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The Dos and Don’ts of Email Marketing

August 1, 2016

Did you know that more than 144 billion emails are sent whooshing through the virtual sphere every day? With those kinds of astronomical figures, the email inbox can be highly ruthless terrain to navigate and mark your territory.

To help clamp the safety of your marketing emails and ensure they don’t end up in the vortex of abandoned messages, here are a few tips outlining what to do (and what not to do) when it comes to crafting the perfect marketing email.

DO tailor your subject line to the action you desire.

Ahh, the all-important subject line. Often, this cluster of words will be the make-or-break point determining whether a recipient will engage with your email, and therefore it’s something that marketers can spend hours of their time deliberating over. Research has shown that short, sharp and punchy subject lines of no more than 49 characters are great for encouraging a higher open rate, while longer, info-squeezing subject lines of more than 70 characters generated more clickthroughs.

DON’T accidentally land in the ‘dead zone’.

The same research reflected that subject lines falling within that middle-ground of 60-70 characters were least appealing to email recipients, and are therefore nicknamed the ‘dead zone’.

DO give your email a sense of personalisation.  

According to inbox-tested marketing strategies, it pays off to show that your business is in tune with your recipients’ individual interests. By sending an email that acknowledges the subscriber’s purchase history or demographic, you are much more likely to succeed in securing his or her attention. Studies reflected that creating a brand of ‘product personalisation’ enabled marketers to trigger positive responses in a whopping 98% of customers.

DON’T address your recipient by name.

Although personalisation is key, getting too familiar with your subscribers can come off as untrustworthy and, well, a little creepy. Successful email marketing is based highly on curating a strong relationship with your subscribers, and with the degrees of cyber security affecting online consumers these days, it’s pretty common for email recipients to be wary of any company that refers to them by their first name.

DO optimise the design and content of your email.

We suggest choosing a strong colour palette, establishing a recognisable tone and theme, and employing beautiful professional photography and engaging animations where possible. It is important to make your content shine in order for your readers to want to invest their time and attention into it.

DON’T forget that more than half of email opens occur on mobile devices.

While strong visuals are highly encouraged, it is important to remember that just over 50% of users open their emails on the smartphone. This means it is imperative to design a campaign that will fit to this particular canvas – choose a one-column template, increase your font size, and make your call-to-action button easy to tap (iOS guidelines state at least 44 pixels wide by 44 pixels tall).