Email marketing remains one of the most effective, powerful and low-cost ways to boost engagement levels and increase returns on investment. Unlike social media, which reaches out to a much wider audience, email marketing enables you to appeal to a more committed audience in a less competitive, more creative environment (see here for more reasons why email marketing beats social media marketing).
Email marketing has been proven to generate exceptional returns on investment – when executed correctly. With that in mind, here are our top dos and don’ts designed to help you increase your open rates and boost your return on investment:
Project a Sense of Urgency
Project a sense of urgency by opting for time-sensitive words and offering a deadline in your subject line. In doing this, you will entice your audience in and encourage them to open your email, as they will feel there is an element of timeliness about your email that cannot wait until a later date.
Write Compelling Subject Lines
Email marketing studies have discovered that subject lines rephrased as questions make readers feel more compelled to open the email on the spot. Here are 3 more ways to create compelling subject lines.
Avoid using Spam Words
Inboxes have become very adept at detecting spam messages, and the last thing you want is for your email to get filtered into the recipient’s spam box. To avoid this, be careful with your choice of words, both in your subject line and within the body of your email. For instance, avoid using too many exclamation marks and pushy terms such as “Read Me” or “Urgent! Please read!” When you plead with your readers to open your emails, they’re much more likely to ignore them or delete them.
Avoid All Capitals
Subject lines written in all capitals will not be received positively by your audience. First of all, text written in all capitals in the online world actually means that the writer is shouting! Furthermore, all capitals comes across as very salesy and pushy, which will immediately put the viewer off. Instead, create alluring subject lines that make readers feel as if they are being spoken to directly. This will compel them to click through and discover more.
Don’t Get too Personal
Technology has come a long way in recent years, meaning that you can easily personalise your emails to include the recipient’s name, location and other information. However, don’t take this too far: using their full name and other personal information in the subject line could easily put the recipient off, so save these tactics for the body of the email.
Need help with your next email marketing campaign?
8 Ways Media is a leading branding and web design agency with a wide international client base. Offering the most creative marketing solutions around, we deliver exceptional results to businesses of all shapes and sizes. Get in touch today if you are seeking email marketing services from a contemporary web design agency with a unique, bespoke touch.
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