Firstly, what is email marketing? Email marketing is directly marketing a commercial message or offer to a target audience via email campaigns. Sure, if you’re a working adult you don’t want a load of student deals being sent to you just because you let your teenage daughter use your computer that one time. However, if you received an email that you were actually interested in, that wouldn’t be such a bad thing. Direct email marketing should reach a bespoke target audience who have an interest in your product or service whilst building an emotional connection with your audience. It also provides an easy way to track the performance and effectiveness of your advertising.

Nowadays, email is thriving! Especially as more consumers connect to email 24/7 through smartphones and tablets. Here are a couple of fun facts for you:

• 62% of smartphone owners reach for their phone the second they wake up. (Source: Nokia@Work)
• 91% of people keep their phone within 3 feet, 24 hours / day. (Source: Morgan Stanley)

Although it may seem like email is growing less popular as a means of communication due to the constant development of social media, only an estimated 20% said they could live without email entirely.

With the increasing amount of smartphone users, we can confidently say that emails are easily accessed. Another fun fact for you:

• Sending four emails in a month instead of one doubles the number of consumers opening one or more emails, significantly increasing revenue. (Source: Alchemy Worx)

With that in mind, however, we’re not saying go out and spam your consumers inbox! It’s all about content. The important thing to remember is it’s not just about you! Including a list of tips, industry updates or asking your readers to get involved, will increase the open rate. Throw in a discount or offer every now and then to show them you’re grateful for their contribution.

All that being said; we’ve put together a list of top tips for successful email marketing. Have a look and happy typing!

• Be creative – consumers are more likely to choose you if you stand out from the crowd…don’t be a sheep.
• Make it relevant – there’s no use sending a Christmas email out in August.
• Be consistent, synergy is key – don’t confuse your consumers with multiple messages.
• Be customer orientated – you want the right information to get to the right consumer at the right time.
• Be personable – no robots please, you want to build and maintain a human relationship, after all you’re selling to a person.
• Make it easy to opt out – you don’t want your consumers getting angry at you over a few marketing emails.
• Subject lines should be short and precise with a clear Call To Action - to encourage open rate.
• Plan your campaign and always test it – there’s nothing worse than sending it out and realising that half the recipients aren’t able to view it correctly.
• And above all: Ensure emails display on mobile devices – you know why.