In a world where technology has changed in leaps and bounds over a few short decades, keeping up with email marketing best practices is not always simple. Sending emails is a solid marketing technique that gives us insight into our buyers and links their needs and wants through the written word. While sending off a group email blast is simple, there are best practices to make a targeted marketing email campaign successful.
It’s important to understand how to do email marketing effectively. For example, knowing the best time to send an email campaign, including a subject line that is eye-catching, understanding email design best practices, and using a solid email marketing tool are all beneficial. There are lots of pros who have been down the road of email marketing and have good advice to offer. Learning email marketing best practices from the experts and adding in your own experience helps you create a successful email campaign with positive returns.
Email Marketing Tips and Best Practices From the Experts
Kevin understands what we have always been told: first impressions are important. While the body and design of an email are important, we often neglect the “From” and “Subject” lines even though those are the first things the person receiving the email sees. As with many marketing tactics, communication and trust are important when it comes to sales. If people trust you then they’re more likely to read your full email. Let the reader know it’s from you and make sure the subject line matches the content—no only likes clickbait and will loose trust in you. Only add people to your email list who have given permission to build trust. Give them the option to unsubscribe, too. Hiding an unsubscribe button won’t do you any favors.
Hannah highlights the importance of cleaning your mailing list regularly. People may sign up to your mailing list but are actually not interested in your content or what you’re selling. By conducting re-engagement campaigns and win back campaigns, you can actively clean your list by removing subscribers from your list who do not open and click on any of your campaigns. These campaigns are usually automations and have a poor open rate—which is expected as these subscribers are inactive. A great tip for these campaigns would be to include a gift which will encourage subscribers to click and become more engaged.
Henneke is a pro when it comes to marketing. Her suggestions around email are solid and helpful. Her belief that unsubscribes can be a good thing helps someone new to email campaigns understand that unsubscribes are not the end of the world. They’re not personal and certainly shouldn’t be taken to heart. There is no way to please everyone and as your numbers grow, there will be people who want to opt-out. Henneke’s suggestion to stay focused and not try to please everyone is great practice. Your message stays true and those who are seriously interested will remain so.
Ian points out the basic facts that we often miss in email marketing campaigns. It doesn’t matter how good the email is or how trustworthy you are perceived to be, if it doesn’t get into your target’s inbox, your email is useless. As technology progresses and algorithms tighten the grip on what’s allowed in an inbox, make sure that your emails aren’t being flagged as spam. Don’t use spam traps or dead addresses. Try warm up your email address first—send around blank campaigns to your team and get them to respond to you. Then engage with those who are actually reading and responding to your emails.
Social media has jumped to the front of the line when it comes to marketing. Dennis is clear that every email blast you send should be written just as you would a social media post. He feels this is critical as almost 80% of emails are read on a mobile phone. People scroll quickly and you need to catch their attention. Headlines are critical. Keep text and paragraphs short with content that will teach, inspire, and entertain.
Ivana steps into the email market with a practical approach. Rather than just jumping on the email bandwagon, she suggests first deciding how email marketing fits into your overall marketing strategy. Email can be used to offer your customers content that will eventually lead to a call to action. Know who you are selling to and their preferred form of communication along with what you are selling or promoting. Ivana understands email may not be part of everyone’s marketing campaign but if it links well with your bigger picture, it may be hugely beneficial.
Email is no different than other marketing tactics. Adam points out that you need to know your audience to deliver value to serve them better. Make sure your customers know what they are signing up for and be clear about how they can unsubscribe. Being transparent is important in building trust. You can also use tools to improve deliverability including verification tools.
This advice is just the tip of the iceberg when it comes to email marketing best practices. There are also quick tips for email, such as knowing that 10 am or 8 pm until midnight is the best time to send email blast. Avoid sending emails during the inbox purge times by sending your specifically emails between 8:30AM-10AM, 2:30PM-3:30PM or 8PM to midnight.
Also, there is no best email marketing tool but a plethora of programs that can be adapted to suit your needs. There is no end to the suggestions of how to have the best email marketing campaign you can. Email is just one tool in the ecomm market that can support sales and improve conversion rates.
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Email is one of the oldest tricks of the trade but using it properly means you can take full advantage of the marketing edge it offers.
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