This is a question many organisations have asked us. Before we begin, think about all the eDMs you receive in your own email. How many do you receive a day? 5, 20, 50, 75+? Now think about the ones that you actually read, that number is probably around the 1-2 mark. So why is it that we read some eDMs but not others?
One of the main reasons is that we are time poor, when electronic marketing via emails first started, it was exciting and something new, hence we signed up to databases to receive the latest news and specials from our favourite organisations. Fast forward to the present day and eDMs have become a virus, a nuisance that seems to multiply each day. So, to ensure your eDM is read, follow the below tips:
1. Personalise, Personalise and Personalise
The great thing about eDMs in comparison to other forms of promotions and marketing, is that you can personalise the message to better suit the needs of the end receiver.
FACT : No one wants to read a promotional piece that is mass targeted, if we did we would read all paper based advertisements.
So for example, say you work in the hotel/resort industries; you want to send out an eDM to everyone who stayed at your hotel for the last week. Now to be really effective you could segment your customer data based on the type of accommodation the guest stayed at. So for instance, someone who stayed in a superior room would get a different eDM to those who stayed in a standard suite.
Why bother? In the long term, it’s an invaluable way to increase brand loyalty and spread positive word of mouth.
2. Don’t bombard consumers!
As established in the introduction, consumers receive 1000s of marketing messages per day, so the last thing you should do is be overzealous with your eDMs. Remember, you only have one shot to get it right! if you get it wrong the consumer can opt out, and you will not be able to communicate with them via electronic messaging again.
3. Have a clear opt-out policy
If people do wish to opt out, it can be for numerous reasons; such as no longer being interested in your product or service. As a result, the opt-out function should be simple for consumers to use. Over-complicated procedures frustrate consumers and leave them feeling dissatisfied with your organisation.
REMEMBER: Opting-out is part of the law, you must ensure the function works and that they are removed from your distribution list if you do not do this, you risk serious fines and a poor public image.
Timing is everything, if you want to send out an eDM to people who recently used your services, don’t wait a week or two, send it within 3-5 days of the purchase taking place. Any longer and the consumer will not know why you are sending out the eDM.
DO NOT send out eDMs after 6.00pm, as these often get seen as SPAM and will automatically be deleted by the consumer.
The BEST THING TO DO is to time your eDMS based on when traffic to your website is naturally high, this is easy to work out using Google analytical data. For instance, if Wednesdays appear to be the busiest day ,send your eDM out every month on a Tuesday afternoon or Wednesday morning. Also, try to send your eDMs during the same time and day, this helps to build anticipation that your eDM is coming by the end user.
5. Clear subject line and call to action (CTA)
Your subject line and call to action are the two most important messages in an eDM. If people dislike your subject line they will not click on it and if your call to action is not clear, consumers will not know what you want them to do.
For subject lines keep it simple and to the point, a maximum of 10 words should suffice, as you can always use the body of the eDM to get your point across.
The call to action should be clear in the body of the email, as eDMs are target market specific, you should not have conflicting messages in your email. For instance, if you are targeting under 25s, you should not be having messages about being over 25 in your email.
6. Test, test and test!
A good eDM has been tested thoroughly to ensure all the inks are working correctly. Set up email accounts on hotmail and gmail, as well as your work email and test to see whether the eDM works correctly in the three different email clients. You may often be surprised how different each version will look!
7. Learn from each eDM
Software for eDMs often come with analytical tools that provide information regarding the open rate (number of people who opened the email), which links were the most popular and how long your eDM was read for. This is invaluable information that can help you develop better eDMs for the future.
Until next time,
Cents and Sensibility
Julia Taine, Executive Director of Vent2Me, is a marketing problem solver and mentor. A mover and a shaker, Julia sees a niche in an industry, and takes it, by making it her own. Julia started Vent2Me, because people she knew were struggling with their online presence and their digital strategies. Julia knew she could help these people, and so here she is today.