Gadgets are filled with blatant digital garbage – social networks with obsessive interaction with brands, advertising messages in emails and applications that aggressively promote advertising.
How in this situation to find yourself in the trend and break through the swirling flow of spam information, to bring important data to users who are really interested and potentially interested in receiving commercial information? You can read tips on how to warm up your e-mail and make it as accessible and useful for the recipient as possible in a collection of current expert tips at https://reply.io/warm-up-email/. New trends in email marketing also give a hint about the effectiveness and appeal of subscriptions to customers – get rid of everything superfluous and not so important. It’s better to focus on meaning than a stream of information that has dubious value to the recipient. Let’s tell in more detail what this means and how to apply it in practice.
Forget about PDF brochures and attached archives!
Not so long ago, it was a rule of etiquette to accompany a marketing letter with an elegantly designed prospectus about the company’s work, presented in PDF extension or in a picture-banner. All that was attached directly to the letter. And some of them even considered it their duty to attach an archive with detailed price lists, instructions, and a lot of other information to the letter. None of this works now.
Unless your email recipients are gourmands and they’re used to this format of communication. But these may be only exclusive and very individual solutions for a narrow line of business, for example, to produce cut diamonds of a certain size only for a certain country.
If the target of the business is a wide segment, then it is necessary to strive for brevity and lightness of the message being communicated.
Three rules for effective attachment content in the mailing list
If there is a desire to expand the circle of potential and real subscribers, three simple rules should be followed:
- do not include all heavy and unnecessary attachments, especially if they are not presented as open data and need to be unzipped;
- the best option is not to use the file attachment option in the newsletter, unless you are sending information to a specific user at his request – sending an invoice, price list or prospectus;
- when creating a newsletter use simple design methods that minimize the total weight of the letter and reduce its volume to a few kilobytes of information and visual design, translate video, photos, large text files into links to the site, the source of digital information that can be stored separately.
Special services will help to organize mailing with filters and standard requests according to a predefined algorithm, since manually processing thousands of requests and emails is not realistic even for a marketing department staff of several people. Services such as Reply.io can do a lot of mechanical but important work on forming actual recipient lists, responding to messages, and sending template-based mailing to all subscribers of relevant messages.