Picture this: You spend hours laboriously crafting the perfect email, one that you know your clients will love. You send it out, excitement engulfing you as you imagine how great the response will be. But as the results trickle in, they aren't quite what you were expecting.
Could it be that your customer never received your email at all, or that it merely went overlooked? Below I've outlined two simple but powerful rules to ensure that your hard work isn't wasted and to increase your email readership.
Get on their list. Ask your customers to put you on their contact list or in their address book.
You want to make sure your emails stay out of the spam folder. The increasingly variable nature of spam filters, and the fact that they are often user defined, makes this a particularly challenging task. There is really only one strategy that ensures that everyone who wants your emails always gets them, and that is to always send your email from the same email address and to ask your recipients to add your sending address to their contact list or address books. Mail sent from a known contacts is always put into the inbox. We suggest you use a simple text email to send new users this request along with an option to opt-out if they are no longer interested.
Use branding in your emails, and that doesn't stop at including your logo.
Become an expert on your company's brand and then make sure it is clearly displayed in all the emails you send. By consistently using the same address (as suggested above) your recipients will recognize your message, but if they are quickly scrolling through their inbox, branding can ensure your email is a familiar and trusted sight. While the content of your email, such as pictures and copy, is important, the subject line is the most crucial. It will be the first thing your readers see, and possibly the only thing unless you make a good impression in the subject line. Your opt in customers trusted you and found value in your product, so they will be more apt to open an email if they know it's from you. This will separate your message from spam and other generic communication.
There are many rules that can be applied to sending marketing emails, but as always the most important is to provide your customer with true value. If the content of your email doesn't give your customer something they want, the above strategies won't be able to save you! These strategies simply give your message a chance to be read, its up to you to give your readers something worth paying attention to and acting on.