Email is ancient by IT standards. It has been around for ages and still manages to be relevant. In fact, it’s one of the most effective ways to keep customers engaged and occasionally remind them of your presence. However, marketers tend to make several mistakes when they carry out email marketing. There are some commonly held beliefs about email marketing that are simply not true. When you engage in email marketing, you should keep these things in mind.
Lengthy Emails are Good
Actually, they’re not. People who’re online have a 2 second attention span. They’ll just glance at your emails and if they don’t spot anything interesting in the first 2 seconds, they’re going to move on. Long, dragging mails will only frustrate them because your audience just aren’t willing to commit the time needed to read through the entire email. Your best bet is to keep the emails short and sweet and stating the relevant points right at the beginning. If the content is interesting enough, they might pay more attention to your mail.
You Only Need Images
This point ties with the first one. When you read that you audience have only a 2 second attention span, your mind immediately turns towards images. While images are useful here and good images will catch the attention of the audience, you also need to attach meaning to the pictures.
Instead of stuffing the email with images, you can simply mix good written content with images. The pictures will act as bait to capture the reader’s attention while the words would tell the deeper story. If your email just contains pictures and no written content, it can easily be classified as spam.
Any Links Will Do
Your audience will rightfully be wary of the links they click on. They don’t want to be directed towards a website with bad, even malicious content. That’s why it’s important to include links that are legitimate, of good quality, and take the readers to the right page. Just one bad link can damage your reputation and relegate you to the spam folder. You also need to keep an eye out for dead links that don’t work. That would only irritate your audience.
Subject Lines Don’t Really Matter
What? Really? That’s the misconception that makes the least amount of sense because subject lines matter a lot. Whether your target audience would open the email or not depends entirely on the subject line. Needless to say, you need to write something that’s short and would engage your audience’s attention immediately.
As far as length is concerned, studies indicate that three-word subject lines are the most successful. Lengthy subject lines don’t really have much effect, especially if a portion of it would be cut off by some email clients in the display.
You’ve Reached the Inbox – Mission Accomplished
Your mission is not even close to accomplished. Getting to the inbox is just part of the story, you need to get prospect to convert, to engage their attention, and you need the audience to open the mail. That would only happen if you plan email delivery carefully and intelligently.