We’re celebrating owner Jacqui Davis’ Master Certification with Constant Contact with a new series on email marketing. We’ll go in-depth on the many different facets of promoting your business via email–and please send us your questions as we go through this series–we want to provide answers to the email problems you have now.
Win Over Scanners
The most important thing to keep in mind for marketing emails? Staying out of the trash. Think about it. When you’re in full speed work mode and blasting through tasks, how long do you spend reading emails you don’t have to read? Do you even open them? Two second glance, make up your mind, and into the trash it goes.
Most people take a quick glance at the content of an email to see if it contains something that’s interesting and relevant to them and make a split second decision based on that first scan. Here’s your primer on staying out of the trash with basic email etiquette.
Basic Email Etiquette
Do obtian consent to add an email address to your list. This can be implied by a business relationship (i.e. they purchased a product you sell online and freely gave you their email) or express consent–when you ask people to sign up for your newsletter and business updates, that’s expressed consent.
Don’t buy or rent a list of email addresses. Make your own list. Your email list knows who you are and why they’re receiving your emails. Your list wants to receive your emails. People from someone else’s list have no idea who you are–and they probably won’t add two and two together and remember clicking that box that gave permission to share their email with third parties. As far as they’re concerned, you’re just spam.
Do give a warm welcome. When someone joins your email list, it’s a big win for your company–and they probably know that–so thank them personally! A short welcome email sets the tone for your future interactions with this customer on a positive note.
Don’t pester your new list member with constant sales pitches. Think about (and research) how often your target customers will appreciate hearing from you. In the long run, you’re going for top-of-mind expert in your industry, not junk mail.
Do include an Unsubscribe option in every email. It doesn’t have to be large, but your opt-out should be visible at the bottom of every email you send.
Do put your contact information and social media links in the footer of every email you send. Customers won’t know where you are online unless you tell them!
On the visual side, consistency and readability reigns. You want your customer to recognize you from the consistent appearance of your emails (i.e. you don’t change the header and styling every other week because you found a better look).
You want your customer to be able to quickly scan your email and asertain the gist of what you are talking about. Those two seconds can make the difference between a permanent unsubscribe and a sale.
Don’t use multiple different fonts. Pick one or two fonts and use them consistently throughout all of your emails.
Don’t use static, posed stock photos or clip art–you want to grab their attention, not remind them of a brochure from two decades ago.
Do use obvious headlines and subheads to highlight your main points–this helps those two second scanners to ascertain exactly what your email is about quickly, so they know if they want to read it or not.
Don’t use a tiny, unreadable font size. This is an important one to remember because of the rising use of smartphones to view email. You don’t want your customer squinting at their phone just to figure out who an email is from! Don’t go any smaller than 22 point font for headlines and 11 point font for body text.
Stymied by email marketing–or just finding the time to send out emails? Email marketing creation and management is one of the many services that Virtually Here offers. We can do it in conjunction with you, helping you plan and managing distribution, OR we can take the reins completely out of your hands and do full service email managment–from ideation to writing, distribution and list building.
On the fence? Our owner, Jacqui Davis, offers a free one-hour consultation to new customers. Set yours up now!