Are you getting started with email marketing?

Should I bother with email marketing?

Yes! In one word. Email has been shown to be the most cost-effective and highest ROI (return on investment) marketing medium. It is perfect for speaking to your customers.

Email is not just good value because it’s cheap (it’s even free with MailGlo). Failing to take care of your email marketing strategy can be detrimental to your relationship with your customers. It’s well worth putting in the same care, effort and focus on your email as if it was a costly direct mail.

Are there any advantages of email over other marketing channels?

Email provides a fantastic level of measurability. You no longer need to guess. With email, you can measure who opens and clicks on your email. This not only means you know who in your audience is engaged but also what information is interesting and of value to them.

The measurability gives the data necessary to allow optimisation and improvement in your marketing. You can test different messages and improve marketing based on facts. This means no more meeting room arguments as to what might be better – you can do it, test it and find out what works best.

How often should I send?

It needs to be regular enough so you are not forgotten and not so frequent that your readers feel spammed. Monthly is very common and anything between two weeks and two months is reasonable. Try and be consistent too; don’t send two emails in three weeks and then none for six weeks.

How can I measure the success of my email?

The fundamental metrics are ‘delivery’, ‘open’ and ‘unique click’ rates, expressed as percentages.

  • ‘Bounced’ is the the number of emails that didn’t arrive in the inbox, this can be due to many reasons, for example the email no longer exists, or their inbox is full.
  • ‘Open rate’ is the ratio of number of people opening to number of emails delivered.

A good open rate is over 30 per cent. This will depend on many  factors, your business sector, quality of data, number of emails sent and the frequency of your campaigns to name a few. The most significant aspects are campaign data quality and value of content. Campaign data quality here includes the accuracy of match of your message to the target audience and the audience history. If you are sending the tenth email this month for which there is a low match to readers’ interests, then don’t expect a good response.

What should I put into an email?

Your content is what will keep your customers reading your email. After they sign up, they will read your next two or three emails. If they like the content they will continue reading, but if they don’t they will unsubscribe or emotionally unsubscribe. Emotional unsubscribing is when someone will not bother to actually unsubscribe but will continue to receive your newsletter and will simply hit delete without even skimming it.

In your content don’t talk about yourself and how good your company and products are. Today’s readers are skeptics. The most effective newsletters deliver information of interest and value to the reader without being full of marketing and sales speak. If you provide thoughtful, helpful and insightful information that is of value to your readers on its own, then you will build your relationship and trust so that they will become interested in your products, services and spending money with you.

How long should my email be?

Content should be short, scannable and in small chunks. Readers spend just seconds skimming over emails, picking up on general keywords and topics. Should something be relevant from skimming they will then slow down and read more carefully. Start by writing your email, then remove half the words and then review and remove some more. You’ll be getting close then to having just the key information.

But where do you put the full details that you want to share? Link from the short, scannable email text to landing pages that contain the full articles and information.

What time should I send my email?

The perfect time to send your email is when your reader is going through their emails and they have no unread emails left.

For many campaigns, the prime time is between 10am and 4pm, Monday to Friday. Your list and email content will affect the ideal send time. The best approach is to test different send times to see what works for your audience.

Graphic emails or text only emails?

Graphic emails with appropriate use of layout, images, colour and fonts perform better than plain text emails in almost all instances. Graphic emails are created using HTML, the same language used for web pages. MailGlo provides hundreds of ready out-of-box designs for you to customise.

How do I ensure the email displays correctly?

We’ve done the work for you! With some email marketing companies you will need to ensure your email displays correctly in major email clients. We’ve taken the pain away and tested all our designs on the major suppliers including: Gmail, Yahoo, Apple Mail etc.

Who should I say the email is from?

The ’email from’ name – that is, the name the reader sees in their inbox when they receive the email – is a very important human filtering factor when deciding to open an email.

Emails which come from your boss or partner get treated differently from emails from someone you’ve never heard of. So, the ’email from’ name should be a name your reader is likely to identify with. It should only be the name of a real person if you are sure the reader will recognise the name. If not, then use your company name.

What makes a good subject line?

The purpose of the subject line is to persuade someone to give you another 30 seconds of their attention and get them to open and scan the body of your email. It is not to explain the whole contents of the email or your offer.

An example of a bad subject line is ‘My June updates’. This tells the reader nothing about what is in the newsletter or why they should be interested. Just as bad would be ‘Buy Buy Buy this product XX today’. Before asking someone to buy, you need to give them a reason to want to buy. You can’t do all of that in the subject line.

What does ‘above the fold’ mean?

‘Above the fold’ it is a phrase taken from direct marketing speak. In email terms it means the part of the email seen in the preview window or the part you can read before scrolling down.

It’s an important part of the email as it is seen first. It needs to have headlines and text to drive people into reading further.

We hope this information is of some help. To get started with MailGlo – simply pick an email design and get editing! Have a play ›


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