Every email marketer knows the challenges of creating messages that avoid getting flagged as spam AND keeping readers interested. With every step you take to improve your chances at success, there is a very real possibility that you will make a fatal error, keeping your marketing email messages from getting through. We all have our own mental checklists of “the right way” to do it, but how do you know when the right way is the best way? These tips are sure to help your Calgary internet marketing email messages delivered and read.
Send your messages from a real name
While the verdict is still out on whether it is better to send your messages from a person or a company, whichever you choose, it’s crucial that readers know who you are, so they aren’t left scratching their heads in wonder as they hit “delete”.
Send your messages from a real address
Few things will depersonalize a marketing email faster than a message with a reply-to address that doesn’t sound like it belongs to a person. If you take time to create a reply-to address that actually works, the odds are much better that your readers will reward you by taking the time to read it.
Remember mobile devices
More and more people are reading their email on mobile devices, and as we all know, that comes with its own special set of challenges. Even if your readers are viewing your Calgary internet marketing mail on a laptop or desktop, they might have developed some impatient habits from when they do read mail on their phone, so these practices apply across the board.
- Keep subjects short: Conventional wisdom says keeping subjects to 70 characters is key for standard displays, so your subject doesn’t get cut off. On a mobile device, we recommend keeping it to no more than 20 characters.
- Be concise: Short chunks of text are easier to read and digest quickly. That’s exactly what readers on the go are looking for. Save your long, flowery paragraphs for your novel. Don’t risk having your readers tune out before they get to your call to action.
- Minimize the use of images: Yes, we all know a good picture livens up a message and breaks up the text, but if your readers have to wait for those messages to load, you are going to lose them. Be sure to use meaningful alt text with all images you use, so impatient readers don’t feel like they are missing out.
Create a browser version
Whether your readers are using a phone, tablet, or a computer, there WILL be times when something goes wrong. A simple link to a browser version of your marketing email can save the day.
Use simple fonts and colors
Don’t overwhelm your readers with more than three fonts or two complementary colors. This is email after all. Simplicity is appealing.
Use Dynamic Tags
Dynamic tags will make your Calgary internet marketing email messages seem more personal, and that will improve the chances that your email will be read. If you do use tags, be sure your email service provider has safeguards that will ensure that, if for some reason, a field was left blank (a missing first name, for example), they will fill in the blank with a word or phrase that makes sense, so the message doesn’t go out as “Hi [FIRSTNAME]”.
Make social sharing easy
By including sharing buttons for the most popular social networking services, you can increase your click-through rates by as much as 55% (according to Econsultancy). When people read something interesting in your Calgary internet marketing message, they (and you) want it to be as easy as possible for them to share it with their friends and followers.
Create a clear call to action
Don’t leave your readers wondering, “Okay, but what do I do now?” Your call to action should be the biggest thing on the page (with the possible exception exception of the image).
Include your address
By putting your company’s physical address in the footer of every email, you remain compliant with CAN-SPAM regulations, improving your chances of keeping your messages from being deleted before your readers even see them. This also has the added bonus of letting people know that you are a real company.
Creating Calgary internet marketing emails that work across the range of all devices and appeal to all your readers AND don’t break any spam rules can be a real challenge. Just when you think you’ve hit on the secret formula that always works, one rule changes, and you find yourself in a whole new game. These proven tips will keep your messages out of the trash and get them read.
