A great deal of information has been coming to light in regard to digital marketing of late and email marketing hasn’t been left out of the drive towards consumer understanding. Anyone involved in the eCommerce is well aware of the importance of directing potential clicks to their site through the clever usage of emails; but how effective are these methods in today’s market place?
One of the primary concerns should always be to structure one’s emails in such a way that they aren’t perceived as spam by the recipient. This point is not in question, so the question becomes – how is that done? Market research of your own is of vital importance (as general commercial trading tips need to be further refined in terms of your own industry, and what consumers consider of value in that trade) but there are some points which apply across the board.
Recent studies have confirmed the fact that there are times when email marketing messages are more likely to be effective in getting the consumer to click on your links. Despite the average reply to polls wherein consumers state that they prefer to receive eMarketing on weekdays, the fact is that that those messages are generally the ones which are unsubscribed to or simply ignored. In terms of timing, it has been revealed that mails read through over the weekends are the ones that have rewarding returns – as people feel less time pressured and leisurely make their way through content.
To further the point of efficient timing, it was also noted that weekday mails can be effective but only if delivered in the very early morning, around 06:00 to 07:00; again related to having the time available to peruse a message. In terms of content, it’s important to give a reader access to a more significant amount of links. The more informative links available, the more a consumer may begin to consider your messages of informative value – limiting the number of people unsubscribing from your lists. Naturally the purpose of your message is to gain a conversion in the end, which means ensuring that all of the given links give access to the purchase page, or advertising that you want them to see.
Continuity plays a vital role in gaining a more stable and growing (rather than fading) subscription list. Human beings are habitual creatures and generally rely on repetition to give them a sense of comfort with something new. In terms of digital marketing, this can be taken advantage of by giving your mails a series title that consumers would come to expect and possibly archive. Marketing messages which make use of the words ‘weekly,’ ‘digest’, ‘part 1’ and similar give an appearance of continuity and people will generally save these until they have the whole series.
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