Halloween – in remembrance of dead email marketing practices

Author: Mike Connolly

It’s Halloween, time of the year dedicated to remembering the dead. As marketers, let us light the candles on the graves of dead email marketing practices.

Crafting emails for desktop alone

Long gone are the days when the emails were read on desktops. In fact, increasing use of smartphones is the reason why email marketing is still BIG. 48% of total email opens occurred on a mobile phone or tablet in Q2 2014. Let go of those tactics that helped you gain more views for your emails on desktop. It is time to think mobile and go mobile!

Making it difficult to unsubscribe

We all understand that retaining a customer is as difficult as earning one. But, making it difficult for your email subscribers to opt out is not an accepted practice and might result in a bad email sending reputation. If you are practicing one such tactic to retain your subscribers, this Halloween is the time to say goodbye to this practice!

One email serves all? No, it doesn’t

Growing focus on personalization and data segmentation are the indications why “one email serves all” is really dead. Brands that personalize their email marketing subject lines receive an increase in open rate of over 22 percent. Smart segmentation strategies ensure communication relevance. Emails that are relevant and personalized, keeps the recipient intrigued before they turn into your loyal customers.

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Email is another broadcast tool

Marketers who treat email as just another tool to broadcast messages, you have got it wrong! The most powerful attribute of email marketing is that it opens up an opportunity for you to initiate conversations. Those who have expressed interest in what you have got to say, appreciates when you listen to them and in turn might prompt them to share your message.

Great subject line alone wins

While it is true that great subject lines are the key to successful email campaigns, that doesn’t alone help you win. Subject line is the primary motivating factor to open an email and it instills interest to read on, so keep up to the promise you have made in your email content. Do not try sneaky tactics like using RE: and FW: in your subject lines to earn trust. Be genuine.

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