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Email marketing isn’t the same as it was a few years ago.  Remember putting together an email and just sending it out, easy as that right?  Not anymore.  Here are 6 quick tips on how to better optimize your emails for email marketing success.

1.    Branding Your Emails

First off, your emails could come from a private email.  It doesn’t have to come with your logo and your brand written all over it; however, until you actually build a relationship with your audience, it’s more professional to introduce them to your company and website by sharing your branding and marketing efforts with them.

Say that you’re a new customer to Amazon.  You may know a bit about them, but not enough to get a personal letter from the marketing department without any Amazon logos, colors or fonts.  In fact, the majority of us would think it was spam or someone other than Amazon trying to get info.  You need to make sure that your customers feel comfortable with your brand and it’s as easy as making your emails match your site, including your logo, colors, and fonts.

2.    Calls-To-Action in Email Marketing

Next, tell the reader what you want them to do – be creative about it.  How can you point out where you want them to go and what you want them to do?

Put more important information at the top, and filter everything else down in order of importance.  Sure, we would like our readers to read everything, but we know that the majority of users barely even skim over the constant stream of information they receive throughout the day.  That’s why we recommend doing a brief introduction, posting links to important information on your site or blog, maybe a call-out or short tip, and link to your social media profiles.

3.    Don’t Overload the Reader Information

Stay focused.  Don’t overload your email with absolutely everything you have on your site.  Having side navigation is fine, but keep it simple.  What is it you want to talk about?  We understand that you want to talk about everything you offer, but doing that will lose just lose your audiences focus – help the reader get to the point of the email, fast.

Think of one or two call-to-actions that could be spelled out in the email…

  • What is new on your site?
  • Do you have a new special?
  • Did you create a new page?

Tell your customers about one thing at a time and save the rest for future emails.

4.    Pictures and Video

People like shiny, pretty things – it catches the eye.  In the form of emails (and your site for that matter) using pictures and video is a great way to get your visitors to stick around and enjoy the email more.  Try uploading pictures and video in your email to help your message pop.

5.    Test, Test, Test

Spelling errors, wrong colors, and bad links are very unattractive.  It doesn’t mean you have to be a grammar wiz, just read things over before you post them.  Write your content in Microsoft Word, and let it help guide you with spelling mistakes.  Read it over again and make sure you don’t fumble on sentences.  After reading it a couple of times, give a final read through and make sure it still sounds/looks good.

Then, send a test email to yourself.  Then forward it to another email outlet – Gmail, Hotmail, etc. – and make sure that everything looks like it’s formatted correctly.  Try viewing the email on different size screens too – mobile, tablet, and desktop.  If you have it in your budget, try using Email on Acid to test your emails on different devices and browsers.

6.    Google Analytics eCommerce Tracking

You should be testing the ROI of your emails too. This can easily be done by using Google’s URL builder to help add parameters onto your email links that can then be tracked in Google Analytics (if eCommerce tracking is installed). In other words, when you build your links in the tool mentioned above, you can log into Google Analytics and see exactly how much revenue each email brought to your site.

Kasy Allen

Kasy brings years of experience in search engine optimization (SEO), content strategy, Internet marketing, and overall web-geekery to the table. She enjoys writing on the web and improving user experience across the Annapurna site, as well as with our clients. When Kasy is out of the office, she can often be found volunteering her time to help non-profit organizations build a better online presence and exploring the great outdoors with her family.

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