Email marketing is an excellent channel to create relations and conversions. However, it must follow some rules for the campaigns to be successful.
1. Do not buy databases
When you purchase a database you will receive emails from people who have not shown any interest in your company. This procedure may destroy your reputation and promote a dishonest practice of contacting someone who did not give you permission to do so.
Usually these databases are not updated, so it is highly likely that there will be emails that no longer exist. Furthermore, these people receive numerous emails from various companies which, in turn, have also purchased the database. Your email will get lost among others, and probably marked as SPAM.
2. Write a catchy title
Choose a title that summarizes the content of your newsletter and that makes the reader want to open the email.
There is a technique that applies the four elements necessary to make the title attract the reader’s attention: the acronym AIDA, which can be translated as: Attention, Interest, Desire and Action.
A word or phrase that immediately catches the reader’s ATTENTION should be used: Free, Guaranteed, Amazing, Incredible, Unforgettable, Offer, Advice, last Opportunity, are some examples.
It should spark the INTEREST, providing content that is relevant to the reader, thus causing the DESIRE to open the email, leading them to ACTION.
3. Personalize the emails with the recipient’s name
If you have access to the recipient’s name, you should include it in the email because it makes them feel that the content is exclusively for them.
4. Optimize newsletters for Mobile
Studies show that 38% of people open emails via mobile devices.
When using a responsive software, for example, MailChimp, the email sent automatically adapts to the size of all devices.
5. Do not send emails too often
Avoid making contact all the time. Send emails when you really have something important for the recipients.
69% of the people stop subscribing companies that constantly send emails.
6. Avoid long emails
Go straight to the point! If the reader finds what he wants quickly, interaction is greater.
7. Make the communication personal
If the person chose to receive your emails, it is important to present yourself in a clear and personal way.
A strategy that is increasingly used is making an approach with the name of a person and not the company, thus creating a friendly and kind relationship.
8. Email testing
Before sending the email to your list, randomly select about 10% of the contacts to send a test email. Send emails with different titles and check in the reports which has had the highest open rate. Finally, send the email with the best results to the rest of the list.