At a time when video and mobile marketing are taking off, email marketing remains an essential staple of any comprehensive business marketing solution. Understanding the basics of email marketing can give you the stepping-off point you need to create a personalized and effective message for your business.
Avoid Hosted Versions
Many companies provide additional information by offering hosted versions of their marketing messages, which can be accessed via a link in the email. However, these links have extremely low click-through rates, meaning you shouldn’t rely on them to provide consumers with essential information. If you do offer a hosted version of your email, make sure to provide a working link to the online version in a place that is clear and easy to find.
Utilize Pre-Header Copy
Pre-header copy refers to the preview of received messages that many users see via email programs or sites. You can take advantage of this tool by ensuring that your marketing emails start with a straightforward and interest-catching sentence. Avoid beginning your emails with images or bland information, such as a link to your hosted version or unsubscribe instructions—this information shouldn’t be the first thing your customers see.
Update Your Fine Print
Fine print may be necessary, but it should also be up to date, accurate, and concise. If your emails’ fine print is longer than the body of the email, outdated, or unnecessary, it’s best to revamp it or get rid of this section altogether. Fine print should act as an addendum, not the main focus of your email; neglecting this rule can confuse or frustrate customers, who simply want to learn more about your services or products without worrying about excessive legal information.
Could your email marketing strategy use a makeover? At Anchor Wave, we’ll help you find an effective and efficient way to reach your desired customer base with our personalized email marketing solutions. Please call (520) 622-3731 in Tucson or (480) 331-8920 in Phoenix to find out more, or read through our blog for additional email and online marketing tips for your business.
