You must make e-mail marketing more efficient in order to generate more openings and conversions. Would you like to know how this can be done? Check out our exclusive tips!
In this digital age, so dynamic and technological, tools and techniques are constantly being improved, and therefore, many strategies that worked very well yesterday, may are obsolete today.
E-mail marketing is an absolute exception. It is one of the oldest digital marketing techniques, having survived the internet years, and it is still considered one of the most effective engagements and conversion strategies. All this after many “experts” claimed that e-mail marketing had died”.
However, with the improved security of tools used to send emails and autoresponders in the fight against spamming and phishing, among other malicious techniques, you must optimise your messages as much as possible. You must make e-mail marketing more efficient in order to generate more openings and conversions.
Would you like to know how this can be done? Check out our exclusive tips!
Contents
1. Avoid using too many links
One of the great villains of e-mail deliverability is the use of links in the e-mail body. The majority of e-mail companies, such as Gmail and Outlook, among others, have an automatic configuration to send this type of message directly to spam.
But this becomes a paradox since the texts with links become more likely to be considered spam, while it is up to them to direct your leads to a landing page, for example.
Here, what you need to do is moderate the number of links and leave only those absolutely necessary. And, even more important: always make sure that the links send you to secure pages. Therefore, you decrease the possibilities of your e-mail being sent to the spam trash and increase the deliverability rate.
2. Be objective with regard to content
The size of your message does not imply deliverability itself, but the extension of the text does. More modern tools scour texts looking for spam and other malicious practices, with sophisticated algorithms that search for certain keywords.
When we tell you to focus on the objectivity of your message, we do not necessarily mean that the message has to be shorter. It just needs to be direct, straightforward. Above all, there must be no discrepancy between the message and its goal, especially in the bottom of funnel e-mail marketing.
3. Make your message more personal
Nothing is more annoying in e-mail marketing than messages that seem to be talking with a robot. Your number one concern must always be to please your reader. Remember: you are interacting with people.
Then, whenever possible, add a personal element to your e-mails. A common example is to use a shortcode that automatically inserts the recipient’s name. Thus, even if you shoot thousands of e-mails at the same time, each lead will read your message with their personalized name.
Another cool way to make your message more personal is to send it with your name instead of your company’s name (or, alternatively, the name before the company). In addition to that, the content language should always correspond to your target audience and have a conversational tone.
4. Stay away from the spam box
Never create a fake list. Never send e-mails to anyone who has not chosen to receive them. This is the main rule of e-mail marketing. Send messages only to those who have subscribed to your list in an entirely voluntary way.
When creating your capture form, choose the double opt-in option. Thus, the person will have to confirm if that registered e-mail is valid and belongs to them. This helps prevent your list from being full of invalid addresses, which increases the possibilities of being “blacklisted”. Besides, by confirming the e-mail, the person becomes more aware that they are choosing that subscription.
Another important tip related to this: always offer the unsubscribe option. Place the unsubscribe option in the footer of all the messages you send in case the person feels the need to be removed from your list. If the person does not wish to receive any more e-mails from you and cannot find that unsubscribe option, probably they will report your e-mails as spam. Besides, the new General Data Protection Regulation (GPDR) mentions the right of opposition as one of the fundamental rights of citizens in the protection of their personal data.
5. Always think about mobility
Nowadays, the use of mobile devices has already exceeded the use of desktops and even laptops. Most people who are connected use their Smartphones to access websites, social media and mailboxes.
Therefore, you should always think about the responsiveness of your messages. They should be easily read on small, portable screens. In this sense, the objectivity of the message is even more important.
It is worth saying that rather than making your messages responsive you should think mobile-first. That is, create your e-mails thinking first about mobility.
6. Provide value
Above anything else, provide your reader with valuable content. Forget the sales and advertising. If you wish to establish a good relationship and turn your leads into potential customers, you should give them something. Something they consider very valuable.
Focus your message on the reader before saying anything about yourself or your business. That should follow later, naturally. Trying to force a sale without having conquered your reader’s heart is equivalent to being thrown into the virtual trash.
7. Choose the e-mail marketing tool well
Obviously, none of the previous tips will be useful if the tool you use to send e-mails is not efficient enough. There are several tools, from the cheapest to the most expensive, including some free ones.
And that is where many marketers fail: choosing the right tool. Many complain about the low rate of deliverability, but they forget that often the problem lies precisely in their own autoresponder.
In this sense, it is important to emphasise the efficiency in deliverability of E-goi e-mail marketing tool. With countless customers satisfied with successful shots, it is one of the digital marketing tools that have grown the most in recent years. With a complete management system, analysis and optimisation made easy, E-goi is also prepared to integrate with other tools to boost your marketing strategies.
Before making your decision, know how to choose your e-mail marketing tool well. After all, you are investing in the success of your business. Get to know all the features of E-goi’s marketing tools!