How to Keep Your Email Marketing out of the Junk Folder

So your business sends emails to customers. You know your customers get emails from tons of other companies too.

They might delete the others without ever opening them, but they usually look at yours…right?

We’d like to think so. But the truth is, when the inbox is getting full and you’re short on time, checking all of those emails from businesses and clicking “delete” brings a wave of relief.

However, email marketing remains effective. Customers must be opening some to be able to take advantage of offers. But how do you get yours to be the one they look at?

You’ve got to create emails to stand out, compel readers and increase conversions for your business.

Out of date or à la mode?

Though email seems like it’s the snail mail of the Internet, lots of people still actively use their email addresses. As reported by Marketing Sherpa, seven out of 10 customers have made purchases spurred by email marketing.

Even more, 82 percent of males in the age range of 35 to 44 years old have bought a product or service because of a marketing email. A good bit of these people use the offer in the store, not online, which is a big score for brick-and-mortar retailers.

Creating and sending well-designed emails that contain appealing content keep readers engaged.

Make It Pop

An email’s design has to catch the eye. Use the same colors, font and logo as your business’ website. Viewers should recognize your brand right away. Use a layout pleasing to the eye, comprehensible for the mind and encouraging for conversions.

As for the technical side, be sure your newsletter or offer has a responsive design. Display your call to action with a strongly visible button viewers can click on. Most people read in a “Z” formation, so be sure to place the call-to-action button at the top right so readers can see it on the first pass.

The writing of the email should tell the customer who you are and why they should care. The subject line must identify your business and present a brief but compelling topic to keep customers from deleting without opening. Keep the content brief. Too much content or difficult language and the reader will bail.

Organize Your Recipients

Your email’s ready to go, but you still need a segmented list of customer emails. Try making a list of customers likely to make a purchase and a list of customers still learning about your brand. You can remarket to customers by sending offers and information through each stage of the buying cycle. This makes customers feel like you know their needs and you are able to meet them.

Send regularly to develop and maintain a bond of trust and customer loyalty, yet don’t send too frequently that it’s annoying. Once customers start reading your emails and making purchases, it’ll boost your click-through rates and conversions.