Email marketing is growing and evolving everyday. If you want to keep up with trends and grow a successful email marketing campaign, learn about our ABC’s of email marketing.
Audience: Know who you are talking to. It is important to personalize and design your message based on who your audience is!
Build Your List: Don’t purchase lists of emails, look for ways to organically build your own subscriber list. Use sign-ups on your website, blogs, social media and live events to grow your database of emails. Make sure your customer’s know what they are signing up for before they submit their email.
Call To Action: The most vital piece of content within your email is the call to action (CTA). Your goal after subscribers open your email should be compelling them to click on your content. Generally stick with one CTA per email, but don’t be afraid to take risks and see what works for your business.
Design: No matter what method you use for designing (templates or hiring a designer), make sure your email fits in with your brand. Your design should be recognizable and consistent!
Engagement: Evaluate your email’s success by checking metrics, such as opens, clicks and unsubscribes. If you find high click rates, you have a successful email program. If your metrics are lower than you hoped, try re-engaging your subscribers with a special or event. If that tactic doesn’t work, remove them from your list. Many businesses have more success send emails to a small, engaged group rather than a large, unengaged list.
Frequency: Try a few different options; see what works best for your subscriber list. Try once a week, or twice a week, every other week, or once a month. As you try new tactics, track your open rates, see what gives you the highest percentage.
Give First: Don’t overwhelm your subscribers with spammy, promotional emails. Before you ask for purchases, offer your services or something of value to them. This will gain trust between you and your customers.
Holidays: Stand out and be creative around the major holidays. Many subscribers will be already looking for the big deals that we all have come to expect, so stand out from the rest with a creative, innovative email idea.
Invest Your Time: Spend quality time preparing your emails and your subscription lists, in order to receive the success you are looking for.
Join Your Community: Grow your network and your subscription list by getting your name and business out there. Join groups where you meet with others in the community with common interests. While at meetings and events, network as much as possible.
Keep Your List Clean: Constantly check your metrics for unengaged subscribers. Remove users that are frequently unengaged, this allows you to maintain a high success rate for opening and clicking through emails.
Location: It will always be important to include the physical location of your business within your email. Find a place at the bottom or top of the email to include this information, and consistently put it there.
Metrics: As you have heard, metrics are incredibly important. Decide which metrics are the most important to you and your business, and follow them as closely as possible, whether it’s your open rate, click through rate or subscribers.
Not all Designers are Email Designers: Email marketing and email design are their own distinct art. If you can, work with an email design specialist that can create a cohesive email program with your business in mind. You are more likely to get a specialized email campaign for your specific brand.
Opt-In: Give your recipients the option to opt-in to receive your emails. Remember that not everyone truly wants emails after they have made a purchase or signed up for a giveaway. Allowing recipients to opt-in and out builds your list stronger.
Permission Marketing: Permission marketing is an approach in which potential customers explicitly agree to receive marketing information, such as emails. Start building your relationships, by asking for permission first.
Quit Using “No-Reply” Email Addresses: Email marketing should be more than a one-way monologue. When using a “no-reply” address, it can give your customer’s the thought that you don’t want to hear from them. Allow your customers the ability to reply directly to an email with any questions, comments or concerns they may have.
Re-Engagement Campaigns: Segment out your subscribers who have consistently been unengaged and send them an email that could potentially win back their engagement. This email should ask them if they’re still interested in receiving your emails and may include a special offer. If the recipient does not re-opt in, you may remove them from your list.
Segmentation: Segmentation within email marketing is a way of personalizing who gets which emails. You can segment your recipients based on their purchases, their locations or what time they open your emails. You should see better engagement if you cater your messages to specific characteristics of your subscriber’s tastes, interests and activities.
Testing: An important piece of email marketing is testing to see what works with your subscribers list. After your initial test, periodically test for changes. Test pieces such as timing, subject lines and calls to action. Keep in mind, only test one element at a time in order to draw conclusive results.
Unsubscribe: Make it visible and easy for recipients to unsubscribe if they wish to.
Volume: Sending a consistent volume of emails is key. Send emails on a regular basis so your customer is used to the volume they are receiving. If you decide high volume is right for your business, build up the volume gradually, allowing your subscribers to get used to the volume.
Welcome Email: Start your new subscribers off with a welcome email! These emails give you an opportunity to introduce yourself and the business, as well as getting off to the right start with your subscribers.
Example Email: Share your most recent newsletter while asking new subscribers to opt-in. This shows them exactly what to expect with your email campaign and gives them a chance to see if this is what they want to sign up for.
Your Customers Come First: Don’t send emails just to send emails, make sure the emails you send add value to your users. Listen to what they have to say, watch your metrics for engagement and of course, show your appreciation by saying “thank you!”
Zone In On Your VIP Recipients: Your VIP recipients are your best ambassadors. They are those who always open and click through your email. Start by recognizing who those recipients are and use it to your advantage. Survey these VIP’s to see how you can improve your email program, as well as reward them with specials or discounts to show your appreciation.
The key to email marketing really comes down to knowing your audience and what fits best for your business. Don’t be afraid to take chances or try something new. Learn and grow as your subscriber list does.