Personalising our email greeting is not as nearly as effective as it used to be in the past. When the email marketing first emerged it was a new thing and people were drawn to seeing their name in the email. In many cases, this would be the cause to open the email in the first place. Now things have changed.
In fact, a recent research done by The London School of Economics states that personalised greeting can be harmful.
Given the high level of cyber security concerns about phishing, identity theft, and credit card fraud, many consumers would be wary of emails, particularly those with personal greetings.
A significant element of email marketing lies in the relationship with recipients. Do they trust the sender, do they know who the sender is and have they at least head of them? Familiarity cannot be forced too soon. Intimacy is earned in real life and an artificial, forced intimacy may sound too rude. The same case stands with emails.
Personalisation in email marketing can be useful, though when used in a meaningful way. For example, by addressing a potential consumer by knowing his or hers specific preference or age group can often be a winning combination that can save our email from ending up in the bin.
TWO: When is the prime time to send an email?
The newest research points out that the best time to send out email marketing eNewsletters is in the evening, after 8 PM. According to the research, “night time emails” have an opening and click-through rate that is much higher than their counterparts that were sent out from 9 to 5. Why is that so?
Potential consumers apparently have a spam-built-in reflex that warns them that emails sent in working hours are often spam. That’s when their psychological built-in mechanism kicks in. One of the other supporting factors that go in favour of this is that this time is the least used by other email marketers.
Sending our emails at this time of the evening increases the chances of our emails being spotted more easily.
THREE: We send our emails on weekends too
Although not that successful, as 9 to 5 tactics, it seems that sending emails on weekends have a much better open-read-click ratio than sending them on work days. According to the Bing study, Saturday and Sunday outperformed their weekday counterparts by almost a third! This is probably due to the fact that people have much more free time and feel relaxed to read various content on the internet than during the weekdays.
FOUR: Potential customers love free things
Our experience shows that potential customers absolutely love free things. If we have a client that owns a restaurant we always advise him or her to offer a free lunch or dinner in their eNewsletter. This can dramatically increase the interest in the email sent and it can skyrocket the whole campaign. Sometimes you have to give in order to get back. And what you usually get back is a huge interest and higher sales.
FIVE: Mobile devices are a preferred way of using the internet
Statistics say that in the UK one of the preferable ways of opening emails is through various mobile devices. In the past personal computers were the only way to go, but recently, with the accessibility of tablets and big screen mobile phones, this has become the most preferred way that people use to check their emails.
That is why all our eNewsletters are mobile friendly and they are designed in such a way that allows a mobile user to easily read and navigate through them. We simply cannot allow saying goodbye to thousands of £££ because of the inadequate emails.
That is why all our emails are:
- Converted to one-column template for an easy mobile fix;
- With increased font size for better visibility on smartphones;
- Tailored according to the iOS guidelines of 44×44 pixels;
- With call-to-action button is visible and easy to tap;
- Having in mind the ergonomics, all our important tappable content is in the middle of the screen.
As a part of our mainstream business acctivities, among other things, we specialise in email marketing too. You can learn more about our email marketing package and learn more about the service we offer under our packages section of this website.