Running a good email marketing campaign is far from easy, which you probably noticed if you saw your recipients not opening your emails, or just marking them as spam. However, emails are still the most effective way to reach the target audience, with social media still lagging behind. You can use it to run promotion campaigns, offer new products, do some lead nurturing through quality content and much more. Some of your emails will always be unread or marked as spam, but if most of them end that way, then you’re doing something wrong. And we’re here to cover the things you should be doing when you’re advertising through emails, as well as those that you should avoid. So let’s get to it.
DO Segment Your Lists
Sending everything to everyone is one of the worst practices and the one that will get you invited on most spam filter lists. It’s almost like sending a party invitation to both your partner and to the whole police department. If you want to keep your emails relevant, segmenting your lists will help you send the right messages to the right people. Almost every marketing automation software has the segmentation option included, which will allow you to target your recipients and potentially make customers out of them.
DON’T Write Default Subject Lines
If you’re writing boring subject lines, chances are your emails won’t get opened. It’s extremely important to hook your target audience through subject lines. Researches show that an average person receives around 100 emails per day, which clearly indicates that you want to stand out from the crowd. Keep the subject line short and professional, but by all means interesting, intriguing or controversial. If they don’t open your email, you’ve already failed, so do a lot of testing when it comes to subject lines and apply the keywords that bring the best results.
DO Use A/B Testing
Statistics on how you’re currently doing are very important if you want to fix the bad habits and improve your marketing strategy. Pay attention to bounce rate, unsubscribe rate, inbox placement rate and, most importantly, click through rate. You can also test image placement, subject lines and pretty much every aspect of email marketing. Learning from the data of your previous campaigns can be very valuable for the end-results of your future email marketing strategy. To test a subject line, for example, just send the same emails with different subject lines and see which one brings the best results.
DON’T Buy Email Lists
While it sounds like an easy fix to generate more recipients, buying email lists is, for the most part, a waste of money. Email marketing is all about sending relevant content to people who are aware of your brand. Since you’ll likely know little to nothing about the people on these lists, it’s almost certain that your messages won’t be customized to their needs. Instead, you can invest this money into hiring someone like GWM SEO Company to increase your overall traffic, thus scoring you more potential recipients, which will actually be aware of your brand.
DO Customize Your Emails to be Mobile Friendly
Today, around 54% of all emails are opened on mobile devices. This staggering number is hopefully enough to convince you that you need to optimize your emails to be as mobile-friendly as possible. Make sure that the images can fit the screen, that sentences don’t have to be swiped left and right, and that they are fast to load. Keep in mind that mobile users are probably on the move and that they won’t have the time or will to read through a thousand words. Keep it short and sweet, and grab their attention by offering straightforward, meaningful content.
Email marketing is a creative process if you want to do it right. It requires time, effort and a lot of testing. The best advice anyone can give you is to put yourself in your customer’s shoes, and have your email amongst the recipients. See how the system targets you, does the content sound intriguing to you? Would you follow the link if you were in your customer’s shoes? If not, go back to the drawing board and change things around. In the end, it all comes down to one thing – if your emails are good to the persons reading them, or not.