This year has gone by quickly! Black Friday and Cyber Monday are almost here and during this time of year email sending is a great tool to engage with your clientele. Email sending is at its highest during this time of year and ITG would like to help you get your emails into more inboxes and less into spam filters and spam folders.
Sending emails over the holiday periods are a great way to interact with your clients by letting them know about amazing products and services along with any discounts they can get during the holiday season and that is why it is vitally important to follow these best practices, because after all, you want your emails to get in front of current and potential clients, right?
Popular email providers around the world have increased the difficulty of getting into inboxes for their customers. Spammers are sending more emails than ever before. Emails are still a great way to get your message, products, and services in front of eyeballs. Here’s the thing, because of this, it is important to limit sending emails to those on your email list who are actively engaged in your content.
What Does Actively Engaged Mean?
Actively engaged is exactly like it sounds, but can mean several different things.
#1 – Leads who have signed up to your newsletter or list in the last 90 days.
#2 – Leads and/or Customers who have recently opened an email you sent them in the last 90 days.
#3 – Leads and/or Customers who have clicked a call to action link in the last 90 days.
Sending emails to leads and customers who are actively engaged in your brand or content will help you get into the inbox. Popular email providers are constantly monitoring and recording how your email is received by the people who get your email in their inbox. If people are actively engaging and opening your email, clicking links inside of your email, responding to your emails, it shows the email providers that what you’re sending has value and they will continue to ensure that your emails continue to be deposited into the inbox.
What About My Content?
The content that you send and how it’s formatted are very important to also getting deposited into peoples inbox.
One of the best tips about content is to try and keep it short and sweet and to the point. What you don’t want to do is write an entire novel when attempting to engage with your leads and customers. According to stratista.com in 2021 the average time people spend reading brand emails is 10 seconds. That is not a lot of time, so this is why you want to keep the content in your emails short and to the point.
Another important tip is to make sure you have a clear call to action. Having a call to action in your emails is important for keeping them actively engaged on your email list. We already understand being actively engaged is helpful for getting your emails into the inbox, right? If not, go back to the top of this post and read it again. The other reason it’s important to have a call to action is because leads and customers need help getting to exactly what they are looking for. You can have the most amazing product, or the best service on the internet, but if they don’t know how to get to it and engage with it, then it’s likely they will go to one of your competition.
Another helpful tip is to spruce up your emails by adding images to them. Images help customers to visually engage in your content. Remember the old saying, “A picture is worth a thousand words”. Using images in your emails can help you get your message across without having to go to great lengths to spell it out in words. You want to keep the content in your email short, sweet and to the point, and this will go a long way to doing just that while conveying exactly what you want.
When it comes to content, actually have some. While a picture can sometimes tell a story, you need to have content to go along with the picture so that the story gets told in the way you want it to be. Think of it like a postcard. Sending someone a postcard with no message on the back side doesn’t really tell them anything about how much fun you’re having, or that you wish that they were there with you. Always make sure to use your words and images together, after all it helps them to reach your call to action with a clear and concise message of what you’re offering.
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