So you’ve decided it’s time to start your email marketing campaign to your Dubai or Gulf database… but before you begin there are some simple ways of making it truly effective.
When to send
People are busy and your email has to hit their inbox at a time when they are in a receptive mood. There has been a lot of research done into when this golden time is and generally, midweek is a great time for business emails.
If you are selling to the consumer, then the rules change slightly. Some companies choose a blanket approach such as one a day, usually sent in the middle of the night so as to be one of the first emails seen in the morning. However, this can be highly annoying and many people just unsubscribe if you send too often.
When tying your marketing campaign into a national holiday or event, then a couple of days beforehand is a good time to send – especially if you an e-commerce company hoping to sell more products on the back of the holiday. It gives people time to have the goods delivered before the day itself.
It’s really important to get this right, because if you get it wrong it’ll be deleted straight away. Remember that people are busy and no matter how great your offer or interesting your newsletter, if the header doesn’t grab them within two seconds, your email marketing effort is toast.
Words like ‘free’, ‘limited offer’, ‘sale ends today’, do grab attention and are worth using if you are doing a push in a tight time frame. For those who are sending out monthly newsletters, then you need to remember what your target audience is likely to respond to. Try to think like a journalist – what is the most attention-grabbing nugget in your newsletter? When you know what it is, put it in the subject header.
What’s in the Body?
You may have heard that email marketing is dead, but that isn’t true. What is dead is the old style of sending out long, text heavy emails that nobody has the time or the inclination to wade through. You have to break up your emails, put in images and make it look attractive, as well as having interesting articles, news, and special offers.
Give people a taste of what you are offering and then place a link in there for them to click on. You can take them to your website for the special offer, or a more detailed blog.
Who’s clicking through?
So you’ve managed to get people to open the email and click on the most important link – what now? Are you tracking how people behave when they read your email? If you aren’t analysing your email click through rates, you are missing some essential business information.
There are many different types of software out there to track what people are doing with your emails. One of the most popular by far is Mail Chimp. This gives you the power to know who is opening your emails, and whether they are clicking on any links in that email.
This type of knowledge makes your email marketing much more targeted. By analysing how people respond to one email, you can adjust your next one, refining all the time to make the most of this simple marketing tool.