With the rise of digital, and recent GDPR and data privacy regulations, there has perhaps been a bit of a backlash when it comes to email marketing. Many traditional email lists were decimated with the introduction of opt-in, but in 2017, there were 3.7 billion global email users. This number is predicted to grow to 4.1 billion users by 2021!
The truth is, for many, email marketing continues to be an effective way to grab the attention of prospective customers, if it’s done correctly.
Think mobile! Do you open your emails on the go? Yes, so do your readers – with much email read on mobile, make sure it’s optimised for the audience – don’t lose them before they’ve started reading.
Segment your audience: is your email relevant to all of your customers? According to DMA research, less than one in 10 (9%) of marketers say all of their emails are relevant to their customers. Personalisation is key to engagement – but can you also segment your target list further – by demographic, interests, purchase history, dietary requirements?
Keep it brief: yours it not the only email hitting an inbox – so keep your content to the point with a clear message. Images remain an important tool in email marketing – so supplement any extra text you are tempted to add with an image to make your message even clearer
The subject line: might just be the most important consideration. What makes your email stand out above the rest? While this could be the hardest part of your email creation, it’s the one that will get you noticed. Keep it short and snappy.
If you are interested in learning more about small business marketing, please email firstname.lastname@example.org for more information on how our Elevation Marketing programme for SME’s in the food and drink industry could help you!