Email Marketing Is Big Business; But So Easy To Get Wrong
If like me you send or receive a lot of emails you’ll probably realise that most emails go unopened. The reasons are various and mostly avoidable.
Let me give you just two examples of things that often go wrong in email marketing that are easy to avoid.
The Number One Email Marketing Mistake is the Subject Line
An intriguing, provocative, interesting, helpful subject line has me opening the email.
Boring subject lines get ignored.
I’m quite typical when it comes to this. Most of us ignore boring, irrelevant or obtuse subject lines.
The Number Two Reason Emails Don’t Get Open is the From Box
Look at the image above.
It is from noreply@…. it doesn’t matter which business comes next they don’t want me to reply. So why would I open this email? I didn’t!
People prefer to do business with people they know, like, trust and respect.
So we tend only to open emails from individuals or organisations we know, like, trust and respect . So it is essential we ensure people can see who the email is from.
Most marketing isn’t rocket science. Certainly we can all improve our email open rates if we follow these simple rules.
Are you getting this right?
What are the advantages and disadvantages of Email Marketing?
There are many and some of them are listed below but see also a short excerpt of a recent interview I did alongside Facebook's Vice President for Business & Marketing Partnerships .. it is quoted on Thomson Local amongst other places under the title Email marketing 'can help when building client relationships'
Here are some more thoughts on the topic of Email marketing …. see also Zero Cost Marketing with Email Marketing
What are the advantages of email marketing?
Can email direct to someone’s in-tray and will attract attention if headline is compelling
Can send to named people who have opted in to receive information
Can add links to more information such as websites etc.
Can be from named people – people do business with people
Can be a step towards building relationships
Can be part of the relationship between people
Can be perceived as spam by both people and email systems – so make it useful and send only to people that have opted-in to receive information .. no junk or spam mail please!
Often not compelling – but can be if well written
Can get you blacklisted – unless you take precautions to be seen as a legitimate email and don't use a bulksender
Email is a great marketing channel and often under-used; but it does need care and attention if it is to work.
There are a lot more Zero Cost Marketing with Email here