How to make sure your email marketing is read

Email marketing is an increasingly popular tool used by businesses all over the world

. Whether your campaigns are managed by an email marketing agency or by your company, the goal is the same, you want to get your emails read.

It is easier said than done and don't be fooled into overestimating the amount of time your recipient will spend looking at your email. The best thing to do is use the email's design as a way to communicate. Rather than using the design to make it look pretty and eye catching, make it simple and clear so the recipient can skim read the bits of no interest to them and instantly pin point the bits most relevant to them.

Do not use lengthy news articles as part of your email marketing campaign. It is fine to have a summary of news, but allow consumers to have the choice to click through to your website to read the remainder of the story. You have more chance of keeping your customer on the website once they are already there, than you have of attracting them to the site after handing all the information to them on a plate.

Consider the best time to send the emails. If you think your customers are going to be busy on a Monday morning, but to relaxed and a little unmotivated on a Friday afternoon, it would make more sense to send the campaign at some point on a Wednesday. The best thing to do is experiment, test different wordings, templates and designs and you can even test sending your email at different times of the day- compare and contrast your results to determine what type of campaign brings you the best response.

Lastly, make sure the email is of relevance to the recipient. If possible take the time to go through your customer database and decide which campaigns should be targeted at each person. If the information sent is relevant and of interest to someone they are more likely to take the time to read it, than hit delete.

How to make sure your email marketing is read

By: Joseph Barwick

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