Out of Touch Email Marketing Campaigns Kill Inboxes, Create Headaches

spam-300x200The greatest fact about marketing life: your readers hate SPAM. They hate irrelevant, pushy email marketing campaigns that murder their inboxes and try to force them to care about things they don’t care about. An email marketing statistic from Epsilon reports, “The average click-through rate for B2B marketing emails in Q2 2013 was 1.7%.”

However, not all emails are unwelcome. According to a November 2015 study by MailChimp, the average open rate across businesses of all sizes is between 20% and 24%. In a classic case of “it could be worse,” it is important to remember that many of your customers may be engaging with your content on other mediums, including social media or directly from your website.

Improve your email marketing campaigns and craft compelling emails that your readers will want to open by getting more “in touch” with your audience.

Step 1: Who is Your Audience?

Are you a B2B business that sends monthly e-newsletters to a list of engineers and construction professionals? Or are you a retail chain that reaches out weekly to the millennial consumer? Your emails must be tailored to catch the attention of your audience and regularly give them valuable information. If even one of your emails fails to provide relevant information to your reader, the likelihood that they will open a future email plummets.

Step 2: Have a Strategy

What is the purpose of your email marketing campaign? Are you offering a promotional discount to increase sales? Are you introducing your readers to a new service? Are you highlighting a new product with an incentive to buy? Or are you simply reaching out to keep in touch with your email list? Develop a clear strategy and goal before crafting content otherwise you’re wasting your time.

Step 3: Craft Compelling Content

Once you have an audience and strategy, it’s your responsibility to create email content that is valuable and engaging. Your email subject should catch the reader’s attention without being gimmicky, and the content should offer information that they did not know before. Use graphics tastefully and tactfully, since many email providers display text-only emails.