Better Direct Marketing Emails
If it is to provide a reasonable return on your investment, email marketing needs just as much care as any other marketing activity. The touchstones for successful email marketing include consistency, clarity and professionalism (even if the tone is informal, the presentation should be professional). Here are our tips for better direct marketing emails.
Design
Consistency in design makes your business more easily recognisable, so ask your graphic designer about graphics, email headers, logo colours, and maybe even a customised signature. Make sure your emails reflect your branding, and your brand values, such as offering value for money, genuine sales, and integrity.
Integrity
Display integrity by explaining why you are getting in touch, and how often people can expect to hear from you. You must highlight how people can opt out if they don’t wish to be contacted. Brush up on the Spam Act if you’re not sure what Australian legislation requires.
Content
Be clear and brief. Brevity is better than trying to cram in a great deal of information about your wonderful offer. Tempt people with a teaser, and then provide a ‘read more….’ type link to the relevant page on your website. Test your email on a mobile device too – is it still legible? It better be, as people are tending to increasingly read on the go.
It’s generally best to keep to a single topic at a time. If you are promoting a special offer, it can be confusing to including a notification or reminder at the same time.
Professionalism
Grammar and spelling mistakes look unprofessional, so make sure at least one other pair of eyes checks your content. If writing marketing content is not something you want to spend time on, or isn’t your particular talent, copywriting can be outsourced.
With a bit of attention to detail, email marketing can be another productive marketing channel for your business.
