Modern email marketing tips for business owners

Nick is a professional internet writer providing articles and web site content to enable businesses to creaste a powerful internet presance through engaging optimised text. A thought leader in  internet marketing Nick can be contated here.

For many, email marketing is back in a big way. The fact is, whether you are a business manager it has never really gone away. Email marketing remains at the cutting-edge for lead generation techniques and is one of the sparkiest tools in the online marketer’s tool box in 2019

Email marketing has probably the granddaddy of promotional techniques in the digital world. It was present in some form or another, long before the first tweet became a dawn chorus and before we all became nervous wrecks if we did not get enough likes from Facebook.  Unfortunately, because in its essence it has not changed since the early days of the web, many professional marketers wrongly look at it with a little disdain.


We are not talking spam here…


This a very narrow-minded view. The overall concept of email marketing may be the same but it has survived and thrived because it has moved with the times. It has integrated all the new cute marketing approaches, new technologies and techniques.  Consequently, it remains a highly powerful way to boost lead generation, enhance brand loyalty, enrich online content and streamline conversions.

Email marketing continues to deliver (sorry for the pun!) as an agent for promotion and leads because it has grown with new technologies, it complements other diverse forms of online marketing out there, it augments sales funnels and processes and sometimes, it is the very symbol of high tech itself.

In this article, we want to get business managers and marketing teams back into benefiting from the powerful results obtainable from a well-prepared email campaign. Whether it is for lead generation, brand awareness, enhancing and distributing rich content or boosting company loyalty these are our top tips for streamlining your campaign:


Keep your text simple, short and easy to scan 


If someone is going to react to an email, it is likely to be read on the fly. It’s all about speed. Once engaged, you need to give the reader what they are looking for as soon as they open the mail. You need to fire the desire in micro-seconds and lead them straight to the link or call to action. So an effective email is a world of soundbites, simple but vital text which is easy to digest. Bold text, titles, headings and coloured text can aid the reader in finding what they want fast. They may be opening the email simply on a whim. Catch them fast before that vague interest goes out the window.


Ensure you keep your email list clean


Who are all these millions of emails going to? When we get into big numbers and where the recipients are faceless, we start getting careless. There is a tendency to rely on percentages to tell you how many to send out in order to get a good conversion. But if you are not in control of where your mails are going, any percentages stand for nothing and you are going to just be frustrated by missing targets.

Keep your database clean by regularly pruning inappropriate addresses, undeliverable addresses and duplicates. This will lead to streamlined processes and also you do not run the risk of upsetting email providers who may start flagging you as spam.


Use graphics correctly


Minimise the use of images. Whereas graphics can always attract the eye, there is always a chance that your reader has images turned off. They are then faced with boring and frustrating white spaces – and a message which does not flow. It gives an instant bad impression of your brand (it also makes you look incompetent) and in no time at all your customer – who was once interested – will be off. Use images sparingly. Colour your email with coloured text, different sized text, headlines and titles.

Another idea is to use text versions of your email alongside graphic versions then you are covered!


Code your graphics appropriately


Where you are using images don’t forget to code correctly and to use such terms as “alt” for SEO purposes. Make sure that images link to the right landing page on your website.


Send test mails beforehand


However many times you have sent a large mail out before, always check processes and how it will appear to the recipient beforehand. A problem caught early can get rid of many headaches in the future.

It is a good idea to send a test email to a test account using all of your email providers. Also ask someone outside of your campaign to read the email so you get feedback on how effective it is. It is also at this time you will pick up tiny proofing mistakes which will no doubt have a huge impression on how you come over!


Spend time on that email subject line


The subject line is the key to a successful campaign. It needs to be brilliant clickbait. If it is boring, if it is not intriguing or engaging, then that brilliant email advert you took so long to construct will simply get binned in hyperspace.

It may only be three or four words, but they are as important as the email itself. Do not be tempted into leaving a few seconds at the end of the project to work out a good subject line after the mail itself has been mastered. Put time aside for the whole team to brainstorm a perfect line. In many ways, this line will is fundamental to the campaign goal and therefore should be created before anything else. If the recipient does not see in the email what they were promised in the subject line, they will be looking elsewhere very soon.


Make unsubscribing easy


This may sound a bit odd as a top tip – after all if you have got them interested so far, why give them the option of leaving straight away? But in the first instance, an option to leave makes you look professional. Recipients will always be mindful of receiving spam and if they get frustrated trying to unsubscribe they are likely to flag you as a spammer. Consequently, it is going to be harder to get your mail into the inbox instead of the junk box next time. If they want to unsubscribe they probably will anyway, and making it easy will at least mean the brand has not been tainted.


Show your links well


The over-arching purpose of your email is to drive traffic to a landing page, product page or website. It’s really that simple to define the main purpose of an email. Without driving clicks to your page or website, users can’t convert to sign-ups or customers. The key to accomplishing this is use every trick in the book at every moment where a user may feel compelled to click. Include lots of links (at least one per paragraph of text) and make sure that your links look like links. Using strong calls to action and even authoritative “click here” messaging will also help you.






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