5 secrets to marketing via the inbox

Email marketing has been around for over a decade and businesses continue to use this marketing channel because of the return and low costs associated with it. Although the campaign costs are relatively low, it is important for email marketers to stay relative and adapt to the evolving realm of the "Inbox Underworld."

The bottom line is that email users are smarter and pickier, so each e-blast needs to be at the top of its game if you want to keep subscribers. Here are 5 tips to help you be successful.

1. Do your homework

Before sending out an email marketing campaign, determine what platforms your users are operating and what type of email you should send: text vs. image-based. Although more visually appealing, image-based emails have an increased risk of not being viewed due to email restrictions and download requests for it to be viewable. In some cases, a simple text email may be better.

2. Minimize Monday messages

Learn the optimal delivery time where your recipients are most receptive. Our marketing team recommends Tuesday, Wednesday, or Thursday mornings. Mondays and Friday can be busy times for recipients and their attention may not be fully focused on your carefully crafted message.

My new reco is deploying between 12pm-6pm. Newest research shows that in the morning, inboxes are full. By afternoon, you’ve read most of them, so a new email that pops in is noticed.

Also, should consider a B2B audience in front of their desks during “business hours” versus a consumer audience, who often also check personal email during business hours or via their phone.

Lastly, pay attention to time zones. Use an automated tool to deploy an eblast at the optimal time to different time zones in your subscriber list.

3. Hit ‘em with your best shot

In direct mail, it’s the outer envelope. In email, it’s the subject line. It has to be powerful, intriguing, or fun to entice the recipient to open your email and learn more. It should be the last thing you write. You may want to test two subject lines to see which is more successful to give you insight into your audience.

4. Provide clear direction

Next to the subject line, the next most important copy is a clear, strong and simple call to action. It is imperative that the call to action is not overshadowed by an overflow of text. And it needs to be simple. Don’t make your audience jump through hoops, because they simply won’t. You’ll lose them, and after you got them all the way to the end.

5. Make it personal and relevant

To do that, you need to know your audience. Their likes and dislikes. Know what moves them. How your product or service will benefit them specifically, solve a problem, ease a pain point. You can be more general, but your results will reflect your lack of effort.

E-blast marketing is a significant tool for reaching your customers. Not only is it a cost effective investment, but it is also a great tool for gathering information about your customers. To learn more about the inbox underworld, contact Prisma at 602-243-5777; ask for Sandy Mattson.