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Email Marketing News

Are you email marketing campaigns going to shine this year?

29/1/2015

 
PictureThis article appeared in the QHA Review
Email marketing is one of the most powerful and effective forms of marketing used today and it is going nowhere. It is quick to deploy, offers immediate highly measurable results, enables advanced segmentation and personalisation and delivers a high return on investment.

A good email marketing program helps tie together your hotel’s entire buying cycle, from marketing and sales to customer service, connecting the guest with your hotel at all levels. You can easily process reservation transactions and handle customer service inquiries and feedback via email. Through the cycle, you can gather valuable information about your guests that can help you target sales strategies, refine your email database, identify market trends and uncover opportunities for new products and services.

A bad email marketing program is a one way communication piece where you are just stuffing “one size fits all” offers and deals into receivers inboxes.  Your list will fatigue quickly and your emails become less relevant.  It also means your churn rate is high as you need to constantly chase large numbers of new contacts to replace the ones that have become non-responsive on your database.

Our Top Tips for Email Success:

  1. Never ever stop building and refining your email database 
  2. Establish objectives of each campaign before you start
  3. Build a message that is relevant to the recipients interests
  4. Get to the point … quickly! You only have a few seconds
  5. Target specific demographics within your database
  6. Move away from one size fits all communication
  7. Make sure your email designs look great on mobile devices
  8. Test, test and re-test. Never stop refining your campaigns.
  9. Determine your best time to send. Not all businesses are the same
  10. Pay much more attention to the senders name and subject line.
  11. Don’t hide your call to action. Make it obvious what you want people to do.  If it’s a button make it a BIG button.  If it’s a link to click on make sure it’s underlined.

To achieve the maximum results from your email marketing program requires experience, expertise and advanced technology as well as some time to get it right.  Amazing results are there for companies that spend the time.

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How to avoid Gmail clipping your email marketing campaigns

28/1/2015

 
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Did you know that Gmail desktop clips HTML emails that have a message size larger than 102kb?  It hides the full content behind a View entire message link (below). While this in itself of course isn't good news, it gets worse because it can also hurt your email reputation.
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Why are emails being clipped in Gmail bad for you and what you can do to fix this issue?

Possible Spam Complaints

Unsubscribe links usually sit at the bottom of your email so if your email has been clipped subscribers can't see this.  So what are they likely to do?  Just click on the mark this as SPAM button.  Ouch!  This situation could also damage your email reputation and deliverability.

Two step reading ... ughhh!

For people to be able to read your entire email they have to click the View entire message link to open up a new window to see the entire email.  How many busy people do you think will do this?  It's more likely they will just hit the delete button.

How to fix the issue. Minimise HTML

Gmail clips emails that are 102 KB or larger. This only includes the underlying HTML file, not images that are loaded from an external location.

So to prevent Gmail from cutting off part of your email, all you need to do is make your HTML document as light as possible.
  • Remove all comments from your HTML code. A comment like
    <!-- News overview starts here --> is of course super handy for creating emails in HTML, but takes up unnecessary space in recipients' inboxes.

  • The same goes for tabs, double spaces and white spaces in your HTML code. Eliminate them from your email document before deployment.

Online tools

Minimising HTML documents by hand is very time consuming to say the least. Fortunately, there are many online tools available that can do this for you automatically. Some examples:

Text Fixer
HTML minifier
HTML compressor
Mini Web Tool

Emails larger than 102kb

If for whatever reason you're not able to minimise your HTML file below 102kb, then at least take the following steps:
  • Put a clearly visible link to the web version of your email in the top of your email document. Because you host this version yourself, Gmail has no influence on the way it's displayed.
  • Include an opt-out link at the top of your emails. This way you'll minimise the chance that the recipient will report your message as spam when they're not able to find an unsubscribe link.
  • Use a list unsubscribe header. This'll allow you to include an extra opt-out button at the top of your emails, reducing the number of spam complaints.
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Photos used under Creative Commons from citirecruitment, Johan Larsson, Atos International, topgold, RaHuL Rodriguez, xJason.Rogersx