Email is a huge part of modern communication. You use it for work, you receive newsletters, promotions, sign into social media, and even talk to your friends. Today, our inboxes are filled with email marketing from every single website we have ever logged into. While sometimes these emails feel like total spam and annoy us, there are come messages you take your time and read because they sound good, or look interesting.
What good email marketing will do for you is remarkable. You’ll be able to engage with your audience, promote your brand, increase product sales, get your affiliate marketing campaigns. You can do these through so many ways and the more creative you get, the better. If you want to know how to get your audience actually interested in what you send them periodically and learn some of the best email marketing tips. Then keep on reading.
But before we jump right into the dos and don’ts of email marketing, let’s talk about the strategy itself, how it works and how to adapt it to your needs.
What is email marketing?
Before getting to the best email marketing tips, you need to know what email marketing is and how does it work.
Email marketing is crucial for your digital marketing. If you are not doing digital marketing then you are either living in the 80s or terrible at what you do. People today consume all their information through the internet, and email marketing is a good way to make this information feel especially for them, even if it isn’t.
So, essentially, what is email marketing? In a few words, you can say it is a digital marketing strategy that works towards communicating with potential customers through the use of email services. However, email marketing involves so much more than that.
You have to include a strategy, methodology targeting, copies, monitoring, result measuring. Email marketing is NOT a newsletter.
A good email marketing campaign will engage a target audience into a product or service. It will help you increase sales and knowledge about your product or service. But in order to do this, you need as much knowledge about your audience as you would with any marketing campaign.
How to strategize with email marketing?
In order to create a good strategy and campaign, some of the best email marketing tips are to treat it like any other marketing campaign, but not quite. You need the minimal resources you would for any campaign and from there, you can begin.
The most important part of creating a strategy is to define a target audience. If you send an email about a new lipstick brand to 25-year-old males, chances are they won’t care too much. It also isn’t the same to campaign for already existing clients than for potential clients. It also isn’t the same to campaign for old customers who have been loyal to your brand for a while then it is for newbies. Know your audience and categorize it, this segmentation must be done in a way that is efficient. Have a database that can divide into several categories.
Once you have done this, establish the objectives of your campaign. You have to do this in order to know how it will be directed to the different groups. You won’t be sending the same email if you want to increase sales as you will if you want to increase web traffic. Choose what you want to do and part from there.
Once you have targets and objectives, you have established what do you want to say to them? And most importantly, how? You might want older customers to feel closer and will use a more familiar language for it. And you want new customers and potential customers to feel invited into it, using a more commercial tone and leading them towards promotions.
Then you design the actions, what is aimed for each group you’ve targeted? Here’s when you decide if you are sending a newsletter, occasional promotions, birthday emails, welcoming emails, etc. And to whom they are being sent.
Other than that, you need to make sure your database is well-organized and that everything is captured correctly, also that there aren’t duplicates and that it is constantly updating itself.
Finally, don’t forget to monitor and measure the impacts your campaigns are having. Measure bounce rate, click rate, opening rate (how many people opened the email), web trafficking from the campaign, subscriptions, conversions, etc.. This way you can know what’s working and what isn’t. It doesn’t matter how many of the best email marketing tips you use if you are not updating your campaigns according to your audience.
Email marketing does
If you really want to boost your sales, there are some things you should be doing that you might not consider immediately. Here’s some of the best email marketing tips. Other than the things we talked about before, here are some other things you need to consider.
1. Build your subscriber list – Never, I repeat, never stop working towards expanding your subscriber's list. Really, you don’t have to work much to grow it and in reality, it can really boost your sales and campaign reach. Have a signup feature on your website on the home page, or anywhere you can fit it in. You can also do things like a booth at an industry conference, even if you don’t make a sale and they only subscribe, there is a potential customer.
2. Encourage replies – You can have actual conversations with your audience and what they like, and want. Just throwing information isn’t going to get you an engaged audience. Make sure you have great subject lines so that the people receiving your emails will actually open them and read them. Then you need an entertaining tone to your emails, not too informative, and that will get them engaged, this makes your email look like the person writing them cares, and isn’t just a computer sending random emails. And finally, as previously discussed, target your emails. Have subscriber demographics and design your messages focused on specific groups and their characteristics.
These encourage them to respond, whether that means clicking on links or actually giving answers. Make sure you invite them to communicate, you care about what they think and they have to sense that.
3. It has to feel personal
Add a personal touch. Add shortcodes that will let you be replaced by each subscriber’s name. Make sure they feel special for receiving this information and not just like another name in your list.
4. Avoid Spam at ALL costs
If you end up in a spam folder, your emails will never be read, and therefore, your campaigns won’t take you anywhere. Some things you can do to avoid this is, first, make sure that you aren't running afoul of any regulations like the CAN-SPAM Act. Also, avoid all caps, exclamation points (excessive), cliché phrases, poorly formatted emails. These are common things that a spam filter will detect. Just make sure you do your reading on spam filters and ways to avoid them.
5.Cleanness and organization
If a person opens your email you want them to say “oh! Interesting, let’s keep reading” not “oh, this looks like a website from the 90s, bye”. So, use short paragraphs, and know your keywords. Bullet points are your best friends, and make sure your images aren’t too many, but also make your content visually attractive.
6.Links and invitations
In the majority of cases, you’ll want to increase web traffic with email marketing. So include buttons that will visually invite people to click them. Also, add sentences like “If you want to read more about…”, “find out more…” or even “Download the…”. They are calls to action that should be sounding exciting for your audience.
7. Make it easy to unsubscribe
We all hate the platforms that will give you a hard time unsubscribing and end up just throwing your emails away. Them flagging your emails as spam causes you trouble and makes you lose time.
8. Make your emails phone friendly
If you are checking your email in your computer, you are probably not looking at the emails from subscriptions, you are looking at work or school stuff. If your emails can’t be seen on mobile devices, people probably won’t read them as much, and you are missing out on about 66% of your audiences clicks.
9. Provide value in your content
Give your audience things that they enjoy reading and checking out. Give them things that keep your brand in their mind. Pieces of information they want to keep, or at list read more than once. Otherwise, you’ll end up in the trash.
10. Track your data
How much are your campaigns really working? Which email addresses aren’t delivered? What time are people most likely to open your email? This tells you a lot about your audience and how they perform.
Email marketing don’ts
While there are the best email marketing tips, there are also what not to do email marketing tips. And they are as crucial as the previously mentioned ones. Here are the actions you should avoid at all costs.
1. Sending a campaign without thorough planning – Read all the steps on the second subheading? Follow them every time. Have a marketing plan. If you are not clear on what you want to achieve you’ll probably end up achieving nothing.
2.Spam – Don’t spam, they send you to spam folders. Nobody like to receive emails they didn’t consent to receive, or they didn’t subscribe to get.
3. Send an email without an unsubscribe button – Make it easy for people to unsubscribe if they want to. You don’t want people who will just not read your emails. You are spending efforts and maybe even money on them.
4.Confusing subject lines – Subject line is the decisive barrier between a person opening your email or sending it into the trash without bothering. Make sure your subject lines are persuasive and intriguing. And if you are going to call for action in your email make sure the subject line is clear on what the email will contain.
5. Assume email marketing will get you a profit – It will usually have a great return on investment, however, it will not necessarily. You need to be constantly monitoring your numbers and ROI to make sure your email marketing is doing something, or at least that it is worth what you are investing in it.
6. treating subscribers the same – they aren’t. Again, target your audience. If you treat them all the same they notice, and emails just feel like a machine sent. Make sure the content you send is likely to interest the person receiving it.
7. Generic landing pages – what you send them to must be connected to what you encouraged them to click on. It’s just annoying for the customer.
8. Stuff your template – a visually stuffed is an email you won’t want to read. You don’t add any value and people are just confused.
9. Sending emails with malfunctions – ALWAYS test your emails before sending them, make sure every single link works as it is supposed to.
10. Thinking your emails are not part of your marketing strategy – they are and if used correctly, they can be a huge part. Make sure it is part of the complete plan and make them work with your other channels. This will ensure they are effective.
11. Using a noreply address- let subscribers contact you. Make your emails customer friendly. You’d be surprised at how helpful some people can be when they reply to emails. And even if you are not going to read the replies, make sure your customers feel like you care about what they have to say.
12. Sending emails about yourself – Also known as “Wemails”. Customers probably don’t care about what you are doing, but what you can do for them.
13. Lying – Just don’t, it is bad for your reputation and the customer’s opinion of your company. Avoid lying, cheating, and overpromising.