12 Best Practices to Help You Get the Most out of Email Marketing
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Your company’s email marketing strategy plays a crucial role in helping you achieve your business goals. In fact, it can be one of the most effective ways to reach your target audience and drive conversions. However, successful email marketing campaigns are not as simple as sending out a series of emails.
Your target audience is likely bombarded with email messages on a daily basis, and it’s important to strike the right balance between volume and frequency so that your recipients won’t mark you as spam before reading your message. With these 12 helpful tips, you can get the most out of your email marketing strategy and see measurable results from your efforts. Read on to discover best practices for creating an effective email marketing plan— no matter what type of business you operate or size of budget you have available for this marketing channel.
Send only the most essential emails
Email marketing is a long-term strategy that requires a great deal of patience, but you don’t want to overdo it. Sending too many emails to your recipient list can be overwhelming and may even put some people off entirely.
You want to send only the most essential emails, such as announcements regarding important changes in your business, and leave out all the rest. Instead of trying to fit every single piece of information into one email, consider utilizing a drip marketing strategy. This approach can help you avoid overwhelming your recipients with too much volume or information.
Use a trigger-based email marketing strategy
If you send out the same emails to each person on your list, you’ll likely end up with some people unsubscribing from your emails, and others who have no idea why they’re receiving them in the first place. When choosing which emails to send, consider the type of people you’re trying to attract. Your ideal customers are likely receiving dozens of emails per day, and if you want to stand out, you need to be more thoughtful about what you send and when you send it. A trigger-based email marketing strategy can help you organize your email communications and determine which emails are most essential to send to each type of recipient.
Be transparent about your company’s practices and policies
While transparency is a great way to build trust with customers, it’s not always the first thing that comes to mind when you think about email marketing. However, if you want to build credibility with your recipients and avoid falling into the spam category, it’s critical that you be transparent about the frequency and content of the emails you send.
If you only send out a couple of emails per month, each one of those emails should be relevant and transparent. For example, if your business offers a 30-day money-back guarantee, be sure to let your customers know about your policy and how to redeem it. You don’t want people to feel spammed or ignored, so be sure to include a “from” name and “reply-to” address in every email you send.
Don’t just rely on email for acquisition and retention
Email marketing is a great strategy for acquiring new customers, but it’s not necessarily the best approach for retaining the customers you already have. If all you focus on is acquiring new customers, you’re likely to lose some of the ones you already have. If your existing customers don’t feel appreciated or valued, they may terminate their subscription or make their next purchase from a competitor. It’s important to include a retention strategy in your email marketing campaign, as well as regular sales or special offers for your customers.
Provide value with each email you send
Marketers are always looking for ways to stand out from the crowd, but unless you have something truly unique and valuable to offer, your emails will likely get lost in the shuffle. For example, if you operate a construction company and are currently in the process of building a new office, you could offer your subscribers a behind-the-scenes look at the progress you’ve made so far. Offer something of value to each person on your email list, and they’re more likely to engage with your content and view you as a trusted source of information.
Write compelling subject lines
Your subscribers are likely to delete emails with uninteresting or unappealing subject lines, so it’s important to write compelling headlines that invite readers to open and read your emails. Almost all email marketing platforms allow you to include a short headline or subject line when you submit your email for sending. Be sure to spend the time necessary to write a compelling headline that will compel your recipients to open your emails. Most importantly, your subject line should accurately reflect the content of your email and not mislead your readers.
Ensure your emails are responsive
The last thing you want is for your emails to put your readers to sleep. If your emails are difficult to read or don’t display properly on mobile devices and other devices, your subscribers are more likely to mistype the links or even mark your emails as spam. You can avoid these issues by making sure your emails are responsive and designed to work on any device. There are many ways to do this. For example, you can design your emails in HTML and CSS, which will allow you to customize fonts, colors, and more. You can also utilize tools such as Campaign Monitor and Mailchimp, which allow you to create responsive emails with ease.
Test different content and format options
There are hundreds of ways to segment and segment your email lists, and the best approach is likely different for each one. Once you’ve been sending emails for a few months, it’s a good idea to conduct a review of your email marketing campaign and determine which segments are receiving too much or too little volume. Keep in mind that when you select the “send” button, your current subscribers have the option to mark you as spam. In fact, you may already be receiving complaints from subscribers who are tired of receiving your emails on a daily basis. Once you have a better understanding of which segments need more or less volume, it’s time to test different content and format options for each segment.
Measure what’s working, and what isn’t
If you want to improve your email marketing strategy, you need to know what’s working and what isn’t. Although you may be receiving the highest number of opens and clicks in one segment, you won’t know if the conversion rate is high enough to be worth your time and effort if you don’t measure your results. It’s possible that one segment is receiving a high number of opens and clicks, but they aren’t converting at a high rate. In this case, you’ll want to focus your attention on the other segments and determine why they aren’t converting.
Once you’ve determined which segments have the highest number of opens and clicks, you can begin experimenting with different types of content to see which ones perform better. You can also experiment with different times and days of the week to send your emails to see when your customers are most likely to engage with your emails.
Your email marketing strategy is only as good as the last email that was opened.
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Now that you have an idea of what to do, let’s look at the down sides. What are the disadvantages of email marketing? Well, if you’re not careful, then your emails can easily become spam—something that nobody wants to receive. And if you don’t follow best practices, then your emails may come across as spammy, and people will mark your emails as spam. This can hurt your business; it can hurt your reputation. So, it’s definitely important to follow these best practices.
