must not be too heavy for the browsers. For sharing a bulky infographic, provide it via a link on its cropped (but interesting) portion.
- Trackers: Measuring the performance of your efforts is important, but not at the cost of customer’s privacy. There are many software that can reside in the email and track activities of the reader, such as – when it is opened, how long reader stayed on it, etc. However, most of them are counted among malicious ones and it is recommended to avoid them. Using lesser assertive tools that simply ease the process of sending bulk emails with the personalized greeting, click tracker, etc. will be appreciated.
2. Email Frequency
With the number of emails that a person receives, it is possible that they might miss a certain email. So, there is no harm in trying again. But how frequently and for how long one should try again? Since you the schedule of all the users cannot be predicted, it is better to try sending the emails on two or three different days of the week at different hours. Keep track on the timing and days when you earn maximum response and timely, give up on the cold responses.
3. Picking the Right Recipients
There are a number of ways in which one can find the email addresses belonging to a certain group. Usually, marketers pick the broader groups with more number of addresses available in them. However, the conversion rate for such emails is not significant and it is in tickling distances from landing you in the spamming list. Statistically, choosing a more specific group with limited addresses earns better conversion rate and lesser chances of being a scam.
Avoid sending spam mail and improve your email marketing
Email marketing is evolving. Getting directly into the customer’s inbox instead of spam or junk folder requires some best practices to follow. Try out the tips mentioned above while planning for the email marketing campaign. These can help you improve the open rate, inbox placement rate and the number of conversions from email.