Marketers have been urged to make sure any email communications with customers and clients have a clear purpose behind them.
According to Tony Delmercado, COO at Hawke Media, brands shouldn’t send emails “just because.”
Indeed, he said many marketers considerably overestimate how much their customers want to hear from them.
As a result, people might unsubscribe from mailing lists if emails don’t appear to offer any practical or useful information.
Mr Delmercado insisted emails should not be “boring and spammy” and should instead “grab attention and call readers to action.”
“Customers appreciate it when every piece of your campaign is meaningful, and they’ll show their gratitude by purchasing,” he observed.
Mr Delmercado went on to note that while many digital marketing trends and techniques have come and gone over the years, email is continuing to “prove its staying power.”
He therefore argued there are considerable benefits if email can be effectively integrated with other marketing tactics.
Nevertheless, he stressed that while every email must be relevant and meaningful, they must not contain too much information.
“If emails aren’t easy to understand and short enough to hold attention, overwhelmed readers won’t sift through them – and your call to action could get lost in the copy,” Mr Delmercado commented.
Brands were advised that if they have a lot of information to share, it should be broken down into component parts and sent individually as part of a drip campaign.
Mr Delmercado also advised that if this is not possible, embedded links could be included in the emails to allow readers to click through to the information and read it at their own pace.
He added that brands should avoid using blatantly pushy sales language, as people “know click bait when they see it.”