What’s Your Story? Share It Not Sell It!

Storytelling is a powerful tool in getting your message across. Emails should tell a tale to engage readers and create a connection. However, no matter how compelling your message may be there are underlying tactics that help boost email deliverability, readability and engagement. Questioning is a good way to get answers:

When is the right time to mail?

In order not to get lost in the inundation of emails received by a person daily, time is of essence. Depending on the industry you function in, your customers have specific behavior. 

• Is there a best time to push the send button to optimize Click through rates (CTRs)?
• Some say Monday mornings is best time to send emails, others say Tuesday or Thursday is.
• Some say persona based campaigns drive higher results others say trigged campaigns work better.

Click through rates (CTR), is one the main email metrics used in measuring success of email campaigns. Industry experts say using a segmented database improves CTR by 16%. 

No matter what kind of statistics and suggestions, what works best is what Actually works only for you! The mantra should be to “Experiment, Analyze, Adapt and Execute”. 

You need to know your target market, analyze their behavior and preferences, adapt them into your communication and connect with them personally. 

Through which devices are email read?

It is important to design emails based on how majority of your customers view their mails. Keeping in mind the torrential introduction of new devices, emails need to be developed to cater to specific gadgets.

Has permission been obtained?

Marketers need to understand that obtaining permission before sending a mail is not an option, it is mandatory. Besides ethical aspects, permission based email marketing ensures better deliveriblity, response rates and increase in brand affinity and confidence.

Are you on your subscribers’ ‘white list’?

Wholesale buying of lists is a solution of the last decade. It is important to ensure that you are added to address books of everyone on your emailing list. Getting on their white list makes sure your emails do not end up as spam.

While these are some of the factors in ensuring successful implementation of email campaigns, there is one keyword that says it all…Relevancy! It is the difference why people choose to open an email or choose to ignore it. 

The core of an email campaign is an email, and it has to be right! Get to know how you can create that perfect message with Part IV: The Art of Developing the Perfect Email Message