Email Marketing Advice For 2013

Believe it or not, people want to hear from you. They want to know what you have to offer. They want to know how you can benefit their business by saving them money, increasing sales or helping to achieve business goals. They want to know, in short, what’s in it for them.

To make your marketing emails stand out you’ll need a strong subject explaining what is contained within but you’ll also need to make your content invaluable.

Here are three rules you should follow to get the most out of your business email marketing:

Keep it short, simple and to the point

As great as your company’s story is, your prospective customers don’t care – this isn’t a fly-on-the-wall documentary, after all. Your prospective customers care about one thing and one thing only: themselves.

That’s why you need to make sure your business email marketing copy is short, simple and to the point … and all about your prospective customers. You need to tell them in the subject line what they can gain by opening your email. You need to tell them what they have to gain by clicking on your email. You need to make it clear that by not opening your email, they will be missing out.

And you need to do it in as few words as possible.

Use high quality designs

Your business marketing email is competing with a lot of other “noise.” That “noise” includes communications from other emails, direct mail and, yes, even spam.

That’s why it’s important to make your email look good. Brand it with your logo and key words so your audience knows who it’s from, exactly. Add images (not clip art) that make it stand out from the crowd. And use a lot of subheaders but not too many words – in other words, make sure to leave a lot of white space. Doing so will help it stand out from the spam crowd.

Don’t be discouraged when people unsubscribe


Chances are, after you send out your business email marketing, some people will report you as a spammer. Others will opt out.

Don’t let that put you off.

Stick with it. Let them go. Some will come back, others won’t. But if you’re putting out a customer-focused marketing email, more people than not will at least look at it. If you keep it short and offer something tangible to your audience, they will also likely open it.

Image credits: Inbox, 10ch. Unsubscribe, Yandle.

2012 Email Marketing Stats

The average email open rate in 2012 was 20.1%

The average click-through rate is 5.2% globally and 5.1% in Europe, Middle East and Africa.

Unsubscribe rates are very low at just 0.31%

Source: Econsultancy, July 2012

By Martin Broadhurst

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