Ahh, Christmas time. Nothing quite like being on your very best behaviour for more than three weeks in the hope that nobody remembers you’re not good as gold all year round. Oh, and before you say anything, that’s a rule for adults too. Santa only brings presents to good email marketers - the bad ones get this. We don’t want any of you finding that in your stocking, so here are our tips for staying off the naughty list.
First job? Stay out of the spam folder. If you’ve spent all year throwing time, money and emails blithely into the ether, don’t be surprised if all you get back is a lump of coal. The blacklisted senders, the unverified senders - they’ll all be facing disappointment on the big day. Of course, if they’ve been running their campaigns that badly, they’ll be used to it...
Once people are actually receiving your emails, you need to know how many of them are being opened, and how many of those opens convert into clicks. Stay on the nice list by testing, tweaking and improving your campaign. Being good’s about trying. It’s also about being patient and waiting for your tests to complete before you start mucking about with the campaign.
No-one buying directly from your email? Even though you’ve already sent them seven sales messages this week? In all likelihood your emails still look like spam, even if they’re making it through the filters. There are so many ways for your emails to let you down: insubstantial subject lines, irrelevant content, appalling spelling, no call to action… we’ve seen them all, and so has Santa. He sees you when you’re sending, and he’s not impressed at all.
You know what’s nice? Going the extra mile to give your readers something interesting to look at. And listen to. Christmas wouldn’t be Christmas without Christmas specials, the Queen’s Speech and the Bond movie on ITV. Your email marketing’s the same; if you want to get the most out of it you really should look into video content.
Don’t think that a video - no matter how blindingly good it is - lets you off the basics, though. Your content still needs some words, and you’d be amazed at the damage they can do if they’re used neglectfully. You’ll look unprofessional, untrustworthy and plain lazy at best, and land yourself in legal trouble at worst.
Ultimately, good marketing is all about precision. If you take the time to write a subject line that’s relevant, restrained and a little bit unusual, you’ll see those open-rates improve in no time. The same goes for the message as a whole - keep it short, keep it simple, and keep it tailored to the readers you have and the customers you want.
That’s all it comes down to in the end. If you’re still worried… well, don’t go telling everyone, but we might just put in a good word for you with the big man, if you ask us nicely. OK? Great. Get out there and sleigh ‘em.
Is email marketing on your Christmas list? Check out our different packages here.