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.
Check out 12ahead, our brand new platform
covering the latest in cutting-edge digital marketing and creative technology from around the globe.
12ahead identifies emerging trends and helps
you to understand how they can apply to modern-day companies.
We believe 12ahead can put you and your
business 12 months ahead of the competition. Sign up for a free trial today.