When it comes to email marketing, every second counts. You only have a very short time to capture your customer’s attention and keep it. On average, it takes someone a third of a second to decide whether they are going to open an email, three seconds to see if there is something of interest, and 30 seconds to respond. Companies therefore need to take some to understand and appreciation who their customers are and what they want.

The important thing to remember with email marketing is that you are creating a relationship with your customer through targeted and relevant information. It’s not about selling, it’s about educating the consumer about your product or service.

But before sending any communication, ask yourself: is it relevant? Is it educational? Informative? Engaging? Will my customer want to read this? It all comes back to the ‘what’s in it for me?’ value proposition. If you are not giving your customer what they want, they will leave you; it’s as simple as that.

The biggest mistake businesses make when it comes to email marketing is not sending targeted messages. In order to avoid this, businesses need to do three things:

1. Segment the database, 2. Analyse the statistics 3. Create an attractive message.

1 Segment your database

This can be as simple as creating a sign-up form on your website with a variety of checkboxes for the users that allow them to pick what types of information they would like to receive on a regular basis, and then sending targeted messages based on that information.

2. Analyse the data

Due to the instantaneous nature of email marketing, businesses can get feedback from their e-newsletters within seconds of sending. This is why businesses should closely analyse the response rates of each campaign they send. Personalisation is also very important.

3. Build an attractive message

When it comes to email marketing, businesses need to take a little bit of time to build an attractive message, and then to test and measure that message.
Email marketing is a medium that is proving its worth, delivering considerable ROI for many businesses. For little investment, it can be a fantastic way to generate new business and to build a brand – if used correctly.

Top tips for email marketing:

1. Make it relevant
2. Keep it short and concise.
3. Segment your database and send targeted messages.
4. Provide a clear call to action and follow it up with the customer.
5. Build an attractive message – using image links as opposed to text links can double click through rates.
6. Use social media to complement your email marketing strategy.
7. Analyse the data – find out what your customers want by tracking what they click on and why.
8. Always ask questions – get feedback from your customers.