Over the years, email marketing has become an art form. There are so many variables that it is almost impossible to scientifically pinpoint what works or does not work. From personal experience, I found 5 major areas of concern one must be aware of and share 5 tips on how you can negotiate around them twc mail.
Why your email may not be read
o PEOPLE’S BEHAVIOR: A challenge marketers have today is the simple fact that an email address is akin to having post office boxes. You can have more than one. Many of us have several “business” email addresses and possibly two or more “personal” email addresses. Studies done by HubSpot found that the older the person is the less likely he/she will have a second email address. This is a trust issue and a big one. How many in your email list are using an email address used specifically for filling out forms on your landing page and sending your messages to a non-read inbox? HubSpot reported that at least 58% of men use these “phantom” inboxes while 49% of women do. Ouch!
o SPAM FILTERS: A second behavior challenge bridges age groups as well. Older folks do not have the savvy or have not embraced technology completely and are not fully aware on the use of filters. If you are targeting a younger set, marketers need to be aware that they grew up with the technology and are more sophisticated in its use. Bottom line – over 60% of persons in the 18 to 30 age group use automatic email filers compared to less than 50% in the age group over 60.
o THE DELETE BUTTON: If your marketing message survives the “phantom” email address and the spam filter, it still has to survive the next filter – the human filter. We receive hundreds if not thousands of emails in our inbox each week and we only open a small fraction of all the emails using our past experiences as a filter. We tend to summarize all of these experiences into a list of “spam words.” These words will automatically trigger a response – instantly delete your email.
o EMAIL PURGING “ON THE GO”: The advent of the Smartphone has created another obstacle for email marketers. People’s behavior on when to check emails has changed. A Smartphone gives us all the advantage of being able to check our emails on the go whether we are waiting for a traffic light to change from red to green, or waiting in line at the supermarket. Marketers have just a few seconds to capture the person’s attention.
o POOR TIMING: Tied to the greater use of the Smartphone to open emails “on the go” is the timing of marketing messages. Before we were introduced to Apple’s first iPhone, email messages were typically opened during working hours in a specified pattern or in the evening. The same could be said to the introduction of Facebook in our lives. Where in the past we stuck to the Monday to Friday pattern of sending our marketing messages, the Smartphone has made it easy for us to check out emails on the go even during recreational activities on the weekend.
FIVE TIPS TO GET YOUR EMAILS READ
What’s to guarantee your marketing message in an email is going to get to the intended audience? The real question is how can you improve the odds that your email will be read and acted on?