Delivering Email Marketing Strategy Best Practices
Email is not dead as most marketers think – in fact, it can be used very efficiently if you know what you are doing. If you wonder why one should bother with email in this era of social media and mobile marketing, you might be amazed at these statistics:
Latest studies have revealed that there are more than 2.5 billion email users worldwide – which means more than 33% of the world population uses email to communicate.
That is why email is considered an invaluable tool to connect with your audience from a marketing standpoint. But email campaigning is a slightly tricky strategy that should be done correctly to gain the maximum advantages to your business. In fact, the current customer tends to be somewhat bored – even if the customer likes a product or service, he or she doesn’t want to have it shoved down the throat. That is why the use of ad blocking software has reached an all-time high in this day and age and why you need to be extremely cautious about how to implement your email advertising campaign. If you apply the right strategy, you can quickly generate impressive leads from advertising by email. That is where email marketing strategy best practices come in handy. But if you do it wrong, the chances are high that your email address will get blacklisted by a majority of potential customers. Here are some of the e-mail marketing strategy best practices to implement to increase the leads, sales, conversions, and profits of your business in the long run.
One of the most critical best practices is to start your email campaign with a clear goal in mind. If you want to generate more leads for your business, you should never plan an marketing campaign without a clear purpose in mind. Think about what you want to achieve before you send the first email to your potential customer base. Whether you are planning to create more leads for your business, generate more purchases from repeat clients, increase your brand awareness, or just join more people to your email newsletter, make sure you have a clear end goal in mind before sending the first email to your potential customers. This is one of the most critical aspects of email marketing strategies that will help improve the bottom line of your company in the long run.
Everyone hates spam – and it is illegal in most countries of the world. In fact, the United States passed the Can-Spam Act in 2003. Most of the other governments have similar legislation enacted to protect the user. That is why you need to avoid spam at any cost. Spamming is a sure-fire way of getting your email address blacklisted by a majority of your customers and, if you’re using a 3rd party provider to send your emails, they could suspend and stop both current and any future campaigns being deployed on their system. Your emails have to meet the following criteria to look professional in the eyes of your potential customers.
- Make sure you collect email addresses only from subscribers who have given their consent to receive your emails.
- Once a customer opts-in to your list, you should send another email asking them to opt-in again; sometimes referred to as a “double opt in”.
- Give your contact details in the email. Make sure you include several ways that the customer can contact you.
- Don’t send too many emails in a short time frame.
- Make it easy for the subscriber to unsubscribe from your list if he/she wishes to do so.
- Use an auto-responder.
Email campaigning is quite exhausting and time-consuming even for a small business owner. That is why it is important that you consider automating the entire process. Email automation software can work wonders in this regard. Here are some important points to consider when automating the email marketing process.
- Make sure to include a welcome email thanking the user for subscribing to your list.
- Include reminder emails for special events or sales.
- Post follow-up emails when a customer purchases a product or service.
- Include customer loyalty “thank you” emails in the software.
- Use a reputable provider.
- Do not be tempted to buy a list. The list may not be current, contain email addresses that are wrong and/or do not have the permission of those on it to receive emails. When emails are sent out, the provider will note the number that “bounce”, receive an unsubscribe request and maintain an internal score. Breach their limit and your campaigns could be stopped.
You don’t want your potential customer to be bored because of your emails. Your subject lines should be short and attention-grabbing even if you decide to automate the entire process. The email should have plenty of relevant, high-quality images and a minimum of sales content. The most important thing is to learn the art of writing a quality email. That is the best way to get the best ROI from your email marketing campaigns.
In conclusion, email marketing is not dead. In fact, it can still help to take your business to the next level if you know what you are doing. There are more than 2.5 billion email users in the world in this day and age.
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