Email marketing – do’s and dont’s

I am often surprised by businesses who spend so much money on their logo, store, packaging etc. and then have no website or an email campaign. Email marketing is actually the most cost efficient way of promoting your brand and at the same time it’s  reminding your customers that a) you’re around and b) that you value their custom.

The designer make up store here in Bulimba that is competing with MAC and Napoleon Perdis has a website that hasn’t been updated for years. They first started making top end make up brushes that were huge here and in the US, but for the last few years they have also been manufacturing and selling a comprehensive makeup range. Their website doesn’t even acknowledge that.

I’m a frequent customer and I am on their mailing list.  I’ve not once received so much as a plain email saying hello. I work very close to the store and walk past daily where I see weekly promotions in their window. Now that makes me think that I must not be a valued customer since they haven’t bothered to tell me about the promotion they’re having, that they don’t care about me and my custom, or that the business is run by unorganised managers and for that reason it won’t be around for very long. These are serious thoughts, and once the customer starts thinking like that it takes a lot to change their mind. (May it also be noted that their store is all glitz and glamour and they’ve spent a fair bob on looking established and onto it and have done all they can there to instill customer trust…. which they subsequently lost by not being organised).

A contrast to that business is the “too quick to add you on their mailing list” business. I’ve swapped my card with a local business owner as we were talking about SEO and SEM for his website. We since emailed about what his site was doing and how I can help. Within a day I received a mail-out on the sale in their store. I am actually interested in the sale and I didn’t mind receiving the email, however…… A few (costly) mistakes were made.

1. the email was sent from the business owner’s personal email (name + last name) Australia has the toughest e-communication laws in the world. Optus (Australia) recently got fined AUD $110,000 for not identifying themselves as the senders of an email campaign for their ZOO service (read more here)
2. the email had no UNSUBSCRIBE link or option
3. there was no explanation of what business the person was from apart from a website address at the bottom of the email (also turns out that the business just changed their name and this website address was from their new business name, which makes me wonder how many existing customers know who this is)
4. (and if I was to be pedantic) I never gave permission to be on the mailing list

If someone was to report his email, he would be fined. Which makes me wonder – how many business are in fact aware of email marketing protocols? Has anyone bothered to do their research?

The ACMA (Australia Communications and Media Authority) has some lengthy reading on the subject, I suggest you start with the “Australian E-marketing code of practice”. If you’re not from Australia, please contact your local authority.

STEPS FOR A SUCCESSFUL EMAIL CAMPAIGN

1. make sure you have permission from the person you are sending emails to
2. make sure the “from” description and email you’re sending from is clearly listed as belonging to your business
3. have a relevant and interesting Subject line – do A/B testing to make sure you are on the right path
4. make sure you have the UNSUBSCRIBE option clearly listed somewhere in your email
5. have strong and relevant content, something that will actually be of interest to the recipient
6. include a Call to Action – do you want the reader to visit your website? Or print out a voucher and bring it into the store? You must make it clear and simple, tell them what you wish them to do
7. ensure the visual aspect of the email relates back to your branding (logo, website, etc.) but do not overkill on graphics and visual components that take ages to download
8. check grammar (obvious I know, but people still send emails with terrible mistakes)
9. point the links to the most relevant sections of your website
10. include your correct contact details
11. test test test test your email before you send it to make sure it will perform as you intended

DON’T ABUSE YOUR DATABASE.

Think carefully about how often you contact your database and make sure you only contact them with interesting, relevant material.

BE CONSISTENT.

Visual consistency is a must, think ahead on what the look of the emails will be. Be consistent with when you send emails and how often.

Hope this helps, and do contact me if you wish to discuss your options.

Vanja

Tags: digital marketing, e marketing, email marketing, email marketing tips, Marketing, vanja stace