When we talk about best practices in email marketing, a quick Google search gives you a lot of information, such as ratio of images to text, optimum subject line length, best subject line words to use, best times to send, who should it be coming from – a name and an email address.
Whilst all of the above are very important there is one rule, a golden rule that overrides them all: make your email relevant to your audience.
Relevancy is the key to success in your email marketing and in fact 76% of the respondents (Email Marketing Strategy Outlook Report., 2013) said it was the most effective tactic in achieving email marketing objectives.
Building relevant email campaigns depends on 3 things:
- What your audience wants to receive – segmentation
- Personal information – personalisation
- Local information – localisation
1. What your audience wants to receive
Do you have a method of capturing this? Ideally you would do this using a sign up form like the one below.
Similarly existing subscribers should have a means of accessing the same information and it could be using a similar form but pre-populated with their information.
The area shown above in blue is segment information and you should be able to include or exclude these when it comes to sending your email campaigns.
Once you begin to collect this kind of segmented data you are on your way to sending highly relevant emails and in so doing watch your open and click rates go up dramatically.
Stay tuned for the next blog post where we talk about personalisation.