Tranter Banter

If your company is considering an email marketing campaign, there is a lot to consider.  It’s more than simply throwing together a message and sending it to everyone on your email list and waiting for the responses to come pouring in.  A lot of time and consideration should be given before embarking in this direction.

First of all, unwanted email can be considered spam.  Even to people that you may personally know or who may be considered valued business partners.  Every email must include an “unsubscribe” option so that the recipients can opt out of receiving future emails.  Most of our general use email accounts do not include this option in standard emails.

One of the first steps in deciding whether to implement an email program is deciding your target audience.  If your target audience is an elderly population who might care less about the computer, then you would clearly be wasting your time and money sending your information to them.  

As a general rule of thumb, Marketingprofs.com  estimates that open rates for emails are 11.4 percent.  That means that out of every 100 emails, only 11.4 percent are actually read by the recipient.  Most folks read the subject line and just pass on opening and actually reading the email.

Email companies such as Vertical Response or Constant Contact are available to help you design a specific email program.  They charge a modest amount for each email.  On these sites you are able to choose an email template, upload your email address list and keep track of all different analytics pertaining to the effectiveness of your email campaign.  These companies do not like emails returned for a bad address or unsubscribes and can get very picky about this.  Sometimes on these sites you can find the opportunity to try free emails to see if the idea is right for you and your company.

Here are some ideas to help your email campaign if you elect to go ahead;

                Keep your subject line to between 14 and 27 characters.

                Email prime time is in the morning.

                Sunday is the best day to send emails.

                Make your email eye friendly.

                The style and colors of your email should reflect your brand.

                Make your email relevant.

                Include photos.  Some people are very visual.

                Include links to your social media sites.

                Include a “call to action” such as subscribe, contact us, buy, etc.)