Email marketing campaigns have long been one of the best forms of digital marketing, especially when you need to reach out to a large audience in a short space of time. We’re also pretty confident that at some point in our lives, we’ve all been subjected to email marketing in one way or another, so we all have experience of marketing emails in some capacity.
But that doesn’t mean the experience is always a positive one. Receiving a marketing email with spelling errors, poor layout and broken links definitely doesn’t do much for the credibility of the sender, and will more often than not leave you reaching for the “unsubscribe” button before putting it in the trash can.
But what if I’m the one sending a marketing email?
If you’re just about to get stuck into creating an email campaign for the first time and you’re keen to make sure everything is at its best, Citipost Mail have put together this rather informative infographic that will definitely help you nail down the fundamentals of email marketing. It explains what’s needed to get you started on the right foot and some common mistakes that can be detrimental to the success rate of a campaign.
Some of the points may seem a little obvious, but it’s surprising how even seasoned email marketers can fall at the first hurdle. One of the biggest things we see is over complication. Keeping things simple is the key if you want to maintain focus. As highlighted, working to the 80:20 image to text ratio is a great foundation to build on, anything more will likely be a waste, especially if your target audience is wide ranging.
Other key ingredients for a positive response to your email campaign include things such as not using a “no-reply” email address. This can instantly shut down any potential dialogue between yourself and your audience. Leaving yourself open to communication with those you’ve emailed should be taken seriously as this will always help build loyalty.
Next, be sure to add value to your email marketing campaign with clear and concise relevant content, have your work proofread and above all, be honest. Deceptive subject lines and confusing calls to action are not the way to build trusting customer relationships… if any relationship at all.
What do I do if mistakes happen?
First and foremost, don’t fret. Assess the potential damage and try to correct the mistake as quickly as possible. Though not ideal, don’t hesitate to send a follow up email, it’s surprising how positive “owning up” can be! Be sure to measure the response rate of both the incorrect email and the follow up.
The big thing here is to learn from the mistake, put procedures in place for future campaigns that will prevent further issues. Making the same mistake more than once is not going to go down well.
Infographic source: Citipost Mail