Email marketing is a great way to gain your audience’s undivided attention, but it’s a two-way deal. Whether they signed up willingly or you lured them in with a competition, they gave you their email address: a valuable commodity in this game. Don’t make them regret it. Read on to discover our top email marketing tips for keeping your audience interested.
Frequency
Twice-daily emails? That’s spam my friend. They’ll start scrolling straight past you, then delete you, and eventually unsubscribe. At the same time, being quiet gets you nowhere – it looks like you’ve got nothing valuable to say. Stick to when you’ve got the goods, and keep it regular.
Don’t be self-centred
It’s totally forgivable to ask “How can I get more people to join my mailing list?” or “How can I increase my email open rate?” – we’ve all been there. If you’re after a successful email marketing campaign, switch that thinking to “why should someone sign up?” Instead of shameless self-promotion, think about what your audience signed up for, and give it to them. Complement the news about your latest dish or product range with tips and tricks of the trade.
Consistency
Someone may have signed up to your email database to make sure they’re the first in line to events, but you’re Melbourne Cup one week and celebrity chefs the next, with a couple of cocktail specials thrown in. Either narrow your focus, or better yet, segment your database: give them a choice of what they want to know and only contact them accordingly.
Mobile optimisation
You’d be hard-pressed to find someone who didn’t access emails on their smartphone. Picture this: you’re sitting on a jolty bus and you receive an email designed for PCs. To read it all would require mass scrolling and pinching of the screen, made impossible by the bus. Too much effort, right? Delete. Get those emails optimised. Services like MyGuestList can do this automatically.
And finally:
Have an escape route.
Maybe you got it wrong too many times, or they really did just sign up to win the voucher they missed out on. You can’t win them all. But in not having an unsubscribe link, you’re keeping their inboxes captive and the negative feelings can skyrocket.
Liquidity Marketing and Communications can offer advice and assistance with your email marketing efforts. Call 0466 372 276 or complete this form and a member of our team will be in touch with you to discuss your next campaign.