In Dubai, entering the Digital age is still a task yet to be attempted by many. However, those that have taken the first steps towards a more integrated online marketing approach often start with email marketing. For some it’s not an experiment but the driver of their online presence.Often, this is because many companies have a collection of existing or potential customer data. The easiest way to leverage this data is to directly send them an email. The problem being that time and time again the delivery rates or open rates of these emails are very low. This article will run through the best practices you should use to achieve success.
What does success look like?
2 of the most common metrics of email marketing are the ‘Delivery Rate’ and ‘Open Rate’. Your delivery rate should be as high as possible. The most effective marketing campaign will have 0% non-delivery rate. Often, there are variables that will effect this, which are out of your control such as mis-spelt email addresses or they closed email accounts. Therefore, keeping your non-delivery rate below 5% should be deemed successful.
Increasing and maintainnig the open rate of emails is a lot harder to achieve. Using our best practises will help you reach your target. Targeting between 15%-20% open rate of your campaign is a positive ratio. Of course reaching 100% would be ideal but the reality with email marketing is you will never see this with all your campaigns. You have to consider factors such as, not everyone checks their emails daily, weekly or less frequently so when they do, your mail could be buried under many others.
5 Best Practises OF effective email marketing
1. Verify your database
Too often, verifying your database as an action point is overlooked. In order to ensure your marketing efforts are not in vain, you should have your database verified and tested for false emails, unsubscribed emails or inactive emails. Automated tools are available to verify your data from marketing agencies like ourselves at Nexa. Verification should be done regularly, and scheduling quarterly or bi-annually reviews are suggested.
There are peak times throughout the day when individuals will access their email accounts. During the working week the best times to send your mailers are:
- At the start of the day between 7:00 – 8:30
- During lunch hours 12:30 – 14:00
- In Dubai and across the GCC we see a spike in email activity after 21:00 in the evening.
Also keep in mind the content you are presenting e.g. If your content relates to a lunch promotion, make sure that message goes out during the time when people are making a decision for what to have for lunch. Between 11am and 12pm would be the optimal time in this situation.
3. Get the subject right
This is the most important of all and the subject header of your email will be the difference between your mail being opened or it going straight into the trash can. We know the saying, "never judge a book by it’s cover" but unfortunately, that is exactly what happens with all emails. The subject line is the cover to your book.
The best subject lines are specific to the content within your email. If your recipients are in correct target audience for your content, then seeing a subject that relates to their interests will be more engaging to open and read.
Always avoid using the very tempting retail "buzz words" such as "Free", "Sale" or "Discount" unless you're confident that your recipients want to receive this type of content from you. Although you may think these will attract your recipients actually this is a for sure way for your email to end up in the trash can. Similarly, avoid using the any emoji’s in your subject, these and the buzz words often get your emails flagged as spam and won’t reach your end users.
4. Personalise your mail
The simple things make a difference. Avoid addressing your recipients with ’Dear All’ or another generalisation. Keep it personal, using the recipient’s name both in the Subject line and in the intro line of text. If you know the receipients company name, add this too but be sure to keep these inclusions within context or your email may start to sound a little weird!
5. Call to Action
You should always finish your emails with a ‘Call to Action’, something that will strike an action from the user. An example of this may be a message to ‘buy now’ or ‘search more’, which may be a click that leads through to your website. This is the ultimate goal to your email marketing, get the user on your website where they can get more information and hopefully enquire to use your services or buy your products. It's also a great metric to understand the quality of your email campaign with the higher the click through rate onto your website, the higher the quality of your email and call to action.
If you are interesting in learning more about email marketing or digital marketing in general, please complete the form on this page to speak to me directly. Sam