SPAM filters, the real-time nature of Email and the ruthless tendency of recipients to delete your message without giving it a second glance all pose serious threats to the effectiveness of your campaign.
Get it right and you could reap the benefits of one of the most cost-effective promotional mediums available. Get it slightly wrong and you will not only cripple your campaign, you could also seriously damage the response rates of future emailing's.
Whilst astute copy and design pushes your campaign to the brink of success, here are a few tips to nudge it a little further in the right direction.
Evade the SPAM filters.
If you're writing your own subject line avoid using words and phrases such as free, click here, call now, you're a winner, discount and cash. These will trigger SPAM filters and prevent you from reaching your prospective customers.
Timing is everything.
The key to a successful campaign? Time it by virtue of your product/service's nature. If you're selling a last minute weekend break send it on Friday. If you're selling a business accountancy service send it on Tuesday or Wednesday afternoon. Never send an Email on Monday morning, these get lost in the backlog of mail from the weekend.
Follow the CAP code.
Set by the Committee of Advertising Practice, it states that you must only send promotional Emails to individuals and businesses when you have their explicit consent to. Fail to follow this code and you risk incurring penalties and being excluded from future marketing opportunities. Persistent disregard for the code could lead to your company being blacklisted by SPAM filters, rendering the prospect of a future Email campaign futile.
Give recipients an exit.
Place an unsubscribe link at the bottom of your Email. Trapping prospective customers and annoying them with Email they no longer wish to receive is not the way to make sales. They will either click your 'unsubscribe' link or their 'this is SPAM' button. Which would you prefer?
Use text AND HTML.
AOL conducted a survey and found that the preference between receiving HTML or text based Emails was split 50-50. Send yours in both formats to avoid any upset.
Take a look at it from a recipient's perspective. Send one to yourself or your co-workers to check the design, layout and functionality as this can often change when the Email is sent. Fail to test and you could be sending a shabby unattractive campaign that brings poor results.