More than a decade ago PC World proclaimed emails as dead. Email marketing has been repeatedly killed for over five years too. So far, emails are not even comatose. And despite the explosion of social media and newer forms of digital marketing, email marketing seems to be holding its ground.
That said, it is also true that a lot of business emails go unread. Not just a lot, but the majority. This means marketers need to try even harder and plan focused, personalized email marketing campaigns. So I’m going to suggest a formula of 3Rs for email marketing to help you make the most of it. In a nutshell, you need to make your emails Responsive, Responsible, and Relevant.
Go through these stats:
- If an email does not display correctly on the screen, 71.2% users will delete it immediately. (BlueHornet)
- 54% of people with a smartphone read emails just before they go to bed and 49% do the same as soon as they wake up. (Apsis)
- 62% of mobile users say that they find it difficult to read newsletters on their phones and 46% users won’t buy anything from vendors who send such poorly designed newsletters. (Apsis)
If these statistics haven’t yet convinced you about the benefits of responsive email marketing, you can read a lot more here.
Responsive design hides, stacks or collapses content in a way that your emails become easier to read and better to look at. It gives you a better chance to display important content and call-to-action buttons. So, besides clarity and content, there is one more important benefit of using responsive emails – clicks; the more prominently your CTAs are displayed, the greater the chance that people will click through and go to your website. Meh.
It’s very easy to create responsive emails and integrate them into your campaigns. Popular email marketing suites such as GetResponse include features that allow you to design beautiful and campaign-specific emails that fit all screen sizes.The best part is,you can create these responsive emails without writing a single line of code!
If however, you are into coding and have a knack for CSS and HTML, you can create future-proof, platform-independent responsive emails from scratch as shown in this tutorial.
Email marketing is a form of communication, and like all communication methods it too comes with a set of etiquettes. Everything from the headlines to images and the way you word your emails speaks volumes about your mindset and intent. As an email marketer you are expected to be more responsible and mindful of your manners.
The first rule of email etiquette is to be respectful of the reader’s time. Try not being too long or too brief in your headlines. Don’t send out too many mails. Don’t promise the moon and then not give it. Don’t be lazy. The list is long and has been discussed all over the internet, so I won’t waste your time repeating it here.
These are, however, very basic etiquettes and as the world grows increasingly digital and inter-connected, the rules and responsibilities seem to be growing by the day.
Check out the footer of this email. I used to receive emails from Elegant Themes every day and it was getting a bit too much. However, I didn’t want to unsubscribe either as some of their emails were really good.
And so, when I saw this option to change subscription preferences, I was overjoyed! How very responsible and nice of them to give me the option to switch to weekly emails! It is not a new trick and lots of other companies do it, but it hits the spot just right and makes you wonder why everyone isn’t doing it.
Now look at the following example – you can’t make the head or tail of this email.
This is the exact opposite of responsible email marketing. It doesn’t respect my time, sensibility or intelligence, so despite the promise to “win” you know it is going to end up in junk.
One of the most important aspects of email marketing and also the most overlooked is relevance. Despite all the talk of behavioral data and personalization, inboxes seem to be inundated with irrelevant and inappropriate emails.
By relevant emails, I don’t mean sending out a personalized email with a <name>, but emails based on customer personas, location and time. What could be more irritating than getting an email starting out by wishing you a good morning when it’s late in the evening where you live!
I loved this email from Groupon and how it arrived just before a much-needed weekend. It was time-sensitive and smart. After a particularly exhausting week, I was looking forward to unwind. And did they know that!
The truth is, even if you don’t have a data scientist on your rolls or a smart, real-time analytics tool to play with, you can send relevant emails through basic human behavioral understanding. And this Groupon email is a shining example of that.
However, if you have do have access to lots of user-generated data like LinkedIn and Quora, you can take the game a notch higher. Knowing your users’ interests, preferences and circumstances allows you to send out relevant emails that are highly personalized and give them the right content just when they’re looking for it.
And it’s not only social media networks, ecommerce websites are cashing in on behavioral marketing big time too. They can send out personalized emails triggered by a host of events, including new user sign ups, festival offers, abandoned carts, and large purchases, leading to perceptible increases in profits.
Remember, 37% of users are turned off by irrelevant emails (source: Relevancy Group), whereas personalized emails have 29% higher unique open rates and 41% higher unique click rates than non-personalized emails (source: Experian).
Relevance dictates the success or failure of your email marketing campaign. You cannot afford to ignore it.
Over to You
Apart from these 3 Rs, I would like to add a 4th R to mix – Regularity.
If a business is not sending out emails and newsletters on a frequent basis, they run the risk of being forgotten. Because what’s out of sight is out of mind! While that’s not a call to roll out your spam cannons, do continue to send relevant and responsive emails regularly and responsibly, and you will be sorted.
Are you following these 4 Rs of email marketing and seeing successful results? I’d love to hear your experiences and how well you are dealing with the ever-changing email marketing scene.