Dos and Don’ts of Email Marketing
Email marketing has been proven time and time again to be an effective method of communicating with your customers, including sending them updates on your new releases and promotions, and even asking for feedback that can help you improve your business.
According to a MarketingSherpa benchmark report, 72% of people prefer to receive promotional content via email, compared to 17% who prefer social media.
Why use email marketing, you ask? For starters, email is a more personal approach when it comes to connecting with your customers. One important thing is that it expresses how much you value your customers. An email delivers your message much more effectively than social media.
While email marketing is certainly an effective marketing campaign, you need to be aware of the do’s and don’ts. And here are 4 of each:
The DO’s of email marketing
DO run A/B tests. You need to pay attention to the data from your past campaigns so you can find ways to get better results. Test subject lines, image placements, colors, and layouts; collect the data; and take note of the areas you can improve.
DO Create strategies for your email campaign. Failing to plan is only planning to fail. To save time recovering from mistakes that could have been avoided in the first place, deliberate, discuss, and build a plan with your team. Remember that your email represents your business, your brand.
DO use email automation. Sending one email at a time consumes a lot of time and energy. It is good that technology has solved this problem. An email automation product makes efficient use of your time.
DO Segment your lists. The point of email marketing is to personalize your approach, but if you send mass emails to an untargeted audience, then the whole purpose is defeated. Your customers have a variety of wants, needs, and desires. Make sure you send relevant emails to your customers – the key is to send the right message to the right person at the right time.
What NOT to do in email marketing
WHOSE Be generic and boring! Using a weak subject line with your email marketing loses your brand value and with it, transactions. First impressions are critical when it comes to this. Since customers receive so many emails every day, they don’t want to waste their time opening something they don’t find interesting or relevant. Write simple, concise, yet engaging subject lines.
WHOSE break spam laws. (The CAN-SPAM Act outlines several restrictions that apply to email marketing. Recipients have the right not to receive spam emails from companies.) Spamming is simply illegal and therefore unprofessional. It goes without saying that this will negatively affect your email campaigns.
WHOSE Forget being mobile-friendly, or else you’ll miss out on a huge audience. Statistics reveal that a third of all emails received were read on mobile devices 50% of the time.
If your emails aren’t designed to fit on the smallest mobile phone screens, then your email just won’t work. Choose a responsive design (this can increase email clicks by 130%).
WHOSE buy lists! Although this can quickly expand the reach of your email campaign, you definitely won’t get what you paid for. In addition to negatively affecting your campaign, the lists are not even trustworthy for your business.
A broad reach is essential for marketing, but you should never neglect quality. Email marketing works best when you can send a relevant message to people who need certain information.