The first step in any email marketing campaign that wants to achieve good results is to reach the inbox. If we are not even able to sneak in there, let's not even talk about converting.
Learn good Email Marketing practices to help us avoid the spam box:
For example, if your email list has many emails that do not exist (made up) or many users who never open your emails, your reputation will not be good.
From here, we now enter what would be the content to avoid the spam tray. It is essential to send messages with text, not just with images. And do not overdo the weight of the images, since that can quickly send us to the spam folder.
Finally, it is very important to configure the DNS records (DKIM and SPF).
The subject of the email is very important where you must make very clear the offer or benefit that you are going to tell the user. If in doubt about what works best in your database, you can do A/B tests and see which subject gets the most opens.
Two tips here:
- Be sure to clearly identify yourself, there is nothing more impersonal than an email sender with an unidentified or unattractive name.
2. Segmentation is key. We are not all the same and it is important to create groups of users with similar affinities, such as, for example, people who buy groups of similar products in our online store.
If we have a pet store, we can segment by those who have dogs, cats and birds. It seems unbelievable, but there are companies that continue to send me offers for cats when I have been buying dog food for 1 year and they know that I only have one dog.
To take into account…
Tips on designing your emails
There really is no guide on what an email design should be like for it to be successful. But each user is different and each one likes different things. What is clear is that this design has to adapt to the email reception device (the famous Responsive), something that becomes more important every day and even more so in a world dominated by mobile phones.
An important point that is often ignored is not to include the relevant text of the email as an image. How many emails have you received with tiny text because it is included in an image? It's not just that it can't be read, it's that it generates rejection!
Another point that is often overlooked is the identification and contact information, in addition to the unsubscribe link. For me it is an essential point: to easily know who sent me this, why and how to locate them. That text of “we sent you this newsletter because you registered in our database” or “because you bought in our store” can save us more than one scare. And even more knowing that now Gmail makes it very easy for us to say “look, I think this email is spam”, even if it is not.
The content
How should you write good email copy?
Basically we have 3 parts:
- Email introduction
- The argumentative text
- The call to action
The introduction should be clear and concise. It must be an extension of the subject of the email and must not exceed two sentences. The text can be emotional, but it must also have a rational part in which we make clear what the offer and benefit of this communication is.
Next, let's talk about the content. It's not just that people don't read by default, but they're also going to receive dozens of emails like yours, so get to the point and don't go overboard with the text.
You can use visual aids such as bullet points and the hierarchy of titles. We can even ask a rhetorical question to the user who is reading said email. Lastly, and although it is obvious, do not use excessive capital letters. Capital letters are annoying and generate noise when reading.
- Coming to the call to action (CTA), it must meet a series of requirements:
- Look like a call to action (if it's an action button, have it shaped like a button)
- Be concise
- It must be very clear
- May contain accelerants (24 hours only, until Thursday only)
To finish, you must send the user where it belongs. That is, to the product sheet or the post that you want me to read in depth.
Kmedia offers a software platform with Best Email Marketing Practices for Your Needs, we support the creation of subscription campaigns, with detailed information on progress and results in real time and at low costs.
