How does an Email Marketer cut through inbox clutter?
Email marketing has had so much success that we are now starting to see more restrictions on deliverability and lists are becoming less responsive due to the increasing amount of competition. To further this issue, consumers are less tolerable with their inbox messages – clicking spam – even if they have opt-ed into receiving that message. If your e-mail made it past automated spam filters to the inbox, there is a real danger that, if it’s not relevant, it won’t get opened and acted upon.
The key to cutting through the clutter is creating a brand that is associated in the consumers mind as a trustworthy sender. This goes for all communication whether it is from Walmart themselves or list managers who are trying to monetize their data by sending third party offers.
The key to establishing this branding is to strike quick. As soon as they register to receive future communication, you need to contact them and establish that relationship. This should be done by sending an additional follow-up email that provides them with relevant information such as offers you promised them, frequency of offers, as well as introducing the branding and feel of your emails.
Some questions you should ask when sending these first emails are:
- Does my list understand why I will send them a message?
- Does my brand logo sit where it can be easily seen and add trust and strength to my offering?
- How would my customer prefer to be contacted: HTML or text, and how often?
In addition to answering those questions, we should also make sure we include:
- Full contact details in the email’s footer
- A recognizable sender appears in the from and/or subject line
- A section to encourage and respond to feedback and contact the list owner
- A design that matches brand expectations
Once this first branded email is created it should be carried through all further communication. Use taglines, altered logos, and specific color arrangements to create a feel that enhances the perception of your brand. Include other information such as when and where they signed up to show the quality and integrity of your communication.
By creating a branded list from the beginning you will not only have a more responsive list but you will also have a list with more deliverability. Introducing your brand at the on-set of the sign up will create a higher sender reputation due to the lower amount of user complaints, spam clicks, and higher open rate due to the consumer familiarity with your brand.
A mailing list is only a good marketing tool if your prospects are receiving your email messages, and opening those messages. Everyday our email is likely to be flooded with offers, from actual debt help and weight loss offers, to fake Rolex’s and other spam messages- so it is important to brand yourself for better deliverability and more responsiveness.
- One must remember that your first impression could be your last impression.
- It takes years to build a large email list and image, and only a few click’s to destroy it.
- If you treat your brand as an industry leader with clear communication and integrity, then you will be rewarded with a strong and willing consumer base.
