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Email is one of the oldest forms of digital communication and the backbone of the internet. With the number of email users increasing every year, some marketers believe that email marketing may well outlive all other sales methods.
Very often, a database of customer email addresses is the only asset a small online shop, dropshipper or online retailer has. And that is no exaggeration. A social media site can be hacked. A website can be blocked, a YouTube channel can be deleted (sometimes for no apparent reason). But information about people you’ve worked with before, clients’ emails – that’s something else. It is easy to store and control.
The rule of three
How to attract, return, interest and simply inform the customer? The rule of three – for a successful mailing list you need
- A database of email addresses
- a well-formatted text message
- a website or a web page that the customer will go to
The effectiveness of the newsletter depends on how well it has been prepared. If the open rate is not more than 15-25%, the click-through rate is low and the unsubscribe rate is off the charts, you need to change the content of the mailing and the principles of mailing in general. Remember, you are a guest in your customer’s mailbox and they must give you their permission to use their email address.
Segmentation
Email newsletters deliver maximum results when your business objectives and recipients’ needs are aligned. The first step is to segment your email list by demographics, geography or subscriber actions. Decide which metrics are most important to your business. Age, gender, job title and income level can tell you a lot about a person’s needs and interests. Careful segmentation allows you to create targeted messages.
Geographical segmentation is a valuable tool, especially for businesses where the location of the store and the customer influence purchasing decisions. For online sales, be sure to take seasonality into account when sending such mailings. Be sure to segment your data into active and inactive users. Or focus on those who are active and engaged.
A subject line that cannot be ignored
The subject line is one of the most important elements of an email. It is the first thing the recipient sees when opening the email. It is recommended to use intriguing, clear, concise and memorable phrases that characterise the content of the email.
The subject line focuses on the audience’s problem:
- Interesting content
- Use keywords
- Demonstrate the benefit
- Use the active voice
- Personalise where possible
Avoid terms that may trigger spam filters, such as ‘clearance’, ‘free’, ‘good deal’, ‘cash bonus’.
Pre-header text
The email preheader is the line of text that appears in your inbox after the subject line. It is often confused with the preview text of an email – they are not the same. Preview text only appears in your Inbox, while preheader text also appears in your Inbox, below or next to the subject line. Pre-header text can be 40 to 130 characters (30 to 55 on mobile devices).
Memorable headline
Describe in one sentence what you want to sell? An unconventional and memorable headline grabs attention. If you can briefly and succinctly explain how your product will benefit, change or make the wearer stand out, the potential customer is likely to pay more attention to your words.
Stelvel Ltd best practices
Email marketing has the highest overall return on investment at 4000%. One dollar invested returns 40 dollars!
According to statistics, the highest response rate is achieved by using the name of the recipient, the name of the product or the name of the company in the preheader and subject line.
The human brain processes images 60,000 times faster than text. Include infographics and visual content in your newsletter. Break up text into short paragraphs, create bulleted lists.
When working with clients and partners, Stelvel uses its own systems to evaluate and monitor the effectiveness of email marketing. With their help, Stelvel marketers test: headlines, topics, images, amount of text, hyperlink clicks. They analyse the response to advertising: open rates, CTR and CTOR.