Canned SPAM: Email Marketing

By: Kalan Capers

Email marketing allows you to connect with your consumers in an efficient and cost-friendly way. It is an avenue for sharing information and also gaining trust between your company and your subscribers. Email marketing services allow companies to utilize email marketing tools to create a convenient way for companies to manage client lists, emails, and the content provided in the emails. However, things can go wrong when the emails being sent don’t quite engage the reader as much as they intended. Sometimes these emails can ultimately wind up in the dreaded spam folder.

Here are some tips and practices that can help guide you when drafting emails so that you can be an email guru!

1) Know WHO you’re writing to.

Who are you emailing? Is it your consumer? Another business? Who you choose to email affects the kind of content you send as well as the overall tone and format of the message. Instead of emailing the same email to all recipients, try creating separate lists. That way you can send consumer-friendly emails to only your consumers and more professional emails to businesses in your contact list.

2) Know WHAT to send first.

One of the most important features of your email will be the subject line. These couple of characters will ultimately make or break you since it only takes a few seconds for the user to decide to click on your email or trash it. Avoid “spammy language” by refraining from subjects in all caps (“NEW PROMO! HALF OFF ALL ITEMS”) or excessive punctuation (“** NEW PROMO!! HALF OFF ALL ITEMS NOW!!!!!!!! $$$).

3) Know HOW to write the rest of your email.

Even though what you say to your subscribers will vary every time you email, how you write the emails will remain fairly the same. The message should cater to the targeted audience and match in tone and style. If you can, try personalizing your emails in order to increase the rate of repeated opened emails. Doing so can also help in creating a personable relationship without becoming too unprofessional. An email management system like the service can be the perfect tool to create email templates, schedule emails and perform testing.

4) Know WHY you’re emailing them.

Relevancy is key. Make sure that the emails you send are clearly stated and consistent to your brand. Subscribers prefer quality emails to quantity so it is important that what you are saying matters.

5) Know WHEN to send.

It’s always important to give subscribers insight on the inner workings of your company and making sure they’re aware of updates. However, sending multiple emails every hour and every day can hurt your company and cause them to potentially unsubscribe.

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