When it comes to email marketing, the best practices begin with learning and understanding the basic etiquette’s of email, before even drafting, designing or sending out an email campaign. Below are some of the basic tips known to be practised by the best email marketing campaigns, on regular basis.
In an email marketing campaign, it is absolutely essential to deliver the promotional emails to the user’s inbox. What’s the point of sending an email if the user doesn’t see it in his inbox to open and view it, otherwise? Hence, its important to solve the delivery issues, including emails reaching spam folders, users complaining about unwanted emails, emails sent to spam traps, etc.
Testing Email Content
Testing the email content before sending out promotional emails to the clients is equally essential. Running the content for a spell check, incorrect or incomplete information, broken links, image resolution, etc., can help you avoid errors. Practising sending out test emails to check how the email appears to the customers can help you ensure that all the information and links given are correct and working.
Avoiding Spammer Content
The idea behind reaching out to customers using email marketing platform is to create brand awareness, build trust, provide business, product or service information, gain loyal customers, etc. Hence, its best to practice sending genuine emails containing relevant information, free from spammer content. Some of the known words that contribute to spam include free, deal, urgent, win/won, etc. Therefore, avoid the spammer words or phases at all cost.
Avoiding Phishing Links
Emails with Phishing links, like spam emails, are unwanted and trick people into believing false information. Such links are used by cheaters to get traffic to their website with every click or to get access to user’s personal information, including passwords deceivingly. Hence, it’s best to avoid such links.
Sending Multipart Messages
Proofreading seems to be a dead art on the internet and even established online publications and email marketing campaigns are littered with typos and grammatical errors.
Want to turn off your potential customers? write poorly and don’t proofread.
On the other hand, if you want to command the respect of your audience you need to have a good grasp of the English language.
Just because your email isn’t going to be publicly available on the internet for all to see, you should still make sure to proofread your content thoroughly.
Us humans have a habit of jumping over words and missing mistakes when reading back our own content, consider getting a fresh set of eyes to take a look for you.
Power tip – Use the Grammarly Chrome extension to automatically scan for contextual mistakes and incorrect grammar. The free version will suffice and you might, but typos do you a massive disservice.
Is direct mail marketing a thing of the past? Barely. In fact, with the modern digital movement in advertising the direct mail has seen massive growth and success in the present generation. Talking about the generation, direct mail, being the oldest form of marketing, has been around for decades. From the generation of Baby Boomers (born between 1940 to early1960s) and Generation Xers (born between 1960 to early 1980s) to Millennials (born between 1980 to early 1990s), direct mail has been used by all as a successful source of marketing. Today, as the marketers target the current youth “Generation Z” (born between 1990-2010s), direct mail proves to be even more powerful and sought after tool of marketing than before, even though there are many more options available.
What is Direct Mail Marketing?
Direct mail is a type of marketing where a printed document is directly mailed to potential customers in the form of brochures, catalogs, postcards, newsletters, etc. It is broadly classified into two types.
Involving actual paper with marketing content mailed to the mailbox of potential customers.
Soft copy of the marketing content emailed (also known as email marketing) to the email addresses of the potential customers.
Why is Direct Mail Marketing Successful?
Direct mail marketing has distinct advantages over other forms of marketing. In general, mailing lists can be purchased by businesses from reputable sources that have already demonstrated an interest in their type of business or product. Direct mail marketing, unlike others, pinpoints a specific demographic and targets marketing content for this demographic, which makes it, perhaps, the most effective way of grabbing the target audience’s attention.
In fact, the ‘Four Ps’ of marketing communications strategy:
are best managed via direct mail marketing.
Direct Mail Marketing for Small Businesses
“Small businesses often lack the capital for large digital marketing strategies. Even if they build a website to receive and direct Internet traffic, there’s little to guarantee that they will pull in the kind of digital traffic required to sustain a successful marketing strategy.” Therefore, direct mail marketing serves as a powerful tool for small businesses, and its simple and straightforward process to approach the potential customers makes it ideal for small businesses, especially those with restricted budgets.
For small businesses, it is not only simple and easy to generate a mailing list from current customer base and use it to market directly through mail, but also to combine direct mail marketing with email marketing while conveying the same message to the email list generated, which increases the chances of getting the customer attention and, in turn, increasing sales.
Role of Generation Z in Direct Marketing
Generation Z is an emerging generation, which is anticipated to comprise about 40% of the consumer market in the years to come. Generation Z, even though still teenagers, has been estimated to wield as much as $44 billion in discretionary spending, which is a humongous amount of money spent on products and services. Hence, the market of Generation Z simply cannot be ignored.
This generation has grown up using Internet hence; they understand screens, apps, and mobile phones. In fact, their thought process comprises of digital information. Many businesses are using this approach to their advantage and using direct mail / email marketing strategies while targeting the Generation Z consumer market.
Direct Mail: A Successful Marketing Tool
As direct mail marketing is turning into even more powerful tool than before, with its unique ability to grab and retain the attention of customers, it is clear that direct mail can be the ideal marketing strategy of the future. It sure isn’t going anywhere anytime soon.
When you are planning your email marketing campaign, sometimes you can forget that multichannel is still an option. However, reports show that by using SMS messaging, push, and other channels, you can boost open rates for email across the board.
This simply comes back to the idea of using all the tools at your disposal. Why spend so much time on your email campaigns, only to have a small fraction of your audience actually read and engage with your messaging? Instead of simply hoping for the best, try sending an accompanying text message with something basic like “Did you see our last email?” Not only does this casual reminder boost open rates, but it can prove the value of your SMS campaign as well.
As customers continue to be pulled in many different directions by constant targeted advertising, marketers will need to find new ways of providing value with their messaging. A multichannel approach ensures that your customers always know where to reach you and engage with your business. The more engaged they are, the better experience they will have, and the higher your retention rates will be.