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BECOME A BETTER BUSINESS EMAIL MARKETING<br />
03<br />
MAKE THEM MOBILE<br />
FRIENDLY<br />
More than half of emails<br />
are opened on mobile<br />
devices, so the latest<br />
studies indicate, so it<br />
would be a sure-fire<br />
way to waste your own<br />
time by not making<br />
your emails optimised<br />
for mobile viewing. Most<br />
email marketing clients<br />
nowadays will do this<br />
for you, or at least give<br />
you an option to create a<br />
mobile version, so there<br />
really isn’t much excuse<br />
to make sure it’s right.<br />
Test the mobile version<br />
specifically as well as the<br />
desktop one before you<br />
send anything out so you<br />
can avoid any obvious<br />
mistakes or errors and<br />
then subsequently help<br />
your open rates.<br />
04<br />
TRACK YOUR<br />
COMBINE<br />
PERFORMANCE<br />
The beauty of email<br />
marketing is that you<br />
can see exactly how well<br />
each one performs over<br />
time. This is obviously a<br />
great thing <strong>–</strong> but only if<br />
you actually record what<br />
did well and what didn’t<br />
and act on the data. If a<br />
certain time of day or day<br />
of the week outperforms<br />
others then try to<br />
understand why and try<br />
to stick to what works,<br />
without being afraid of<br />
the odd experimentation<br />
too. People’s lives are<br />
ever-changing, so no<br />
one formula is going to<br />
be bullet proof for you<br />
forever, so make sure<br />
you keep a keen eye on<br />
the behaviour of your<br />
recipients and adjust your<br />
methods accordingly.<br />
05IT WITH<br />
STAY<br />
PHYSICAL MAIL<br />
You’d be amazed<br />
just how effective<br />
traditional physical mail<br />
and physical media<br />
such as magazines<br />
still are. If anything,<br />
their effectiveness has<br />
become even more<br />
pronounced since<br />
digital media took<br />
centre stage. If your<br />
messaging from your<br />
emails is coherent and<br />
matches up with some<br />
direct mail into people’s<br />
mail boxes, there is more<br />
chance that the message<br />
will stick because people<br />
are seeing it on multiple<br />
fronts. Email marketing<br />
is powerful, but it can be<br />
made even more so when<br />
your other non-digital<br />
marketing platforms are<br />
signing from the same<br />
hymn sheet.<br />
06<br />
LEGAL<br />
Make sure you are<br />
following all the very<br />
latest email marketing<br />
protocols and laws<br />
relating to issues such<br />
as GDPR and data<br />
protection. Always<br />
make sure you handle<br />
the people’s data you<br />
have properly and give<br />
people a clear and easy<br />
way to opt out of your<br />
communications if they<br />
want to. More stringent<br />
rules are actually a<br />
good thing <strong>–</strong> they mean<br />
that the people who are<br />
happy to receive your<br />
messaging are the ones<br />
who are most engaged.<br />
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