Making the most of email marketing

Email marketing has emerged as one of the most effective methods of advertising both goods and services to customer in recent times. Unfortunately, there are many people who have misunderstood this concept so much so that the medium has impacted negatively on their businesses. To avoid such misfortunes, there are a number of strategies that can be employed by the email marketer to ensure that email marketing actually serves its purpose. One of the most effective email marketing practices is to ensure that the email message is readable. Research has established that close to 65% of targets of email marketing use text-only devices (especially mobile phones) to access the email marketing message. The devices often use software that automatically blocks email marketing images that should ordinarily be downloaded. What this means is that multimedia content and images are not likely to reach the intended target.   In the event that images have to be part of the email marketing message, it is important for the email marketer to ensure that the same message is conveyed in the content text.  Alternatively, one may include HTML links or web versions of the same email marketing message. To increase the chances of email marketing content reaching the target audience, it is important to carefully craft the subject. Most recipients will decide whether or not they want to read a given message by simply previewing it. It is important that the email marketer creates a single, brief, precise and captivating subject line that summarizes the content of the email marketing message. This should be made of not more than 50 characters. The email marketer should as much as possible avoid the use of robotic looking emails that make the recipient feel like they want to report it as spam or junk  immediately.  Using promotional texts that are excessively flashy (such as those that include exclamation marks) will erode the benefits of email marketing. A good email marketing campaign is one in which the delivery rate is as high as possible. Chances are, if not carefully written, most email marketing messages will end up in junk folders. One thing that has been established to be true is that very few people look in these folders automatically which means that email marketing often fails to reach the targeted clients in such cases.  Anti-spam filters are designed to be triggered by email aspects such as the subject line, the content, emailing frequency and file attachments among others. The email marketer needs to check the settings of their mail server provider before they send out bulk email marketing messages. The reason for this is that most of the providers block spam by regulating the number of emails sent by a single sender within a given period of time. The email marketer needs to know these rules to avoid suspension of their account. Other strategies that can be employed to deal with the spam problem in email marketing is the avoidance of the use of words like money or free which are very commonly used amongst spam emails. Segmentation is a technique that is used by very many forms of advertisement including email marketing. What this means is that the clients are grouped based on various criteria such as age, sex, geographical location, preferences and so on. Having such an arrangement is very beneficial to email marketing campaigns as it will help in the sending out of targeted email marketing messages. This will help serve the needs of each of the segments or groups better.   The bottom line is that email marketing can be an advantage or a disadvantage to a business depending on how it is used. Establishing good rapport with the email marketing targets, avoiding spam, and designing reader-friendly email marketing messages are some of the secrets of a successful email marketing campaign. The importance of getting customer feedback and acting on it cannot be overemphasised.