Each year, email marketers have to adapt to the ever changing landscape that is the internet. Successful strategies in the year prior could very well be rendered useless due to new rules and regulations. This year is no different. Due to increases in social media and mobile device use, more and more legislation revolving around privacy are being promoted. To adapt to the new measures Mark Emond, president of B2B marketing company Demand Spring, offers several best-practice concepts for you to follow.
Marketers should focus on two goals with their emails: getting them opened, and driving responses. First we will look at how to get people to open your emails rather than deleting them instantly. In the “from” section, it helps to send it from a known individual rather than a company. This gives the email a more personalized effect right from the beginning. Subject line length is key as well. Even though people tend to respond to longer, detailed subject lines, keeping them around 40 characters is the best. Lastly, opt-in practices are not only absolutely crucial, but in most case the law. Permission marketing allows the consumer to opt for future emails, letting them know that you are not looking to harass them. It also whittles your lead list down to more quality leads.
Once you have convinced the consumer to open your email, the next step is to cultivate a response. When designing the body of your email, it’s important to word it to sound less like an advertising pitch and more like a form of communication. For example, personalizing the greetings (“Hi”, “Hello” instead of “Dear”) and conversational copy is more warm and inviting for the consumer.
The next key is to keep the email short and sweet. As people’s lives get busier and busier, the less time people have to devote to emails. The length should be 2 to 3 paragraphs per email, 4 lines per paragraph is what most experts recommend. The use of bullet points are also good, but keep in mind that a majority of people only read the first 5-6 words of a bullet point (Source: Email Marketing List Services from ProMarketing Leads).
Email marketing allows for direct communication between businesses and consumers that you just can’t achieve with print ads and billboards. Email marketing has also grown to integrate with social media, and other forms of marketing. By following these rules, you maximize your potential for response and sales.