It’s happened to all of us. That “Dear [insert name]” introduction, promising you the personalized deal of a lifetime... But it doesn’t have to be that way.
Impersonal, robotic emails should be relegated to the virtual trashbin because they make your customers feel they’re just another faceless number. You value your customers, don’t you? Then show it! Make them feel enterained, informed and unique – and they might just take notice of your products and services.
1. Use a “Buyer-Persona” Emailing List
Don’t put all your eggs in one basket - and by this we mean don’t send every piece of information out to every consumer. When sending emails, it’s vital to segment your messages and draft separate emails according to your specific audiences’ needs, wants and behaviours. For example, US-based eyewear retailer Warby Parker now segments their customers via location, buying frequency, gender, engagement level and even email type – customizing each email based on the recipient’s personal data.
2. It’s All In The Subject Line
Some of the greatest subject lines come from companies who like to spice things up. You need to be controversial, use reverse psychology, make them feel like they’re missing out, or simply find some way to raise their curiosity enough to read your email.
3. Make The Call To Action Stick
You’ve made a serious blunder if your email doesn’t encourage a Call To Action (CTA). Some motivation, a useful link to get more information, anything that encourages your potential consumers to spend a litte more time focusing on you. Your best bet is to fly under the radar with content that nudges them in the right direction. Speciality retailer J.Crew Factory subtly reels consumers in with minimalist humour before presenting them with links encouraging them to interact with their services.
4. Make it mobile-user friendly
Recents statistics reveal that 80% of smartphone users in Hong Kong send and receive emails from their phones daily. But even the best mailing list will fall flat if your content isn’t up to scratch? Design your content in a single-column template, under 600 pixels wide and remember to keep your images small.
5. Eliminate Spam trigger Words
Spam. It’s the first word on everyone’s lips as soon as you see a marketing email. The trick is to employ distinctive and creative phrases that make your email stand out from their competitors. Avoid the faux pas of pushy-sales and clichéd wording like “incredible deals” “money back guaranteed” or “you will not believe your eyes”, because let’s face it – those emails will go straight to the junk box.