Sean Nourse
Sean Nourse Chief Solutions Officer

Any good marketer knows that connecting to your audience is essential for maintaining good business relationships. Thanks to technology, we can send an email and, at the touch of a button, instantly communicate with our target audience. It’s a great tool for marketers who want to build trust in a product, increase customer loyalty and promote brand recognition. But, the best email marketers know that preventing emails from moving directly to the spam folder requires forethought.

Put across your message

The most important aspect of email marketing is to relay your ideas in the best way possible. Have you thought about what you want to share in your message? You need to ensure that it directs readers to a clear call to action, for example, a landing page with more information about your offering or a blog post. In addition, using a great design and copy will ensure that the message grabs your audience’s attention.

Open for business

Make sure you have a catchy subject line so readers will feel compelled to open the email. The above-the-fold area (the space you see when you open the email without scrolling) should also be enticing enough to make the reader want to continue. Ensure that you send an organised message, not just a bunch of information. Unlike bulk emailers, most branded business emails are opened. Being creative and engaging with branding will also help your cause. You could also add a note for readers to add your address to their safe sender’s list.

Gauge their feelings

Using a customer ratings tool on email banners will allow you to get feedback from your market. This will help you to follow up in two important ways: by using good ratings to advertise your brand on customer feedback sites like TripAdvisor, or addressing negative comments before they escalate and reflect badly on you. This will result in an improved customer service.

How much is too much?

Engagement metrics will be an indication of how often your recipients want to be contacted. You could also give your recipients the power to tell you how often they would like to be contacted by using a preference centre. This communication tool between sender and recipient will help you avoid losing customers who feel that they are contacted too often, which is one of the major reasons that people unsubscribe.

Effective email marketing is more than just disseminating as many messages as possible in the hope that customers will bite. The right approach resonates with readers and tempts them to find out more about your offering. Branding your email gives the right impression to your customers and puts them on the path to buying your product. Get in touch with us to find out more.

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