07, Jun 2025
While social media may seem to be the number one way that people communicate online, email marketing is still a valuable and worthwhile part of the marketing mix that tends to offer high value return on investment when it’s been done well.
1. Don’t Spam
Australia has very strict legislation when it comes to bulk emails and most contemporary email clients like MailChimp, Campaign Monitor and other platforms not only comply with the law but also have their own policies and legislation. Hiring a full service digital agency like WebNesto who can not only send out branded and effective communications but also ensure that you’re complying with the law and best practices is often money well spent.
2. Give People A Reason to Read
Think about the emails you subscribe to – what made you sign up, what makes you open them and take action? What objectives are you trying to achieve? What outcomes do you want? These are all really important questions to ask as you need to ensure that your email marketing endeavours have a purpose that is going to resonate with your subscriber list while meeting your business goals. Try not to fill it with information they would have already seen (e.g. on your Facebook page or website).
3. GoFor Quality, Not Quantity
This applies to both the number of subscribers you have and the volume of emails you send out. Many businesses run a competition or campaign to get people to sign up for their list believing that they need to have a large database.
4. User Experience
Does your email template load quickly on every device including mobiles? Do the pictures display properly, and can your readers click through to the updates or stories they want to read? Short bursts of information with hyperlinks for where people can read more is generally more effective than long bodies of text or infographics that may not display if people are viewing in plain text mode.
5. Your Subject Line & Preview Matters
What is going to make your email stand out in people’s inboxes and prompt them to open it? Be creative and personal when writing the subject line and the initial details that will appear in any preview panes. This space is prime real estate so use it wisely, with the most important information at the beginning not superfluous filler sentences.
Email marketing is one of the earliest forms of digital promotions, and despite major technological developments in recent years, it continues to perform well and achieve results when approached with a carefully planned out strategy and executed with purpose.
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