Email Marketing Tips for Responsive Campaigns

Impact Marketing Europe exists to improve the response rates and results from our client’s email marketing campaigns. If you are planning a marketing campaign and would like to discuss potential strategies, or if you’ve designed a HTML and would like a second opinion and information about broadcasting options, get in touch for unbiased and professional advice. We have managed many successful business and consumer email marketing campaigns for our clients and continue to do so today.

If you have tried email marketing in the past and it was not as successful as you had hoped, this can be an issue with poor quality data. At Impact Marketing, our data is thoroughly cleansed and verified, ensuring that your emails are broadcasted to targeted individuals/businesses that will be interested in your product/service. We offer a full email marketing service from; designing your HTML from scratch (if you require such), to selecting the data that your email will be broadcasted to and full campaign reporting after the broadcast giving statistics on the number of openers and clicks.

Below are 5 top tips that will help you achieve email marketing success:

1. Avoid Spam Filters

One of the biggest challenges faced by email marketers is working out how to land emails into the inboxes of major internet service providers (ISP’s) whilst avoiding spam filters. ISP’s use advanced filters to decipher commercial email messages and unfortunately, this can often include filtering out legitimate opted-in email messages in error.

Spam checking involves a highly in-depth analysis of your HTML, looking at a number of different factors such as the images to text ratio, cleanliness of HTML coding, subject line composition etc. After this, your HTML has a spam score attached to it, giving insight into how likely it is to land in your ideal customer’s inbox or junk box. The higher the spam score, the more likely it is to land in a junk box or be blocked.

We suggest that before you send your own email campaign; you test the deliverability in different ISPs first. A campaign that triggers spam filters will not only waste your time and money, but can permanently damage your sending IP address and domain reputation and even lead to you becoming blacklisted. Alongside this, it will only land in the junk box of a recipient’s email rather than their inbox.

We specialise in building optimised HTMLs, designed and tested for high inbox deliverability and low spam scores. Our email campaign management includes HTML validation and spam score analysis to ensure your emails are clean and optimised whether it is a consumer or business campaign. If in the event your spam score is a cause for concern, we will advise on changes to text and images that will help lower this. We are happy to make as many changes as necessary to ensure a low score and high deliverability.

2. Primary Objective

The primary objective of an email marketing campaign is to deliver targeted traffic to a specific web page, so consider your email to be a vital stepping stone between you and your customers.

Your campaign should be designed with strategy in mind. Keep your message focused on your objective(s) by using clear and simple language, obvious links and quality graphics to engage your readers and encouraging them to click through to your website.

Your primary call to action should always be positioned so viewers are attracted to it as soon as they open your email. To improve response rates from your email marketing campaign, make it easy for your customers to interact with your email and you will improve your open and click-through rates.

3. Subject Line Strategy

Your subject line is crucial. It is just as important as your creative design and your email data lists. Your subject line is the first thing a customer will see and is often the reason why a recipient either opens or deletes your email.

Your subject line must be relevant to the content of your email and based on experience, we recommend asking a question or stating something that makes the reader stop and think. Put yourself in the shoes of your customer and ask yourself what would encourage you to open the email. However be very careful not to include words, phrases or characters that can trigger spam filters as your subject line will be scrutinised by the ISP’s.

4. Build Longer and Stronger Relationships

People are rarely willing to share their information for free, so building an email marketing list via a website sign-up usually requires some form of incentive; a free trial, discounts, voucher codes, privileges etc. Once you have captured their interest email marketing can be used to improve customer relationships and leverage more sales far cheaper than any other marketing channel.

The key to making this relationship work is to ensure your recipients only receive relevant content that they enjoy which also offers them value. Ensure not to email them too much that it then becomes annoying and encourages them to unsubscribe. This will also run the risk of your emails being classified as spam which will affect your future ability to broadcast emails.

Impact Marketing’s email marketing platform provides detailed analysis and reports based on individual user activity. By using segmentation and behavioural targeting your customers/prospects can receive marketing offers tailored specifically to them, resulting in more responsive email marketing campaigns and improved customer retention.

5. Buying Opt-In Email Data Lists

Buying email address lists for your own email marketing requires very careful consideration. It is against the law in the UK to send unsolicited commercial emails to an individual and the legal responsibility lies with the sender of the email message (the data controller) and not the data supplier (list broker, list manager).

Email Service Providers block email messages from blacklisted senders, so if you are suspected of spam and your IP Address is blacklisted, this will have severe effects on your business’s ability to communicate by email to your customers.

Spam is heavily frowned upon by ISP’s and if a data controller is suspected of sending spam then it is likely that their ISP will suspend their hosting account without warning, so the significance of buying a genuine email list goes beyond its’ marketing potential. Spam also has a negative effect on a business’s reputation.

Impact Marketing Europe provides both consumer and business email lists and fully managed email broadcasting services. Our data is compiled in strict accordance with the Privacy and Electronic Communications Act and the Data Protection Act. If you want us to manage and broadcast your email marketing campaign via our platform, then we can provide a professional, quick and safe email marketing solution.

Please contact us to discuss your next email marketing campaign or email list requirements and we will be happy to help discuss the best email campaign options for you.