Effective Email Marketing and Best Practices
Email marketing has been around as long as email. Many business owners think it sounds old and dated, particularly when you compare it to other forms of digital marketing, like social media advertising or PPC. However, email marketing has one of the highest ROIs out of any digital marketing method – around 3800%, to be exact!
Email marketing should always be included in any digital marketing plan. With a few easy-to-follow tips, you too can see this fantastic ROI and other benefits of email marketing.
Find your Audience
Just like any digital marketing campaign, you first need to determine your audience. But you can’t do that without email addresses. You need to build your subscriber list so you have an audience to contact. You can do this a few different ways. Keeping a signup bar at the top of the pages on your website for people to input their email addresses is a great way to grow your audience. You can also use various social media marketing features that allow users to give you their email address. This requires a bit of creativity to motivate people to sign up – a contest, a giveaway, anything to pique their interest.
Once you have email addresses, you can segment the audience so that different groups of people receive slightly different content. If there are some users who signed up because of a contest, send them emails relating to the contest material. If people signed up after making a purchase, send them relevant information about that purchase. By segmenting your audience, you’ll be able to appeal to everyone’s expectations.
Any way you choose to collect email address and contact people, make sure you have their permission to send emails.
How to Write a Good Subject Line and Great Content
The first thing your recipient will see is the subject, so how to write a good subject line is key. It has to be catchy and engaging. Research has shown that short subject lines usually have a better open-rate than longer ones, so it’s best to keep the subject line under 50 characters. You can get creative – tell a joke, use emojis, ask a question – just make sure you don’t write entirely in capital letters or your email can seem loud and spammy.
Make sure to keep email content short. There doesn’t have to be a lot of text to get your point across. Images are great for improving the user experience, however, keep in mind that most mobile devices don’t automatically show images when opening emails. Make sure to keep any important text off the images so that the reader can see all the important information without having to open the images.
Tailored content is the best way to improve your CTR and conversions through email marketing. This used to be as simple as using a tool to put the recipient’s first name in the email. Like mentioned previously, tailoring content of the email to specific audiences is also key. Showing people articles or promotions similar to other things they’ve enjoyed, putting together packages of products they’ve purchased – these are great ways to show your audience that you can meet their needs.
Email marketing requires you to be friendly in a few different ways.
First, you need to ensure your emails are mobile-friendly. Over 50% of emails are opened on mobile devices, so if your reader can’t access it or clearly read it, they won’t be interested and will quickly delete you or mark you as spam.
You can also be friendly with your audience in how you communicate with them. Don’t send too many emails and overwhelm your users or they’ll just unsubscribe. That being said, if a user does want to unsubscribe from your email list, they should be able to do so easily. Always include an “unsubscribe” button in your emails. If someone wants to unsubscribe and they can’t find a way to do it, they will likely mark you as spam and this can affect how email providers classify your messages. Being marked too many times as ‘spam’ does not mean you’re performing effective email marketing!
Testing and Email Tracking
Lastly, before sending out any emails, you want to test them to make sure they work across browsers, email providers, and mobile devices. After working so hard crafting the perfect email and layout, it would be a shame if your users couldn’t read the email properly.
You also want to ensure you track your data. Monitor the open rates and CTRs of emails so you can perfect the right audience, content, subject line, and time to send out emails. Performing marketing without measuring the results won’t give you room to improve. Email tracking allows you to capitalize on this amazing marketing method.
VivosWeb provides email marketing services for businesses of any size. We can help you manage your email lists, craft content, create graphics, and measure your success. Contact us today for effective email marketing!