If you, like all good marketers, have found the value of email marketing then you are probably always looking for ways to best ensure your emails do actually get through to their intended target. To help you reach your target market 1 Stop Data have put together this guide providing tip and tricks so your email gets delivered.
Combined with 1 Stop Data’s unique high quality email lists, broadcasting and creative services, we are at hand to help ensure your message is getting into buyers in-boxes.
1) Use simple language an email has to be read in less than 30 seconds. Use eye catching bullet points with short explanatory subheads.
2) WIIFM. The age old ‘What’s In It For Me’, always make a compelling offer or reason to read your message whether it’s the latest product, industry news or legislation use an opener in the first line (above the fold).
3) Maintain a suppression list and add anyone who has asked not to receive your communications. It’s not only good practise but it’s the law so compliance is critical. Always include a clear unsubscribe link and remove opt-outs from your promotions as soon as possible.
4) Targeting s key to success. If your message is not relevant to those you are sending it to, then it’s a long way to getting opened. Target the right people with the right message. [Bonus Tip: Even tweaking your subject line or header slightly to adapt to your segment can increase your open rates.]
5) Test & measure, analyse, test and measure. Repeat. It’s simple to measure the number of opens, clicks and sales you get from each campaign. Very quickly you will see a pattern and find out what timing, email list or offer is or is not working.
6) Emails lists. Use your in-house customer file but make sure it is current and accurately coded. Companies such as 1 Stop Data can append the latest information and demographics to enhance your targeting. When you use external lists only use lists from reputable suppliers. Check your list supplier is not scraping and that their emails are compliant.
7) Personalise your message. Include the recipient’s name and where possible their company or location. Don’t just personalise the To but personalise the From by using a real email and name of the person sending the message. A ‘No-reply..’ email does not encourage a rapport with your target.
8) Always test that your email renders properly on various devices. Ask colleagues and friends to review your message for both typos and rendering.
9) Frequency. Test different send frequencies; too few messages and you may be forgotten, too many and you will chance upsetting your prospects.
10) Value: Offer value, whether it’s discount, information and insight or a gift make it worth while opening your messages.
11) Limit the links. Too many links may get your email blocked. Also they look messy and unprofessional when they arrive in the inbox as just text.
12) Test your spam rating. SPAM protection software is very vigilant – perhaps too much so sometimes. Your broadcasting tool should have a spam calculator that shows how spammy your email might be a then blocked.
13) Full Results. Don’t judge the success or failure of a campaign too soon. Watch results come in over a week or so sometimes longer. Where possible track the click thrus back into your CRM. That way you can incorporate potential prospects into other channels such as your calling campaign.
14) Timing – Timing Part 1. Check the dates you are planning to send your message are not clashing with a holiday or event that will detract your recipient from your message. To protect against unknown global events that can detract from your message. It’s always prudent to spread a very large campaign over a couple of days. That way you can postpone your message if you find you’ve mistimed.
15) Timing – Part 2. The time of day may also affect the response to your email although this is rapidly changing as people are picking up emails all the time on their devices. For example opt-outs will go up in the evening from smart phones when B2B recipients are out and don’t want a distraction. So test your timings for the best results.
16) Protect your information and reduce bounce rates with accurate emails. Make sure your emails are active and up-to-date. Correct any bounces by removing, calling and validating.
17) Ask recipients to add you to their safe sender list by adding you to their address book.
18) Clearly identify your company and contact details. This not only gives the recipient choices for contacting you but also creates trust.
19) Avoid using spammy words such as “Free”, “Offer” and “discount” etc…
20) More of a warning than a tip, but don’t use scraped data. If you do use scraped data you could hit email SPAM traps and get black listed. This would make any further communications difficult. Avoid collecting spam traps only use reputable tested emails or you risk being blacklisted.
21) Monitor blacklist services to make sure you are not listed and your domain is being blocked. Listings can happen for random reasons including your competitors listing you as a spammer.
22) Maintain data hygiene by keeping your list clean and adding new names regularly. Use a reputable provider such as 1 Stop Data for email appending to ensure compliance and reliability.
23) Control the email flow to corporate and academic servers or risk being blocked, sometimes permanently.
24) One of the most important tips of all… Always include a call to action. The call to action is the ‘Next Step’ of the recipient of the email. If there is no call to action however promising your offer, the recipient won’t know what to do next. Whilst you could just invite someone to contact you, a click action is one of the best ways to monitor the response. Many people want to click to learn more before making contact.
25) Finally: measure, test, measure again… We’ve touched on this already back on tip 5 however it’s so important. The only way to truly know what will work for you in the moment is to test and measure. For the initial test use a meaningful volume e.g. 10,000 to 15,000 then once you have the results you can roll out on an A/B test with a larger volume, different content and repeat. Aside from the orders, keep a close eye on the activity by measuring clicks and opens. Take a close look at what links your recipients are clicking on, and those links that are not clicked. You can then test with new links and new content.
To ensure your next email campaign is successful and getting the results you need contact the 1 Stop Data email team on +44 (0) 208 786 9111 or email email@example.com.