Dos and Don’ts of Email Marketing
Email marketing has been proven time and again to be an effective method of communicating with your customers, including sending you updates on your new launches and promotions, and even asking them for opinions that can help you improve your business.
According to a benchmark report from MarketingSherpa, 72% of people prefer to receive promotional content via email, compared to 17% who prefer social media.
Why use email marketing? For starters, an 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 conveys your message much more effectively than social media.
While email marketing is certainly an effective marketing campaign, you need to consider what you should and should not do. And here are 4 of each:
The ODs of email marketing
DO perform A / B testing. You need to pay attention to the data from your previous campaigns so that you can find ways to get better results. Test subject lines, image placement, colors, and layouts; collect the data; and take note of the areas that you can improve.
DO design a strategy for your email campaign. Not planning is simply planning to fail. To save time recovering from errors that could have been avoided in the first place, deliberate, discuss, and come up with a plan with your team. Remember that your email represents your company, your brand.
DO use email automation. Sending one email at a time consumes a great deal 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 whole point of email marketing is to personalize your approach, but if you send bulk emails to an untargeted audience, it defeats the whole purpose. 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 a lot of emails every day, they don’t want to waste time opening something they don’t find interesting or relevant. Write simple, concise, and catchy 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 from companies). Sending spam is simply illegal and therefore unprofessional. Needless to say, this will negatively affect your email campaigns.
WHOSE Forget being mobile friendly or else you will 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 screens of mobile phones, then your email just won’t work. Go for 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 impacting your campaign, the lists are not even reliable for your business.
A wide reach is essential for marketing, but you should never neglect quality. Junk mail it works best when you can send a relevant message to the people who need that certain information.