A guide to email marketing

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Email marketing can be one of the most effective ways to reach potential customers. It can be used to inform people about a new offer, or to promote a specific product or service. This form of marketing needs to be executed well for it to benefit your business.

Many businesses also send out more general emails, for example, a regular newsletter or a Christmas card. Whilst this can be a good idea, you have to be careful not to overdo it. Annoying people by sending them too many emails can be damaging to your brand and may lose customers down the track, particularly if they request that you remove them from your email marketing list. Here are some tips to improve your email marketing:

The subject of the email is critical:
When a subject is not intriguing, people will not open the email. Not only will this mean that you’ve wasted your time and effort, but it also creates the impression that your organisation sends out redundant emails. Emails that have new information about the business or promotions are more likely to be opened than a general update from the company. When you have something valuable or new to say, people will have better engagement.

Be mindful of content:
Long emails can be detrimental to your strategy, shorter styles can help keep audiences engaged. With our busy society, people appreciate clear and concise content. Continual use of large, distracting images can also hinder open rates. Some email programs find it difficult to open large files, slowing down the time it takes to open an email.

Send your email at a time when your target audience is likely to be online:
Emails sent out around 10:00 am or 2:00 pm on Tuesdays to Thursdays have the best open rate as a high volume of people are on their computers or devices during those times. The frequency of emails sent is also important to open and click rates. The open rate is highest when a company sends two emails per month, and too many will oversaturate the market and annoy clients.

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