Things are changing in the world of digital marketing. The new kids on the block – social media, influencer and video content – are dominating the landscape and you might be fooled into thinking that more traditional approaches, such as email marketing, are now old hat, dead, gone. You couldn’t be more wrong. While it can be extremely irritating to have your email inbox buffeted on a daily basis by endless brands trying to flog you their wares, the data doesn’t lie – email marketing is still the top performing digital marketing channel in terms of return on investment. That being said, it’s easy to get it really wrong, as we just alluded to. Consumers will be turned off if you deliver pointless, boring drivel to them twice a day, but don’t reach out enough and you risk losing their custom altogether. In the minefield of email marketing, it’s important to know your way around. Here at Koncept, we recognise the intrinsic value in a well-deployed email marketing campaign. On a daily basis, we work with our clients to craft campaigns that will excite, intrigue and entice their customers to pay them a visit, check out their social media or more generally engage with the brand and help to achieve increased sales, brand growth and awareness. So for all those out there worried about their email marketing efforts, we’ve compiled our top Do’s and Don’ts to shed light on how to increase the effectiveness of your campaigns. And if you fancy a little help, drop us a line today so we can discuss how to make an impact with your email marketing.

DO – Grow your email marketing list organically.

With the new GDPR regulations coming into force in May 2018, the days of companies buying data en masse and sending out junk emails are – mostly – behind us. With consumers inboxes feeling lighter and the potential for engagement levels to increase now that people don’t have to wade through so much junk, it’s important to take every opportunity you can to grow your email marketing list so that your campaigns have as large an audience, and potential impact, as possible. Drive people to your website by including its address on physical receipts and ensure that if you use social media your website address is included in your details and within your posts. Make sure the sign-up form for emails is easily accessible on your website, and perhaps offer a small discount on next purchase as an incentive to sign up. Ensure customers who sign up receive a welcome email immediately!

DON’T – Buy your email list.

It goes without saying, really. There are still legal ways to acquire boat-loads of data that are still being used, but why waste your money? Engagement will be low and all the effort you put into creating and executing your campaign will go to waste. You might feel like having 100,000 people on an email marketing list will surely bring some returns, but consumers are savvy. It takes time, commitment and genuine care to build a loyal and engaged customer base, and if you put your mind to it, the results will far outweigh any that you’ll get with bought data.

DO – Curate interesting, varied and well-designed content.

While it’s important to keep customers up to date with the latest offers, discounts or new products or services your business may be offering, it’s also extremely important to engage your customers will content that will interest them and ensure they end up looking forward to and reading your emails on a regular basis. Think about what your business does or stands for – what does your customer base like? What knowledge or expertise do you as a business owner possess that your patrons might be interested in learning about? What kind of design or images would appeal to your demographic? Taking a short while to consider these factors will go a long way towards ensuring your emails are targeted towards and appealing to your specific customer base. If you can get your customers into the habit of reading your emails, they will be actively engaging with your brand significantly more, and the cumulative effect could be increased sales, increased social media following and ultimately brand growth.

DON’T – Send the same, generic email to everyone on your marketing list.

If you want to take your email marketing efforts to the next level, segmenting your subscriber list into categories, and then curating your content to appeal to them specifically, will really help you make the most out of your email marketing efforts. For example, many retail outlets will stock a wide range of products around Christmas, but will young women aged between 18 and 25 want to hear about a fantastic new range of haircare for men with receding hairlines? The goal is engagement and the effort that is put in to cater your content to customers on more of an individualised basis will be appreciated by them in the long run. Personalised content increases the chances of an email being opened by almost 30%, so the more personal, the better!

DO – Use analytics to hone and improve your campaign.

Analytics tools are crucial within digital marketing to ensure that what you are doing is helping you to achieve your goals. It’s crucially important to set goals for your digital marketing efforts, and email marketing is no different. To maximise return on investment, look in detail at how your campaign has performed – how many impressions did the email receive? What was the open rate? If you included a call to action, how many people did what you wanted them to do? Paying attention to reporting and analytics can take a campaign from being good to great. Reporting and analytics is the best way to ensure your hard-earned marketing spend is working as hard as it can for you and your business.

DON’T – Forget to proofread.

You could have the best email marketing campaign in the world, but if it’s riddled with errors, its effectiveness goes from 100 to 0 in the blink of an eye. Part of building consumer trust is demonstrating that you care about your customers, and the lack of care and attention spelling or punctuation errors display will easily turn customers off. Free tools such as Grammarly are perfect to ensure your content is tip top – it not only points out spelling and grammar errors but can suggest ways to improve your syntax and sentence structure.

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