Your number one goal is to get that email recipient to open your email so you have the opportunity to deliver your message.
Marketing Land reports the following return on investment for these marketing channels:
- Email: $39.40 for every dollar spent
- Search: $22.38 for every dollar spent
- Display: $19.71 for every dollar spent
- Social: $12.90 for every dollar spent
Email marketing is still one of the best marketing investments for many small businesses. Yet, there are many things that can wrong and fail to deliver value for the effort. Here’s a few tips to get back on track.
Having a good reputation, recognizable branding, being known for quality content and avoiding techniques that get you blocked will help get your email through filters and have a better chance to get opened.
Establish a good reputation
A good reputation as an email marketer is key to building and retaining your email list subscribers. That reputation comes from making sure your recipients have granted you permission to market to them. Make it easy for them to change their preferences and unsubscribe within every email. Handle change requests promptly. Bring your contact and address information front and center for easy reference.
Hey, I recognize that email address
Create a design and format that is recognizable and branded. Stick with a white background and non-fussy font. A single column template offers an easy to read newsletter for desktop and mobile users.
Make the format you choose easy to scan for the reader. Use no more than 3-5 main topics. You can incorporate more information by using links to your web pages, a blog article or other social space. Keep your file size to the 20k-50k range.
Use images. We all appreciate lines of text that are balanced with some visual interest. Use your images wisely. Optimized and compress them to load most efficiently in mobile environments.
I can’t wait to see what’s going on now
Segmenting your contact names into groups, by interest or product line, will help to focus email and newsletter content to a targeted audience with relevant information and it will feel more valuable to the reader.
Things to avoid
Avoid using spammy words in your title and within the text. We found a great list of words to avoid from.
Send your email from an email address associated to a person’s name, not a department.
A couple more tips
Your email or newsletter should have a call to action or next recommended action clearly stated. “Sign-up for the Webinar. Download this pdf for more information. Read a recent blog.”
Incorporate the option for readers to share your information on social spaces and the ability to follow you on social spaces you participate on.
Make a New Year’s resolution to make better use of email and newsletter marketing in 2014 and you will be rewarded for the effort.