How many emails go right from your inbox into the trash? If you’re like most people, probably quite a few. With messages coming at us from all directions — monitors, smart phones, TVs, tablets — undivided attention is becoming a limited commodity. Consider the fact that the average human attention span is eight seconds. This shift in focus might make emails easier to dismiss, but marketing pros can harness their skills and use this knowledge to create even more effective connections with customers.
When planning an email marketing campaign or drafting a message, consider these best practices:
1. Pay attention to the data.
Your email lists are the heart of any email marketing campaign. By regularly building and updating your lists of addresses, you can ensure your database is up-to-date and your message is reaching the right audience. With more valid addresses come more relevant metrics, and high email delivery rates lead to better recognition (less likely labeled as spam) from Internet service providers. Work to identify dormant addresses and clean out what you no longer need. Email validation services AccuValid or FreshAddress are helpful resources.
2. Gain permission to engage.
Have you ever received emails that you didn’t sign up for? This type of email marketing is poor practice and shows why you need permission to engage. An estimated 70 percent of consumers feel very strongly that marketers should obtain explicit permission to include them in an email list, according to RegReady. Whenever possible, build your list organically and use double opt-in for a more legitimate list. Remember that mass email sign-ups don’t yield results; relevant lists do.