Email Marketing Do’s and Don’ts
Avoiding spam filters, figuring out the best times to send an email to your subscribers, implementing email segmentation… there’s a lot to learn about email marketing when you’re first starting out.
But, don’t worry. We’ve got you covered.
Email marketing is a medium that requires careful management. You can’t just expect the subscribers in your email list to become loyal fans of your business all by themselves. You have to put in a lot of work to build that relationship. That’s the main reason you created your email list in the first place: To connect with your customers.
Email marketing is all about building relationships with your customers and proving yourself worthy of their loyalty.
How can you achieve that goal? You can start by following these tips.
1. Learn The Basics
What good is an email list if you don’t have the proper knowledge to even format an email? Not to be rude, but if you want to build a more engaging email list, you need to show off professionalism through your emails.
No one will take you seriously if you write emails like this:
Learn to format your emails properly. Customize your email templates to fit your branding. And, above all else, learn to write like a professional.
Also, learn how to avoid spam filters. The words you use in your subject lines may cause email spam filters to assume your email campaigns as spam. Spammy words like 100% Free, Act Now!, Free Money, are sure to get your emails blocked by spam filters.
Replace those spam words with power words to make your subject lines more attractive and boost email open rate.
2. Develop High-Quality Lead Magnets
Just because you’re giving something away for free doesn’t mean it has to be cheap. Your lead magnets are the source of your lead generation process. It’s where the relationship between you and your subscriber begins.
Develop useful and high-quality lead magnets to make a strong first impression to your subscribers. Show people how much you value their email by giving away things that they normally have to spend money on. Go beyond free ebooks and checklists.
For example, QuickSprout offers a free online marketing course worth $300 for their email subscribers. That kind of commitment shows subscribers what type of content they can expect from joining the email list.
3. Collect And Measure Your Data
Data is the best friend a marketer could ever have. Without gathering and measuring data related to your marketing strategies, your efforts to grow your business will go to waste. It’s the only way you can know for sure if your business is growing or not.
So start collecting data from the first day of your marketing campaign. Go to the root of your marketing strategy and start by measuring the content marketing ROI to see how your blog converts visitors into leads. And then you can measure your email campaigns to improve open rates and click-through rates.
Also, make friends with A/B split testing tools. Test everything from your opt-in forms on your blog to your email subject lines to find what works best for your audience.
4. Segment Your Email List
Email list segmentation is becoming one of the most important factors of creating an efficient email marketing strategy. This could very well determine whether or not your marketing efforts are going to be successful.
Email segments allow you to better target your email campaigns to send the emails to the right people. Whether it’s based on interests, location, special holidays, anniversary celebrations, or even sending a birthday wish, list segments will help you build a more successful marketing strategy.
5. Find The Right Time To Send Emails
Finding the best time to send an email to your subscribers can be tricky. Because you may have a list of subscribers from around the world. If you send an email at the wrong time, it might get mixed with rest of the emails and your subscribers may not even notice your email.
So, how do you make sure you send the emails at the right time for all your subscribers?
This is where your list segments come to help. If you’ve collected the location data of your subscribers, you can create a sending schedule for segments separately based on the location.
Or, you can use the tools provided by your email marketing service and let them find the best time for your email list. Email marketing services like Constant Contact have advanced technologies that help you figure this out.
6. Personalize Like A Friend
It doesn’t matter whether you’re representing a corporate brand, a small business, or even yourself, you should personalize emails to send them to individuals, not a group.
Emails are read individually so you need to personalize them in a way that helps you to create a connection with each individual. The best way to do that is by treating each and every one of your subscribers like your friend.
According to research, personalized emails improve click-through rates by 14% and boost conversions by 10%.
Just remember not to treat them like your best friend where you end up making bad jokes or write emails in slang terms. Keep things casual and friendly, like a new acquaintance you don’t want to lose.
Overall, these practices can help you develop a good email marketing strategy. But, if you care about making a true connection with your subscribers, find a way to offer value through your email campaigns.
If you’re only using your email list for sales and promotions, you will start to lose your subscribers one by one.
Syed Balkhi is the founder of WPBeginner, the largest free WordPress resource site. With over 10 years of experience, he’s the leading WordPress expert in the industry. You can learn more about Syed and his portfolio of companies by following him on his social media networks.