7. Customers have specific needs and what they consider value-based content. Because of that, it is best to divide the email list of customers into sub-categories which allows you to send even more highly targeted information to you customers – it could be by product categories, geographic location or even by titles of decision makers. The key is to more closely match the customers needs with your messages. Sometimes being made aware of other products they may not normally buy in addition to new versions of what they do buy, would be of value to them and another way to segment the lists. You could also provide referral bonuses for repeat customers or special introductory offers for products they don’t currently buy as a way to test them out.
8. Channel coordination. By using the same product promotion, language and images in social media, the website and the email campaign, it creates an integrated approach that enhances the brand and helps the customers remember that product that they may not be currently buying. Reinforcing a message is always a good thing, and if action is required, make sure it is up front so you are not telling a long story before getting to the call-to-action.
9. Test best time to send. According to direct mail research studies, the best time statistically to send an email is between 2pm and 5pm. The largest volume of emails people get is typically between 10am and 2pm. You could also do an A/B split test for the emails and look at open rates from the email analytics so you can optimize the lists.
10. Design and layout. Of course the email needs to be visually appealing but where the pictures and graphics are located, the headline, subhead size, and text formatting is a science unto itself. When I worked at AT&T we commissioned an outside firm to do readership studies of ads, website, product packaging designs and other marketing materials. We would have test groups look at the messages and lasers would track their eye movement, as well as we tracked when they stopped reading and lost interest. So designing an email to be effective involves helping the reader to move their eyes in an order that feels natural to them so they read the content you want them to read in the order you hope they will. In a nutshell, people read messages best that are designed in the shape of an “F”. Headline is read left to right, then down to a shorter width subhead or image, back out to a longer subhead or larger image then down to a narrower width text content. The goal of the headline is to get the reader to the subhead, and the subhead then to the text – but pictures and graphics not carefully placed or sized can interrupt that flow, causing people to skip ahead or bypass key parts of the message. The design is as important as the content of the message – and an effective layout can move people to read the entire message.