Do: Use personalization.
Don’t: Send the same email to every recipient.
Personalized emails encourages six times higher transaction rates, according to Experian. However, the company also found that most businesses are not opting into personalized emails – with 70% surveyed saying they do not use personalized content. A unique aspect to different consumers’ emails can make the difference in increasing click through and response rates. Whether you utilize the person’s name in the subject line or suggest products based on previous purchases, putting in that extra aspect of personalization will be sure to make a difference. An easy place to begin is with segmentation – based on consumer preferences, ages, gender, or interests.
Do: Inform and entertain your customers.
Don’t: Make every email a sales promotion message.
There is a reason as to why your consumers have opted to subscribe to emails – and it is important to keep them interested in what you have to say. Stay away from loading all of your messages with sales promotions – mix it up with informational or educational messages, exclusive insights or tips about your products in order to retain subscribers. According to a Marketing Sherpa study, email is the preferred method for consumers to interact with businesses.
Because email is the preferred method, it is important to understand that subscribers want to communicate with your brand beyond sales messages.
Do: Use visuals
Don’t: Overload your email with too much words.
When consumers open an email, it only takes a couple seconds for them to decide whether to keep reading or not. Instead of relying on too many words to spread a message, use visuals and images to tell the story you want to convey. A Skyword analysis discovered that total email views increased by 94% when the email contained a visual element.
