Email Marketing – 10 Tips to Craft a Mail

Posted on Posted in Blog, event management

In an era of digitalization, many mobile apps are on the rise! Though it might sound dubious, email marketing campaigns can fetch more than double the Return on Investment (ROI) compared to any other form of marketing. This stands true provided the email marketing campaign is done right.

  • What are the probable reasons why some marketing emails end up right into the spam folders?
  • How do you get the attention of your event attendees through your email?
  • How would you persuade them to open the email and read the content?
  • How do you make your content intriguing enough to hold your attendees on to their seats?

Here are some tips which would help ameliorate your email crafting skills and eventually lead to a successful email marketing campaign.

1. Services to use while sending emails

To get your emails effectively into the inbox of your targets/prospects, a renowned Email Service Provider (ESP) is required. The ESP will ensure that your Emails do not end up in the Spam folders and make it to the inbox after circumventing the spam filters that automatically identify a marketing email. Mailbox providers like Gmail, Yahoo! Mail and Hotmail etc. can quickly identify a promotional mail and filter it out from the inbox. ESP help you to overcome these barriers and enable your marketing emails to be noticed by the users.

2. Keep your name clear

The readers of your mail should know who you are. They need to identify the sender so as to go forward and read the mail. Promotional emails that you send out needs to be from an email address or domain that denotes your event’s/ organization’s name. Once your prospects read the recipient’s name, they will be able to relate easily and recollect the purpose of subscription or go ahead and open the mail.

3. Subject line is the entry point

The subject line acts as the gateway to your email content. After having created amazing content inside your email, it becomes incredibly doleful if the reader does not open the mail due to an unattractive subject line. The term “attractive” does not only signify catchy lines or slogans but also implies that the reader should be able to understand and predict the content of the mail so that he can distinguish or identify your email and find value in it. Subject lines are usually not more than 50 characters, and it conveys the point or purpose of the email.

4. Personalize your email

An email addressed to no one but has great content regarding your event, will directly end up in the spam folder. Most of the ESPs have the option to use a merge tag that allows the mail creator to use the recipient’s name inside the mail content. If you are sending a mail to abc@xyz.com, the ESPs will automatically include the word Abc in the email (for example, you may begin with ‘Hi  ABC’). This allows the users to relate themselves to the email being sent to them thereby making it more interactive. This form of personalization takes you one step ahead and motivates the user to read further.

5. Check your spelling and grammar

Avoid spelling mistakes and grammatical errors. Spam filters also have the ability to identify spam mails through such meager mistakes. Grammatical errors inside the mail may escape the filters, but it might end up annoying the reader.

6. Do not use Pompous Words and $ymbols*!!!!

Most spam filters can easily identify spam mails if you use words like ‘OFFER,’ ‘FREE,’ ‘YOU HAVE WON,’ ‘WIN,’ ‘PRIZE’,’BUY’ etc. Also, repetitive use of certain symbols such as exclamation mark, the dollar symbol, asterisk, etc., must be avoided to evade spam filters. Avoid sudden usage of Upper Case letters, bold letters or italics. Serendipitously, if such mails somehow manage to enter the inbox, the users will immediately neglect and delete it or eventually throw it to the spam folder.

7. Uniformity and Professionalism

Maintain a consistent layout for your emails. Within one email make sure your content uses the same font size; color etc. so that it has a solid look and feel. These little efforts have a significant impact in the user’s mind it gives a professional appeal to the content.

8. Visual treat

Try to place images at strategic positions in your email to keep your readers entertained. Some promotional emails have the entire content in one picture. While this might seem unique, it poses a problem to the user due to browser configurations, resolution of the screen and the type of device he or she uses (phone, tablet, laptop, etc.).

Images that are relevant to the topic and content of the email is generally advisable to be used. Most of the email clients limit the use of visuals to images. They don’t allow the usage of videos, gifs or flash, although you may cleverly use thumbnail images or text as hyperlinks to your videos present on your website or in global platforms like YouTube, etc.

9. Elaborate in the links

Through the content of your email, you are trying to consume few minutes of your attendees precious time. While you want to convey all the points in your email, it is highly recommended that you make it short and crisp so that the reader does not have to read huge passages. Attendees should be able to understand and know the highlights of the information that you are trying to convey, and for more details they can choose to read further, i.e., you can give them the option to click on a link at major points in the content.

For, e.g., if you have only provided the names of the speakers, and the attendee wishes to know more about any particular speaker, they can have the choice to click on the speaker’s name so that it navigates to another window (which might be your website), where they can get more details.

10. Don’t explode your attendee’s inbox

Yes, you do want to keep your attendees engaged and informed about your event, but bombarding your participant’s inbox is highly discouraged. Understanding the difference between regular communication and frequent communication is really pertinent for email marketing. While you limit the number of emails that you send to your prospects, it is important that they must always be in touch with your email communication in regular intervals.

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