Today, email campaigns need to cater to an increasingly savvy online and mobile consumer. They must therefore be compatible with a variety of devices and platforms and when implemented correctly, should result in a great return on investment, while cutting paper usage and costs at the same time.

eMarketing Insight gives you 6 tips on how to get smarter with email.

Email is a window to the digital world. With one click, customers can access Quick Response (QR) codes, video, music and other exciting content or land on a website.

Email marketing is not just about promotion, it’s a specialization

Email is not just about sending out bulk email. It’s about understanding the medium, tracking each email and making adjustments to future campaigns to ensure your goals are met. It’s important to note that email is not a one-size-fits-all medium, you need to create the space where you are engaging with your customers in a way that brings results.

6 Top tips for getting smarter with email

1. Delivery
   Keep your data clean and include appropriate authentication with DKIM, SPF and DMARC, as well as automated bounced email clean up processes.
2. Open rate and subject lines
   Keep the subject line short, clear and avoid using words that trigger spam filters. You may find that personalizing the subject line gets you a better response rate. Use a recognisable ‘from’ name to ensure credibility.
3. Creative design
   Use a combination of layout, images and colour that is functional, device friendly, easy to navigate, plus looks good and works online. The creative elements of the campaign must not only work for your target audience, but should also represent your brand effectively.
4. Mobile email
   Design with mobile in mind including the destination page. Functionality must be tested to ensure compatibility with all mobile device types.
5. Add value
   Be relevant via a well segmented database, add a call-me-back functionality and link the reply address to a tool to assist the call centre. Add a poll for insight and feedback, a survey for data enhancement. Include a phased profiling solution and a preference centre to help customers be in control of their communications.
6. Cut costs
   Don’t send to inactive customers, continuously bouncing addresses or invalid domains. This not only costs money, it also affects your deliverability. Aim to run regular harvesting and adoption campaigns to reduce paper.

Start getting smart with your emails! For great results, be sure to get in touch with an email marketing expert.