Download 5 secrets to marketing via the inbox

PR I S M A PA PE R :
5 secrets to marketing
via the inbox
Email marketing has been around for over a decade and businesses continue to
use this marketing channel because of the return and low costs associated with it.
Although the campaign costs are relatively low, it is important for email marketers
to stay relative and adapt to the evolving realm of the ‘Inbox Underworld’.
The bottom line is that email users
are smarter and pickier, so each
e-blast needs to be at the top of its
game if you want to keep subscribers. Here are 5 tips to help you be
successful.
1. Do your homework
Before sending out an email marketing campaign, determine what
platforms your users are operating
and what type of email you should
send: text vs. image-based. Although
more visually appealing, image based
emails have an increased risk of not
being viewed due to email restrictions and download requests for it to
be viewable. In some cases, a simple
text email may be better.
2. Minimize Monday morning
messages
Learn the optimal delivery time
where your recipients are most
receptive. Our marketing team
recommends Tuesday, Wednesday,
or Thursday afternoons. Research
shows morning inboxes are full. By
afternoon, most recipients have
gotten through the bulk of emails
and are in a position to keep up with
incoming mail and are more likely to
read them. Mondays and Friday can
be busy times for recipients and their
attention may not be fully focused on
your carefully crafted message. This
strategy can work for both business
and consumer messages, as consumers often check personal email during
business hours via their phone. And
lastly, pay attention to time zones.
Use an automated tool to deploy an
eblast at the optimal times to subscribers in different time zones.
3. Hit ‘em with your best shot
In direct mail, it’s the outer envelope.
In email, it’s the subject line. It has to
be powerful, intriguing, or fun to
entice the recipient to open your
email and learn more. It should be
the last thing you write. You may
want to test two subject lines to see
which is more successful to give you
insight into your audience.
4. Provide clear direction
Next to the subject line, the most
important copy is a clear, strong and
simple call to action. It is imperative
that the call to action is not overshadowed by an overflow of text. And
it needs to be simple. Don’t make
your audience jump through hoops,
because they simply won’t. You’ll lose
them, and after you got them all the
way to the end.
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5. Make it personal and relevant
To do that, you need to know your
audience. Their likes and dislikes.
Know what moves them. How your
product or service will benefit them
specifically, solve a problem, ease a
pain point. You can be more general,
but your results will reflect your lack
of effort.
E-blast marketing is a significant tool
for reaching your customers. Not
only is it a cost effective investment,
but it is also a great tool for gathering
information about your customers.
To learn more about the inbox
underworld, contact Prisma at
602-243-5777.