Email is a vital marketing tool for attracting new clients while keeping in contact with current clients. However, many companies overlook important structure and content items, with often disappointing, if not disastrous results.
The following items, when used in email marketing campaigns, can render the email useless, and frequently divert your important email to the junk mail folder. Some of these are content-related, and can be just as damaging. Do any, or all of these, and you’re well on your way to a successful fail mail campaign!
Unless you’re emailing to people/companies with whom you’ve had a previous dialogue, sending emails with attachments is an effective way to go directly to the junk mail folder.
Not to be confused with HTML imagery; emails with .jpeg, .png, and other image formats often find the spam folder with impressive speed.
- Lame Subject Line
Since email is often the first introduction of your firm to a prospective client, why use a boring, stale and unattractive subject line? Lame subject line equals rapid-fire deletion.
- Too Much Content
Ever receive an email and open it, only to be greeted by content whose length rivals CVS receipts? While grunting, “Ugh” in exasperation, you click to delete the email with a brutal efficiency.
How far did you read, if at all?
- Too Little Content
Sending an email with barely more than a subject line is like to telling your prospective client, “I’m too lazy to bother with giving you enough information to help you find out more about us, but you should buy anyway.”
Let me know the next time you find a prospect or client that accepts this ‘offer’.
- Weak Content
When it comes to communication, content is king. Make sure that it’s the best it can be! Perhaps you’ve got the right amount of content, but the content itself lacks the sizzle that attracts people. Without a compelling message, prospects won’t see value in your company’s products or services.
Use strong, powerful words…like verbs. Typically, the point of an email is to solicit some sort of positive response. Having a call to action with verbs does just that. It puts prospective buyers in the frame of mind of using your product and elicits an emotional response to using your product.
A Volvo dealer might close an email to prospective buyers with the following call to action.
“Grip the wheel. Sink into the soft leather seats. Experience the exhilarating sensation that only comes from driving a new Volvo. Test drive yours by the end of the week, and get $500 cash back toward your purchase!”
- Lack of Links
Posting links in your email campaign is a simple, yet effective way to drive traffic to your company’s website. It’s also far more Google-friendly. Depending on the length of your email, you should have 3-5 different links (not five links that all go to the same landing page). One hint – make sure that your website content is compelling too!
Email is a critical form of communication for companies of all sizes. Some use it mostly for interacting with clients; others use it to drive new business. Either way, following these simple guidelines increases the likelihood that your important emails reach the target audience and deliver the right message. With one chance to make a good first impression, why wouldn’t you make the extra effort?