- Do not rely on no-reply email addresses
Back in the day, when email marketing was still in its infancy, people didn’t have the option to send out automated emails. And as such, we didn’t have a no-reply email function.
But in recent years, marketers have gotten more creative and wanted to automate more aspects of their email marketing. No-reply email addresses were born. But did you know what no-reply email addresses could actually hurt your business?
It is because no-reply email addresses do not and cannot receive customer replies and this only increases the chances of your emails getting sent straight to the spam folder instead.
Some email service providers make it a rule that when an email recipient never interacts with an email, not even once, they immediately send future emails from that address to the spam folder.
An article featured in Mailtrap reveals that despite not being intended for spam dissemination, no-reply addresses frequently become the focus of spam filters. This results in their inability to establish one-sided communication with users or customers. In simpler terms, any messages originating from these addresses invariably find themselves relegated to the spam folder, diminishing their efficacy in reaching recipients’ primary inboxes.
As you can see, relying on a no-reply email address can only backfire.
- Be personal, be human, and be real
After knowing that it is best to actually use a real email, also one dedicated to professional email marketing, it is time to consider creating engaging stories that keep your readers reading.
Yes, you are a law firm and you are a business entity, but also realise that your line of business deals with people and their difficult problems.
Be human in your approach and show your subscribers that your law firm consists of real humans who give a damn what they have to deal with.
Show a little story about the backgrounds of your associates and what they can bring to the table.
Be personal in your approach, be human, be considerate and understanding, but most of all, remember to maintain an air of high-level professionalism. After all, your business is also a highly serious business that just deals with many complicated issues.
- Format your emails so they are easy to skim
Since emails from your kind of business require a high degree of professionalism, you want to make your email newsletters appear sleek and easy to read.
This is very important. It’s not like you can actually get creative and show off cute pink aesthetics. People would doubt your credibility, right?
So, when thinking about design, go for something sleek, ultra-modern, and bold colours not combining more than three colours, and make sure the letters are all easy to read.
Titles and headers can be bold and should utilise solid sans-serif fonts. Meanwhile, content would be best if it is written in serif fonts for easy skimming.
Remember that most people open their emails on their smartphones and they tend to skim email content while on the go. You don’t want to be redundant nor do you want to send out an entire article in your email newsletter.
- Do not spam
Although it is understandable that you want to keep in touch with your subscribers all the time, it is actually not a good idea to keep sending them emails every day. Hey, do not spam!
This is not the early 2000s; you are not the only business entity that sends out email newsletters, okay?
Nowadays, most people are subscribed to a ton of other businesses, brands, products and services that are also on the email marketing bandwagon.
With all of that said, when you want to send out an email newsletter, make sure it is intentional. Your emails need to have meaning and weight.
Nutshell CRM Blog reports that frequent marketing emails can often be perceived as spam due to the inundation of recipients’ inboxes. When companies excessively send unsolicited promotional content, it can lead to annoyance and a negative perception of the brand. Recipients might consider such emails invasive and irrelevant, eroding trust and engagement.
So, do send out emails reasonably within a time period that isn’t too cramped. If you spam, you could get blocked or your subscribers might just easily unsubscribe from you because you are annoying them.
Getting marked as spam is actually the worst that could happen.
- Keep your emails brief and to the point
So, now you already have a grasp on how your readers behave. In our modern world today, everything is mobile and around 70% of email subscribers open their emails on their smartphones.
With all of that said, you want to make sure that the emails you send get the points across in an effective way. You want to send out emails that are clear and concise enough without sacrificing meaning and quality.
With that, it’s important that your emails are clear. Words should be clear and strong. Sentences should be brief. Points need to get across within a short period of reading.
HubSpot’s research indicates that emails containing 50 words or fewer boast a 58% open rate, while those with 125 words or fewer maintain a 45% open rate. This trend emerges because individuals tend to gravitate towards emails that are concise and effortlessly scannable. Strive to avoid overwhelming a single email with excessive information. Instead, concentrate on a solitary subject to ensure message clarity and enhance engagement.
When you manage to do this, your emails will have a more lasting impact and your readers will remember the points and message of your emails. When it comes to an effective method of email marketing, less is actually always more.
