Fact #1: People receive a ton of information on a daily basis. Gone are the days when people go out searching for them. These days, information go looking for them, and from different sources.
Fact #2: More and more people increasingly depend on their smartphones with just about everything—calls, texts, email, Internet browsing, among others. Their phones and tablets have replaced their need for traditional media—newspapers, books, magazines, even television and radio.
How do these facts impact your email campaign? With so much information, how will your email marketing compete to get your customers’ attention?
These facts shouldn’t scare you. In fact, it should help you enhance your campaigns. Consider the following changes to improve your current email marketing campaign.
1. Optimise the timing of your email communications.
Some emarketers suggest to periodically send out emails to subscribers to keep them updated—and keep the brand on top of the customers’ minds. Some suggest to allow the customers to choose the frequency by which they receive your communication.
The problem with frequently sending out mail is how you can come up with fresh content each time. Don’t force it if you have nothing to say or share—and forcing it makes your email communication less valuable.
Instead, send out mail when there’s news—perhaps that sale you’re going to hold, or maybe loyalty discounts for email subscribers. Don’t forget to send them birthday greetings on their big day!
2. Optimise emails for mobile handheld devices.
As people increasingly use mobile handheld devices—smartphones and tablets, the trend on desktop usage has been decreasing through the years. This means that when you create your bulk email templates, you need to optimize it for all types of devices. Your subscribers should be able to read your emails on the smaller screens of their tablets and smartphones as they would on the screens of their desktops and laptops.
3. Optimise your database.
Email marketing success depends on how well you manage your database. It should always be kept clean and updated. A list that contains bad and inactive addresses puts your reputation in peril. Furthermore, respond quickly to unsubscribe requests. You don’t want customers tagging your emails as spam. Remember, a streamlined list is better than a bloated one—it is better to focus on the people who truly want to receive your marketing communications.