Email marketing has been plagued by one tactic that has always meant that businesses have to be careful how they conduct themselves: spamming. The practice, where customers are sent copious numbers of emails or are sent emails they never wanted, has led to legislation across the world. Some countries have included legislation that has meant that a company found sending spam could face hefty fines.
Spam isn’t exactly worthwhile. Unsolicited emails generally produce poorer results, low return on investment and damage brand reputation. While having a large enough list of names might offer better sales over one email – in the long term and after potential legal costs, the returns will be greatly diminished and your brand’s image ruined.
It is the company which is represented in the email, and not any third party supplier, who is responsible for the conduct of the email marketing campaign. Therefore, it is important that you know how to avoid sending spam. In theory, this only requires the careful implementation of three checks in your campaigns before you send a single email.
Here are the three checks you must complete to avoid sending spam and ensure your subscribers only get the messages they want.
1. Use Volunteers
The first and most important check is to ensure that your subscribers are only those that have signed up to your email marketing list in the first place. It is illegal to send emails to anyone who has not opted to receive emails.
While it is not a legal requirement in every country, the best way to ensure that this step is taken is to use the double opt-in methodology. This is when a subscriber signs up to your mailing list on your website or another platform (i.e. social media) and is then sent an email asking for their confirmation.
This helps to prevent your emails being marked as spam by ensuring that your subscribers know what their actions will result in. It also gives them a chance to say they don’t really want the emails or to prevent a third party from signing up people who have no interest in your products and services.
Many email marketing service providers make this system available as part of their service for free, so there is no complicated programming or other activity to undertake.
2. Segregate Email Subscribers
Another important action is to ensure that you are sending the right emails to your subscribers. This process, known as segmentation, is a vital step to ensure that your business’ contacts aren’t sent marketing messages that they aren’t interested in or that are irrelevant to them.
For instance, imagine you run an electronics store and you have a deal on a complimentary product to another. Sending it to everyone on the list will result in many people receiving the email who don’t have the original product and therefore, buying the complimentary product is not worthwhile. By segmenting the list so that only those who have bought the first product can result in better uptake and results.
Segmentation can take many different directions so it is best to understand your audience and use their behaviours to help you determine what segment they need to be assigned to.
3. Limit Your Email Campaigns
The more emails you send, the more like spammers you will appear. That is the simple conclusion from those that continuously send emails. Customers grow weary, even if all they do is delete your email. Therefore, consider how often you are creating your email campaigns and sending them out.
There isn’t an optimum number for the frequency of emails to send per week as it will differ between audiences, industries and products. However, if you are getting a high proportion of complaints or a high unsubscribe rate with your email campaigns, you might need to rethink your strategy.
If you segment your list, as mentioned above, this can also help reduce the number of emails each subscriber will receive.
Email marketing is highly effective when it comes to generating interest and sales for your brand’s products or services. But it is important that you ensure your company doesn’t practice spamming tactics. To comply with laws and best practice, it is best to use the double opt-in methodology, segment email lists and limit the frequency of emails. This way you will always seem legitimate and be in favour with those on your mailing list.
It isn’t just the email header or preheader that is important in determining the success of your email marketing campaigns. The timing of your campaign is really important. Send it too early and the consumer can either ignore your email, spam it, or just read it and forget about it.
So how can you determine when the best day is to send your email marketing campaign?
There Is No Magic Time
Unfortunately, there is no real ‘best time’ that is universal for all companies. It really depends on your product, service and audience. The only way you can determine when your audience is going to be more receptive to your marketing messages is to analyse the data yourself from past campaigns.
This can be a complex task, and there are different ways that you can measure the success of campaigns, depending on what you are trying to achieve. You also have to consider that some offers will not be as enticing as other campaigns – this can skew your results and make you miss the ideal times because your campaign wasn’t good enough.
Levelling The Playing Field
An option to prevent campaign results being skewed is to test the same email copy on multiple days/times. This is known as split testing. Most email marketing programs have automated systems that can help you set this up and monitor the results.
The disadvantage of this is that you need to have a significant number of subscribers each day for this to work. The more subscribers you have in a test segment, the greater the accuracy of the results and therefore you should not have a segment with less than 300 subscribers, though preferably it should be approximately 500.
This may mean that you have to test two days a week at a time to discover the ideal day. The best case scenario means that it could, therefore, take a minimum of six weeks to test the combinations available.
Another disadvantage is that the time of the email could be more important than the actual date. For instance, sending the email at 10 am on Monday might perform better than an email sent at the same time on Tuesday. However, the same email being sent at 2 pm on Tuesday could perform better than the 10 am on Monday. If you discount Tuesday too early in the testing, then you might miss out on opportunities.
Therefore, stringent testing needs to be done.
Not Just The Day But Also The Date
Another thing to consider is that you can’t always treat every day the same. For instance, if you test Tuesday against Thursday and see that Thursday has the best open and click-through rates, you may have forgotten to add into your campaign that Thursday was payday, and this is when most customers have the most disposable income and are more likely to make a purchase.
Therefore, it is important to avoid any potential dates that might interfere with the results so you don’t get biased results.
What Data To Look For
There are three statistics that you really need to look at. The content you are promoting, and the goals of your campaign will depend on what statistic is key for your campaign monitoring. The three statistics are:
Open Rate – The basic statistic of how many people opened your email and read it. This is fairly simple, but more opens don’t always equate to more click-throughs or purchases.
Click-Through Rate – The number of people who read your email and then clicked on a link within your email. This shows that people are interested in your offer and want more information.
Orders – This can be measured in a variety of ways including:
- Conversion Ratio – the ratio of subscribers who went on to buy a product/service.
- Purchasing Value – The revenue earned from an email campaign.
- Return on Investment – The amount earned compared to the amount spent.
Measuring these can tell you which campaign has been the most successful in converting customers. However, this can be difficult to measure as the landing page could be limiting sales and not the email.
Determining the best day and time for your email campaigns can be difficult for your business. You need to ensure that you study your email campaigns, test out which days are best for your business with split testing and then measure the results. This can be a lengthy process, but for the long-term benefit of your business, it is well worth the investment.
When was the last time you split tested your email campaigns? Do you know what day of the week is best to send your emails?
Let us know in the comments below.
An email marketing giveaway is a perfect way to grow your email marketing list and engage with potential customers. Bryan Harris found that in 10 days, by offering a decade’s free access to software, he was able to accumulate over 2,200 email marketing subscribers. In fact, his campaign received a new email subscriber every six and half minutes.
When you consider the value of every single one of those subscribers, you can certainly see how an email marketing giveaway could be a lucrative campaign.
So how do you create the perfect email marketing giveaway for your business? Here are some pointers for you to get started.
1. Offer The Perfect Gift
This is an important consideration. The right gift can attract the perfect customers to your business whereas if the gift is too generic (i.e. Amazon vouchers), then you might not attract the prospects you want. Research by Bluewire Media found that templates and tools led to the best open and click-through rates.
Consider whether or not the customer is asking “what is in it for me?” when they read your email. When it comes to resources, templates and tools, something that helps with integration, is far more useful to them than ebooks, interviews, brain teasers or photo albums. While your own audience might react slightly differently, this is a good starting point to find out what your audience wants.
2. Maximise Shock And Place A Value On The Giveaway
To ensure your reach peaks at its maximum potential, you need to consider how you are going to give it shock value. This means that when your audience sees the headline, they will stop and pay attention.
So consider how you can create a headline that will really shock your audience. For instance, if you are giving away a year’s membership that is worth $2,000 a year what do you think will work better:
“Win a Membership Package”
“Win a year’s worth of membership worth $2,000”?
By making sure you list the value of your giveaway you can add shock value and help your prospects realise how valuable your giveaway is.
3. Create A Landing Page
If you want a successful giveaway, you need to ensure there is somewhere for your audience to go and find out more information, read the rules and signup. A landing page is a perfect platform and it also allows you to drive traffic to the site from your Google and other search engines.
Consider the essential design elements when it comes to developing your landing page, a good heading, sub-heading, text and a clear call to action button.
4. Promote Through All Channels
To extend the reach of your email marketing giveaway, utilise all the digital marketing channels you can to promote the giveaway and attract a larger audience. Social media, PPC and email, are perfect channels for gaining awareness of your giveaway.
It is also important to spread new of your giveaway by word of mouth. Get your audience to share the giveaway on their social profiles to attract more people. Another option is to email others in your field who might be willing to share your giveaway with their readers.
The more people that can share your giveaway, the more subscribers you will gain. You can encourage both by offering extra entries for those who share your giveaway.
An email marketing giveaway is a perfect tool for increasing the number of subscribers you have. The challenges for your campaign are getting the giveaway to be desired by your primary audience and promoting that giveaway to the right people. There are solutions to this, but they require hard work, research and above all else, perseverance.
Have you run an email marketing giveaway campaign? What were the results?
There is a problem with email marketing, and that is SPAM. The illicit and often annoying issue with email marketing can mean that your customers are turned away from email messages even if the problem is not you.
SPAM comes in many different forms. It can be an email message that was not requested, i.e. the recipient was added to a marketing list without their permission, or an email with a misleading subject line compared to their subject matter, or too many emails being sent.
Many of these SPAM activities are actually against the CAN-SPAM Act of 2003. In other countries, there are similar laws which generally contain the same rules. The laws do make it a little more difficult for you to send commercial emails, but it should give reassurance to customers and offers them a way to complain legitimately about companies who might send irrelevant or dangerous spam.
If you do break the law, there can be stiff fines. The CAN-SPAM Act of 2003 states that if you don’t follow the rules you can be fined up to $16,000 per violation per individual email. In the United Kingdom, the fine is smaller but still significant. Therefore, if you want the financial safety of your business, it’s best to follow the rules.
So what are the ten most important rules of these email marketing laws?
1. Signing Up
A prospect can subscribe to your email marketing list either by giving you verbal or written consent. On a website, this should include ticking a checkbox on a web form. It is also best practice to use the double opt-in sign-up system to ensure those signing up online actually know what they are signing up for.
2. Header Information
Recipients have the right to know who the email is from when it arrives in their inbox. Therefore, you can’t put in misleading or false information in the header. You should include information such as organisation domain name and email address as they appear in your business. It is best practice to have the domain name and sender as an actual person within the organisation.
3. Subject Lines
A good subject line can entice your audience into opening your email and looking at the offer you have inside. But the subject line has to reflect what the email is about. For instance, you can’t say they are getting something for free when you aren’t offering that at all.
4. Identifying Purpose
Customers have become wary of the tactics used by email marketers and therefore have developed a knowledge of when emails are ads. Marketers have since changed tactics to make it less obvious to get customers to re-engage with emails. While this has been effective, it is also against the CAN-SPAM laws. You need to ensure that your customers know that your message is an advert.
Recipients need to know where your business is located. This is to demonstrate that you are a real company. To help build trust, ensure that the address of your organisation on the email is the same as the one on Google+.
6. Opting Out
It’s sad to see any subscriber leave your list, but you must give them the option which can either be done via an email message or a link within the email. The latter of these is the best option as it can mean that the process is automatic whereas the former creates more work for you.
7. Processing Opt-Out Requests
Every opt-out request you have from your subscribers needs to be processed quickly, within ten business days. You also need to honour requests from recipients up to 30 days after you’ve sent your email marketing message.
8. Third Party Involvement
If you have a digital marketing company run your email marketing campaigns, you must take responsibility for their actions as well. That is why it is so important that you get references for their work and check they are complying with email marketing laws.
These regulations only apply to commercial content; i.e. when you are promoting a product or service. Any emails that are sent for transactional or relationship reasons (i.e. invoices, warranty information, etc.) don’t have to follow the same rules. However, if you start adding commercial information to the emails, they are liable to follow the laws.
Sometimes it can be a great way to spread the word of your brand by asking current subscribers to forward your email to a friend. In these circumstances, you don’t need to worry about the CAN-SPAM laws unless you offer an incentive to send that email like a discount code.
It is crucial that you adhere to the CAN-SPAM Act. Failure to follow these rules can place your business at financial risk as well as annoy your potential customers. So ensure you know the rules and that you are following them.
Do you know your CAN-SPAM Act? Have you broken any of the rules above?
Let us know in the comments below.
Your email marketing list is worth its weight in gold. 77% of customers prefer to receive promotional messages via email but setting up email campaigns can be time-consuming. Research has shown that it can take 5 to 12 interactions with a brand before a consumer is ready to make a purchase. If you are looking to sell a new product via email, that means you could be waiting up to one to three months before any real sales are generated.
That is why using teaser campaigns can be an effective way to speed up the adoption of your new products.
What Is A Teaser Campaign?
A teaser campaign is exactly as it sounds. It is a campaign, delivered via a communications channel to entice customers to get excited about an upcoming event or product. Then, when the product is released, customers are closer to the purchasing decision and more likely to buy early.
Email marketing is one of the better digital channels to use for teaser campaigns because you can monitor results and concentrate on those subscribers that seem interested and also see how the audience reacts.
But email marketing teaser campaigns still require significant planning and forethought to achieve the best results. So here are five things that you can do to create the perfect email marketing teaser campaign.
1. Create A Goal
Simply having a product to promote isn’t going to be enough. You need to ensure that you have a clear goal in mind for your emails. This allows you to have focus and know what to put in each email.
The campaign goals could be:
- To drive traffic to a website.
- Receive (pre)orders for a product.
- Get bookings for an event.
In addition, each email could have a unique goal to help the campaign as a whole. For instance, individual emails could have the following goals:
- Share details on social media.
- Register interest in the event/product.
- (Pre)order the product.
- Visit a landing page.
Before you send the first email, you need to plan your email marketing teaser campaign. Ensure you know the whole story arc. What details do you want to release and when? You can carefully construct the email story on a spreadsheet that contains the message and the action you want the audience to take.
3. Be Mysterious/Secretive
One of the best ways to get people interested is to keep as much as possible a secret. When you are ready to reveal the details, then convey the idea that you are sharing something special with the audience that you haven’t told anyone about yet and is still secret. Being part of an exclusive group makes audiences feel special and more open to your marketing message.
4. Have Four Parts
There are four stages that you want to have for your email marketing teaser campaign. These are:
The Tease – the part that will get the attention of the reader.
Introduction – telling the audience about the product and how it can help them.
Buildup – build excitement for the product/service with the audience.
Conclusion – delivering what the audience expects.
There is no definitive answer for how long your campaign should be. Some could be three or four emails, but the longer a campaign goes on for, the higher the chance that audiences will become bored and unsubscribe.
5. Make Emails Accessible
Test your email marketing messages so you know that they are readable across all the main email platforms and formats. For important headlines and critical content, use text and not images and when you do use images, ensure you have useful content in the alt tags.
Are you running an email marketing teaser campaign? What are you promoting?
Let us know in the comments below.
Your business is a brand recognised by customers, prospects and suppliers. Without this brand image, external people won’t know what to expect. When customers are speaking to you in person, it is easy for you to present your brand. However, when you are sending an email – the brand image isn’t so easy to convey.
What you need to do, is design your email marketing campaigns so they match your business brand.
Does This Affect Email Marketing Results?
Email recipients are careful about which emails they open and how they interact with them. Customers are also very wary of scams that may seem to be from a legitimate brand but are in fact from internet scammers. Normally these scammers use a brand name, but don’t match the expected brand image.
Therefore, the first advantage of ensuring that your email matches your brand is that you can reassure your audience that the message is from you – and therefore increase open rates. The right brand can also help set you apart from the competition. For example, the subscriber might have signed up to three or four competitors of yours, as well as your email list – if you all send similar messages, the prospect won’t be able to differentiate between you and therefore their purchasing decision would be more difficult.
With more open rates, you’re going to attract more traffic to your website, which will organically grow your sales/enquiries.
Familiarity Grows When You Brand Emails
Research has shown that in 80% of sales, it can take between 5 and 12 interactions. If the majority of those interactions are based on email, you need to ensure that the familiarity of your brand is built up with each email as this makes it easier when you call your prospects.
As the brand familiarity grows, your customers will develop expectations of what is included in your email and that transfers to their treatment as a customer. For example, if you continuously email them useful information that can help them run their business, they will expect your services to be educationally driven.
This can be a great way for your business to impress prospects and for them to determine whether or not you really are the partner they need to help them.
Ways That Your Brand Image Can Be Inserted Into Your Email Design
There are many different ways that your business can create emails to match your brand image. Here is a quick checklist to ensure that you are getting your email design right.
- Colour – Colour is vital to your brand image. It doesn’t just look good, but it can also be a visual clue as to the personality of the brand (i.e. blue represents confidence and intelligence).
- Logo – Customers will expect your logo or another familiar brand image to be inserted somewhere in your email.
- Wording – How you speak to your customers and prospects is very important. Different organisations will have their own ways of conversing with customers or you might have defined terminology for your products/services.
- Message – The message that you are sending to your prospects is crucial. Some brands will only send certain messages (like educational, sales, related products to previous purchases).
- Social Media – your social media profiles are a good way to communicate your branding.
- Layout – Customers will expect to see your emails looking a certain way. This could be a mirror of what your website looks like, or be unique to your emails; either way, it should be consistent.
Your business’ brand image is very important. It’s even more important when you are sending emails as it reassures your audience that your message is legitimate and helps to build the expectations of your brand.
How do you build your brand through emails? How effective is it?
Let us know in the comments below.
Email subscribers are an important asset to your marketing and sales team. They are the ones that are likely to purchase products and expand the reach of your brand. However, the effectiveness of your email marketing campaigns can be greatly reduced if you don’t have the right welcome email. This email, the first they receive, should have a lot of information contained within it, yet still be concise.
There are numerous benefits to having a proper welcome email for your subscription list. It can reduce unsubscribe rates, encourage higher interaction rates and the chance to reduce the time to sale. So what should you include in your welcome email? Here are a few suggestions:
Why They Are Receiving This Email
Sometimes, your subscribers won’t remember that they signed-up for your email list. This can make it awkward when you send your first email to them, and they then unsubscribe citing spam or that they hadn’t subscribed. Instead, by reminding them that they gave permission to receive your commercial email, you are reducing that risk.
A Thank You
A good first impression is not just important; it is essential. The right impression will help you generate a strong bond with your audience and encourage them to see you in a positive light. By saying thank you, you show that you are courteous and have manners.
Demonstrate Your Importance
People want to know why they should be reading your content. Therefore, give them some examples of why your content is important. There are several ways that you can achieve this:
- Direct them to previous campaigns containing useful information.
- Demonstrate the benefits of your products/services.
- Demonstrate content on your blog that might be useful.
- Include testimonials from others.
Set Email Expectations
Email expectations are an often forgotten but necessary element for retaining the trust of your audience. If you can demonstrate that you won’t just randomly email them whenever there is an offer but will only email them a specific number of times, then you can be sure they’ll stick around for longer. Of course, you have to keep that promise and not forget the level that you first set.
Ask For Feedback
Another key component of your welcome email should be asking for feedback. This can be taken in many different ways, either by the audience directly replying to you, or by setting up a survey online and taking the results from there. This opportunity can generate useful information, like where the subscriber found out about your brand, what content they would like to read and more personal details that can help segment them.
Website And Social Media Links
Don’t forget to place links to your website and social media profiles onto the email itself. This helps to build up a following over a wider set of communication channels and convert the prospect into a brand advocate.
Remember to keep all the necessary, and legal information within your welcome message. This includes how the subscriber can opt-out of your mailing list, which should be an easy and quick (immediate) process, like clicking through on a link.
Reward Your Subscribers
The subscriber is an important asset to your company, show this by offering the new prospect a reward for subscribing. This could be a discount, free download or a humorous video that is visible only to subscribers.
Your subscription welcome email is a valuable marketing tool for your business. It helps to please prospects that you might not have met and can help to keep them engaged with your brand and more receptive to your marketing messages. By using the tips above, you can generate a highly engaging welcome message to entice audiences to consider your products or services.
How do you keep email subscribers? Do you send a welcome email?
Let us know in the comments below.
Your email marketing list should not look the same after a year. Old contacts will unsubscribe, others will become dead, and some will need to be removed to keep your list clean. The problem is, if you constantly have people exit your list, there will be a time when it will become very sparse.
To combat diminishing list numbers, you need to consider how to attract more subscribers to your list. Your task would be smoother if you made it easier for your potential subscribers as this will decrease abandonment. So how can you make it easier to subscribe to your mailing list?
1. Place A Sign Up Box On Your Facebook Page
Facebook Fan pages can be used as a portal to your list subscription. Many apps can be installed or used on Facebook that directly link to email marketing software. All a new subscriber has to do, is click on the button and enter in their details.
By placing the subscription link on social media, you have the opportunity to really entice audiences by building trust through social media content, making it easier to fully convert them in the long run.
2. Pop-up Subscription Boxes On The Website
Who wants to have the trouble of finding the signup box on your website? After reading your blog, whitepaper or about us page, a visitor will want to sign up for your mailing list or leave – whichever is easier for them and often, just leaving is easier.
So why not place a popup on your website that displays when the visitor is about to leave the site? This popup will prompt the visitor to subscribe to your email list and fill in the required fields there and then. This can then populate your list.
Ensure you are tailoring your popup box to match your brand image, so it integrates seamlessly with your website.
3. Run A Giveaway
This is one of the most widely used tactics for collecting email addresses. A giveaway is fairly useful. Not only does it provide the prospect with something tangible for their details, but it can also help you segment the incoming emails into what interests them. For instance, if they’ve downloaded the children’s toys catalogue, you know that you should be sending them emails about children toys and not living room furniture.
Giveaways can also be an excellent way to gain more exposure for your brand. You could have a raffle and offer a limited number of prizes. By using gamification techniques, you can attract subscribers to your mailing list by asking them to share details about the raffle in exchange for an extra ticket for themselves.
4. Top Or Side Bar
Don’t hide your signup box. Make it stand out on your homepage so that visitors are drawn to it. The best location for the signup box would be in the top left corner as this is where the eye is naturally drawn to and has the greater reader engagement. However, this is a prime location, and therefore, you might need that for another piece of content.
If that is the case, place the signup element in the menu bar at the top or in the sidebar, close to the top of the page. If it is above the fold, then more people will see the subscription tool and use it.
Your email list will lose some subscribers over time, so it is important to replenish them with new subscribers. It should be easy for the target audience to see the signup for your mailing list and take action. Otherwise, list growth will be slow or even negative.
Where do you have your signup forms? Do you use social media sign up forms?
Let us know in the comments below.
Email marketing is all about getting the attention of your audience. The first part of your message anyone will see is the subject line, and getting that right is paramount. Many articles give advice on the words you need to use in your subject line, but they often fail to mention the length.
Having all the power words within your content may do you no good if you have a subject line that is too long to read. So what is best: short or long subject lines?
Not All Data Suggests The Same
The biggest problem with determining the ideal subject line length, is that not all the data is the same. It is all dependent on what campaigns are measured and the audience who received those campaigns.
For instance, those sending messages to the B2B sector will find that messages with subject lines of between six and ten words will get more open rates, but click through rates aren’t great. When there are more than 130 characters, the open rates drop significantly but the click through rates increase substantially. Finally, anything over 16 words sees a significant return on both clicks and opens.
The president of ShowMeLeads has claimed that she has found a definitive answer for the length of an email. Research that analysed 260 million emails from 540 campaigns has led her to believe that there is a very specific word count that businesses should aim for.
According to the research:
- Subject lines with between six and ten words generated a 21% open rate.
- Subject lines with fewer than five words were opened on average 16% of the time.
- More than half of emails had between 11 and 15 words in the subject line and generated a 14% open rate.
Marketing Sherpa conducted research to find out whether or not longer subject lines were better than shorter messages. They looked at 9,313,885 emails for their research. Their results were different than those of ShowMeLeads.
Their results were as follows:
- The most popular length for subject lines was between 41 and 50 characters, yet it performed the first worst for open rates.
- Only 6% of emails had a subject line of between 61 and 70 characters, but these had the best open rates (17%).
- Email messages with between 51 and 60, or 91 and 100 characters performed the second best achieving 15% open rates.
Finally, Return Path studied over 2 million emails to evaluate the correlation between subject line length and open rate. Their research also looked at the Pearson’s Correlation value, which suggested that there was no correlation between the length of the subject line and open rate.
However, they still advise keeping an eye on your subject line length. Their research demonstrated that:
- 25% of subject lines were between 41 and 50 characters.
- Open rates were greater when subject lines were between 61 and 70 characters.
- Only when there were more than 100 characters in a subject line did the open rate drop (down to 9%).
Desktop Versus Mobile
One of the important considerations is the device that your email is being read on. Desktop inboxes display approximately 60 characters whereas mobile devices show between 25 or 30 characters. Therefore, if your audience is mainly on mobile devices, then you need to shorten your subject lines, so the call to action or important message is at the beginning.
Email subject length might be an important factor in the success of your campaigns, but there is little evidence to suggest that a longer or shorter one will have a major impact. It might be all too dependent on your primary audience. Therefore, you should consider A/B testing your emails when deciding what works best for your audience.
What subject line length do you use? Have you ever tested it?
Let us know in the comments below.
Colour is critical when it comes to the success of your marketing and branding. Email can be particularly affected by colour and you can see the results in click-throughs and conversions. So why is colour so important and how can you improve your results by using it in your marketing?
What Impact Does Colour Have On The Reader?
Colour has long been associated with emotions. Different emotions and meanings are evoked depending on the primary colours used. Four main colours are used to illicit emotions from an audience: red, blue, yellow and green.
Each colour will have a different meaning for your audience and to make matters more complicated when choosing colours within your marketing, each colour has both positive and negative emotions, which can make it difficult to choose.
To understand how to use colour, you must first know what each colour means. So here is a quick guide:
Red is seen as a physical colour and is often used for warning signs and danger. However, it can also be used for strength, warmth, energy, stimulation and excitement. Of the negative side of the colour, people can perceive aggression, strain and defiance.
Red can seem closer than it is, which is why it often grabs the attention of the audience earlier than other colours. At the same time, readers respond physically to the colour with a quickening pulse rate and the perception that time is passing faster than it is.
Because it evokes the fight or flight survival instinct within humans, it often doesn’t have the subtlety of other colours and sometimes can have an adverse impact on your marketing. It all depends on whether you want quick actions and to demonstrate power, or if you want to be more calm and relaxed.
Blue is the colour of intelligence. Often when viewed, the colour communicates intellect, communication, trust, efficiency, serenity duty, logic, coolness, reflection and calm. However, it is not always positive. Blue is often associated with a lack of emotion, unfriendliness, aloofness and cold.
Unlike red there is no physical reaction to the colour but rather a change in our mental state. Blue is often used in relaxing areas as it seems to calm the mind. However, it does depend on the shade of blue. Stronger blues will stimulate clear thoughts, while lighter, softer blues will calm the audience and help with their concentration.
Interestingly, despite being perceived across the world as being cold and unfriendly, blue is most often chosen as a favourite colour.
If you want to be emotional, yellow is the colour to choose. It is often seen to reflect optimism, confidence, emotional strength and creativity. On the flipside, it can also evoke fear, irrationality, emotional fragility, depression and anxiety. So it has to be used very carefully.
Yellow is very stimulating, so it will have a greater effect on the audience’s mood compared to blue or red. But you have to ensure that you have the right shade as some shades will lift spirits, provide confidence and optimism while others will reduce the audience’s self-esteem and lead to fear and anxiety.
Green is all about being balanced and nature. Those who display green in their marketing are not surprisingly connected to rest, restoration, the environment and peace. It can also be reassuring to the audience.
However, green also has negative aspects. It can be seen as bland, boring and stagnant – which makes it a poor choice for those who want to be seen as the next big thing.
When the eye sees green, it doesn’t react as it would with the other colours. Therefore, we often see this as a relaxing and restful colour. Being at the centre of the colour spectrum, we also see green as a balance.
When using the right colours within your marketing, you can evoke the emotions that you want to generate the right reaction. Whether you wish to develop a trusting relationship with your audience or get them to take quick action, you need to know what the right colour for your email is as well as the right text.
What colours do you use in your email copy? Does it get you the results you want?
Let us know in the comments below.