Email marketing has been an important pillar of our client attraction strategy at Marketing Results for over 10 years.
And while we’ve made a few shifts in our email marketing approach, the basic format and “look and feel” of our emails hasn’t changed significantly – we’ve always favoured the “formatted plain text” look.
In other words, we’ll sprinkle in the odd bold or italic, but will generally avoid a heavily “branded” look.
But recently there have been sufficient changes in the email marketing landscape to warrant a change in strategy.
Here are the 8 changes that we’re rolling out and recommending to clients:
1. The Golden Rule: Prospects must WANT your emails
Prospects must WANT your emails and look forward to your next communication.
Your emails have to be seen not as an uninvited pest, but a welcome guest.
In the past, many email marketing hacks revolved around getting past the guard of the prospect. For example:
- Write in plain text so your email “looks” personal
- Avoid heavy HTML, which is likely to trip spam filters
- Insert spaces below your email body to push your “unsubscribe” link down the page
None of these things matter unless users want what you’re sending.
Tools and technology give users all the power they need to blast anything out of their inbox they don’t want.
2. Brand it up
I have advocated the use of plain-looking, text-centric emails for more than 10 years.
But now I’m switching it up and saying it’s time … Read More >>