Email Marketing: Frequency, Relevancy, Mobility and Deliverability

Email marketing is basically a form of online marketing. Marketing was earlier referred to as an activity that is performed physically by using a salesman or huge boards and banners or some other activity generally dealing with physical interaction with the potential customer. However, with the widespread fever of internet, a lot many people have been accessible in the marketing pool without the need of physical marketing. It is not only cheaper but is also more effective, if used in a right way.

Best practices that will make email marketing a lot more effective

Email marketing is one form of digital marketing that is very popular nowadays. The first step to this is to seek permission of a visitor or potential customer to submit his/her email and subscribe to the promotional emails of the advertiser or the website. Once, a visitor or potential customer subscribes to the mails, it is important to follow best industry practices to prevent your mails from going to the bin or the spam box. These practices ultimately help in improving your conversion rates and keeps the customer a lot more interested in your products and services.

The best practices can be listed as follows-

1. A button for unsubscribe

All your emails should mandatorily have a button or link to unsubscribe from your newsletters or promotional mails. The final authority of decision is of the potential customer and he should be given the right to subscribe or unsubscribe email alerts as per his/her convenience.

2. Frequency

No individual would like to see a flood of promotional emails. It is important to rightly time your emails. One email every ten days or one every week would enhance the importance of the mails you send. Sending two mails every day or even one mail every day is not a good practice at all. Time your emails so that they become more important for the reader as it’s frequency is not more nor less.

3. Relevancy

Now, if your site is about an aeroplane and you start sending mails about apparels, smartphones, etc., does that make sense? It is important to be relevant. The receiver has subscribed mail for a purpose and it is important to maintain relevancy of your mails according to the purpose. If the receiver is not able to establish the link between the purpose and the mails, your mails shall find space in the bin or spam box. So, keep the mails relevant and to the point to ensure receiver establishes purpose within few seconds of reading/skimming.

4. Mobility

Since, emails nowadays are accessed via portable devices like smartphones, tabs, etc., it is important to keep your emails adaptable to all platforms. Some emails can be video enabled or might have high resolution pictures, which might not eventually load on the mobile or smaller devices. This can harm your effectiveness of the mails as people tend to ignore the mails that do not load well for the first time. Try to use text as much as possible and make it accessible and friendly to all devices and platforms.

5. Deliverability

Now, the term deliverability refers to the location where your mail sits once it reaches the receiver. You certainly would not want your mails to sit in the spam box or other folders. You would love it, if your mails found a place in the inbox of your potential customer, right? Your content, source (mail ID you choose) and reputation helps in distinguishing the category where your mail lands. Try and make your mails specific to every receiver and use proper email ids and not like fake/jumbled up mail ids to find a space in the inbox of your potential clients.

Email marketing is probably the cheapest ways to attract or convert your potential customers. By using the above tips or strategies, you can make it more effective and beneficial.

Share this story