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How to get your e-marketing right

How to get your e-marketing right

dotMailer’s new retail benchmark study, ‘Hitting the Mark’ has highlighted some serious errors being made by retailers in their e-mail marketing.

Here the email marketing solutions company offers tips on how markers can get their communications right.

1. Include good practice legal requirements

Following the Companies Regulations of 2006, marketers have adopted as best practice the requirement that every marketing email should now include the company registration number, country of registration and a registered office address.

2. The website landing page should be consistent with the look and feel of the email

An email marketing message acts as a vehicle to direct recipients to a website. However, too often either a wrong link is used or a website page no longer exists.

Many landing pages look different to the email itself and lack clear navigation that allow calls-to-action to be followed through to a measurable conversion.

3. Emails should render across popular email clients

Emails should display properly across the most common UK email clients. Designers need to be aware of the way certain inboxes render emails and test the message prior to sending.

4. Viral element or links should not be hidden

Around only 20% of emails sent contain a forward to a friend link or viral element. These should not hidden at the bottom of the email out of sight

5. Design should be appropriate to email or specific campaign

Around only 30% of retail e-mails sent invest in a campaign-specific design

6. Emails should show evidence of targeting

Retailers should ask for information about interests during signup. Targeting is crucial to ensuring that the right message is sent to the right person at the right time.

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