Keep your emails out of customers’ junk folders

This is a question we are often asked by clients. For millions of companies, their regular emails fail to make a mark because they are deleted ignored or relegated to the junk pile. So how do you make sure that your emails are read when you send them out?

Here are some simple questions and the answers to help you.

How often should I send emails? The answer to this question is entirely dependent upon your business and what you are selling. For example, if you are a tourism business selling holidays abroad, a weekly or bi-monthly email sharing the latest deals is enough. If you are a fashion retailer it will be around once per week. Businesses selling fresh produce or daily services can email more often.  Here are some current examples to illustrate this point:

• Supermarkets3 – 4 per week
• Amazon 2 -5 per month
• Shoe retailers 1 per week
• Coffee shop 3 per week
• Restaurant 2 per week

The important thing to remember is that you start gradually, and only build up to several per week if you are getting the responses.

What should I put in my emails? Getting the content of your email right is vital. It must be different every time, and it should look different, even if it is still designed with the brand in mind. People do not want to see the same email over and over. You should only send emails if you have real information, news or updates to give your customers. Otherwise, don’t do it.

Who should I send emails to? Your customers, they are the people who will have signed up for your emails and who have given you permission to send them. Unsolicited emails will generally be sent straight to the junk folder and never be read. Unsolicited email marketing has an extremely low return rate and the email address lists that can be purchased are not always trustworthy sources of user data. Don’t risk it. Instead, take the time and make the effort to build up your own database of email contacts.