• 13 January 2017

It’s easy to get stuck in a rut with your email marketing campaigns. You can look out of date very quickly if you don’t keep up with changes in the way people use email. So have an instant refresh by cutting out the five things below.

1. Too much text

Stop writing essays in your emails. Now! No one will read it. Reduce your word count even if it offends your copy writer. Less is definitely more and if you want to provide further info, let them click to read more. Use images and video content to get a point across. Spend time choosing the right words that can have the most impact.

2. Using ‘Click here’

The main reason is that most people are no longer actually clicking, they are using their index finger on their phone. Replace click here with easy, chunky buttons for mobiles.

3. Using old lists

I know it’s comforting to feel your reaching the maximum number of people but it’s an expensive and ineffective strategy. You could also be in danger of hitting spam traps if you don’t do a regular clear out. Make sure you’re removing old bounces and do something different with old contacts that haven’t engaged for more than a year.

4. Batch and blast

Branch out from just sending your campaign to your entire list and then getting on with the rest of your day. To get the most out of the copy you have created you should be split testing, sending out follow ups, re-sends, data segmenting etc.  All are very easy and quick to do in most ESPs. They may add a few more minutes onto the job at send time but your overall engagement will be through the roof.

5. Designing only for Outlook

I hate to break it to you but it is no longer 2004! It’s 2016 and desktop opens are now at only 17%. So emails need to be responsive or designed for mobile only and they must be tested on mobiles. It’s no good if it only looks OK on your desktop because not everyone is sat at their desk when reading your email. Deploy points 1 and 2 above and split lengthy news bulletins into 3 or 4 separate emails.

BY: Jenni Malley