EDM marketing has become an indispensable way for businesses to conduct online marketing because of its advantages such as low cost, convenience, no regional restrictions, and fast dissemination. However, the increasing prevalence of spam has seriously affected the effectiveness of normal email marketing. In order to achieve the best results in EDM email marketing, the following points should be avoided as much as possible.
(1) The sender’s signature is too casual. It has been explained earlier that the sender’s signature affects the effectiveness of EDM marketing. When users browse emails, they will clearly see the sender’s name. If you want to do a good job in EDM marketing, you must generously reveal your identity, so as to give users a good impression. If the email you received hides the sender’s name or the sender’s signature is unprofessional.
(2) The subject is unclear. The sender’s name is followed by the subject of the email. The quality of the subject is also related to the effectiveness of EDM. When writing the email subject, you must pay attention to being concise and attractive so that users will be interested in clicking and reading when they see the title. For example, when That Ring Shop sent an email to customers notifying them of the opening of a new store, the subject line directly stated the purpose of the email, telling them “Our online store is now open, Come visit us.” (3) The email quality is not high. When users read your username and email subject line and click on the email to view it, they find that the email content is of poor quality. The marketing effect is probably negative. Email quality is an important guarantee for the effectiveness of EDM marketing. You can use mixed text and graphics in the email to enhance the visual effect, and add some links to the email to guide users to the official website for more information. (4) Emails are sent frequently. As a low-cost promotion method, businesses certainly hope to send as many emails as possible. However, emails are not like TV ads, which can enhance the promotional effect after repeated communication. Frequent emails will make users unhappy, even if the content of the email is very sophisticated. This is especially true when the recipient is not the target customer. (5) The content is an attachment. Many businesses use EDM to promote their products. Marketing likes to use attachments in order to present more comprehensive information to users. However, from the user’s perspective, downloading attachments is a very troublesome thing after all, and it is easy to be associated with email viruses. Therefore, many users will choose to delete emails directly when they receive unfamiliar emails with attachments. Moreover, emails with attachments are easily intercepted by mailboxes and directly filed into spam. All of these are very unfavorable to marketing.