Some people tend to think there is nothing difficult about email marketing. You just need to copy the text from a site, paste it into email, and send it out to subscribers. As a matter of fact, there are a lot of things you need to know in order to run efficient ecommerce email marketing campaign: to get more profit, larger sales volume, more calls and so on from each and every email you send.
1. The fewer links, the better
Always keep in mind what is the goal that you pursue when sending emails to subscribers.
The fewer links your email contains, the better. The ideal situation is when there is only one goal and one link per email, or several links leading to the same page.
The more links, the more likely your subscriber will be taken to a wrong landing page.
2. The fewer pictures, the better
Very often the pictures are not displayed in some email clients. That is why your subscriber may see just an empty display, in case your email contains only pictures.
Emails with pictures tell a recipient at a subconscious level that you want to sell something to her or him. People are tired of being convinced to buy something.
Send text messages, so-called “friendly emails”, which look the same as if they were sent by a friend of yours. And friends quite rarely send emails with pictures.
If you still want to insert a picture in the email, make sure the basic information is given in a text message, and a picture just emphasizes it or adds emotions. Always remember that a subscriber might not see a picture, and so alt attribute should be completed.
3. Not more than 5 lines per paragraph
To make a text readable always divide it into paragraphs. Each paragraph should include not more than 5 lines. Otherwise, it is difficult to read. And as you know, there is lots of information to read in the Internet, so do not make your subscribers to read even more of it. Do not write long and complex texts.
The most important thing is a recipient would be able to fast and easily read your message. A short text consisting of one paragraph of eight lines is much harder to read than a long one, but divided into paragraphs.
4. Use bold font to highlight important words
Bold highlight the most important words and phrases in a text (not more than 3 words per paragraph). Make it so that even without reading the whore text, but running one’s eyes over the letter, a recipient would be able to get the main idea of it.
Having given a letter the up and down a subscriber decides whether it is worth reading it further.
5. Do not forget about stereotypes
There are some common stereotypes of those who spent a lot of time in the Internet:
- links are underlined and blue;
- italics is used when you quote;
- the larger size of a font is, the more important a text.
Therefore, if your link is written in bold and is red, do not be surprised that it was not clicked.
6. Not more than 3 different kinds of text
Do not use more than 3 different kinds of text (font, color, size, italics). Emails written in different fonts, sizes, and colors look unreadable and low quality.
7. Specify the author of email
Emails sent on behalf of “X Company”, or “X Team” are less efficient, than those emails written by a certain person.
Why is so? Email marketing is about building relationships with a customer (or subscriber), and people prefer communicating with an exact person, not a company or a team.
Decide on a person that will be put as email author: the director, the head of a department, a specific manager, etc. If there is no such person in your company, make up a fictional person but with real name, and write on behalf of that person.
Increase subscribers’ confidence by adding a picture of email author.
8. Talk to a specific person
You know that your email is received by some person, so it looks a bit strange when you insert “Dear Colleagues” instead of the first name of a subscriber into a message.
Personalization is a powerful method to improve email marketing efficiency. Put the name if known into your message, or use “Dear customer”, or “Dear friend”. Address a certain person in your email, but not virtual “colleagues”.
Remember that the best email campaigns are based on acting the same way as a successful sales manager.
9. Write clearly
Don’t write emails in advertising tone. Phrases like “Our Company is the market leader”, or “We are a customer oriented company” will most likely make your subscribers feel like someone is trying to push them the product.
Use simple words, like when you talk to your friends or relatives. Having written the email, read it and think if you use exactly the same words in everyday language.
We hope these email marketing ideas will help you to run your email marketing campaigns in a more efficient way and will allow you to get more sales and orders, and attract more returning clients.
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