How many emails do you get every day that you do not even bother to open? A lot? If so, you are definitely not the only one.
For businesses, though, email marketing can still be a very effective way of promoting products and services. That is, if people actually read your emails. So how then, do you create a newsletter that people actually want to open and read, rather than mark as spam or move to the trash folder unopened.
The lines between email marketing and spam are often blurred, so let us start first with explaining the difference between the two.
Simply put, email marketing is the targeting of consumers interested in your business’ area of expertise through email. The keyword here is targeted. Your marketing campaign is sent out not to a random group of consumers, but rather to a specific group of people whom have previously indicated their interest in your products or services.
Source: Search Engine People
Spam, on the other hand, is “any email sent for commercial purposes without permission from the receiver.” In other words, an email becomes spam when it is both unsolicited and bulk. If the recipient has not granted your business permission to send them such emails and the message is sent out to countless other people who also never signed up for it, the message is considered spam; it is unwanted and not targeted to a specific group of consumers.
So, if so many of these emails remain unopened in people’s inbox, how can you still use email as an effective marketing tool?
The first step should be to create an opt-in box for email newsletters on your website. If people fill out their email address, you can expect them to be interested in receiving messages from your businesses. This is a great way to avoid sending unwanted emails and annoying people by filling up their inbox with information they do not want.
Next, spend time on improving your newsletter’s content; make sure it is engaging and interesting. Listen to your customers to find out what interests them and adjust the content accordingly. The best way to go is to personalize emails as personalized promotional mailings have 29% higher unique open rates and 41% higher unique click rates than non-personalized mailings. Also, while it may not seem that important, make sure that your subject line is catchy and conveys the right message. 47% of people decide whether or not to open an email based simply on the subject line.
So, keeping these tips in mind, your business should be able to run a very effective marketing campaign. Looking at the above-mentioned statistics, it really is worth the trouble.
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