Email Marketing Practices You Need To Know

Email marketing practices is the right way to use email to connect with the audience (s), develop a relationship, share news, tell a story and promotion of products and/or services to subscribers, potential customers or clients.

As much as it is a good tool to convert subscribers to customers, it is also a useful tool to retain customers and subsequently to become the brand evangelists.

A good email marketing strategy helps us to gain an insight into the buyer’s behaviour and the journey that could help in developing a meaningful methodology of having a great success in our predetermined objectives.

Having said all that, to achieve any success in an email campaign, the right approach, quality design with best practices must be deployed to achieve our set out goals. The delivery of the email must be spot on -to achieve a high click-through rate (CTR) over bounce rates.

5 EMAIL MARKETING BEST PRACTICES

 

1. USE IRRESISTIBLE SUBJECT LINE

A well thought out subject line should be compelling, engaging and intriguing such that the recipient will want to open it. There should be a sense of curiosity and urgency feelings from the subscribers. Otherwise, what is the value of any email if no one wants to open it?

According to the report below from Mary Fernandez on optinmonster.com 47% of email recipients open email based on the subject line while 69% reports it as spam solely based on the subject line.. Check here https://optinmonster.com/101-email-subject-lines-your-subscribers-cant-resist/

                            email marketing subject line

2. SCHEDULE BEST TIME TO SEND THE CAMPAIGN

Time is one of the major factors to consider for your campaign as the success of any email is when the subscribers notice and eventually open it. Generally, emails are best sent when people are awake. Not when they are sleeping. Likewise, according to wordstream.com report below, weekends were found to have a low open rate.

                    when to send email campaigns

 

3. SEND RELEVANT EMAILS TO AUDIENCE

The more relevant your email to your audience is the greater your success will be. Segmenting your campaign to your recipients from your larger database will make your emails relevant to the right people.

It is good to know the type of contents relevant to all your list and those fit to the certain category because everyone on your subscriber list may not be on the same journey on your sales or relationship funnel.

For example, let say you have an eCommerce store, the content of your email to someone who abandons the store at the basket will be different to someone who completed the purchase process as well as someone who has been your regular customers or clients. What you would not want to happen is when your recipients continue to report your emails as spam just because it’s not relevant to them according to campaignmonitor.com.

email marketing relevant email

4. TEST EMAIL BEFORE CLICK SEND

Most emails error could be avoided if attention is paid to details, done without being in a rush and if the critical test is being carried out. Before you send out your campaign try to do a quick test and not a quick send. Do a test to your email or ask someone else to check it for you.

Things to look for are:

1. Check if all links are working.

2. Check if it is compatible across devices and browsers.

3. Check if there are any distorted images.

4. Check if all grammar and spellings are correct.

 

5. REVIEW YOUR STRATEGY

The idea behind email marketing is not about sending non-stop emails to subscribers. Using analytics will help to know the result of what works and what doesn’t. Through analytic report a lot of data can be collected to know the performance rate because it will reveal the BOUNCE RATE, CONVERSION RATE, CLICK THROUGH RATE, EMAIL SHARING AND FORWARDING RATE and the OVERALL RETURN OF INVESTMENT (ROI) of the campaign. The metrics gathered will help to improve the next campaign.

 

3 EMAIL MARKETING MISTAKES TO AVOID

 

  1. NOT HAVING A CLEAR CALL TO ACTION

A CTA is a text, link or button used to guide your audience to take any action which should be well designed and well placed within the mail.

All emails to recipients need to have a clear-cut purpose and embedded with CTA that is clear and meaningful to them. Whether you intend to let your customers buy your product or a lead to your website or to follow you on your social media, there should be an intentional call to action to it.

2. WHEN THERE’S NO CONSIDERATION FOR MOBILE USERS

Many consumers use mobile/smartphones to open emails. According to bankmycell.com the population of mobile devices users is 5.13 billion worldwide in 2019. Therefore, it is imperative to optimize for mobile users. During design, it may look great on the desktop but look different on other devices.

3. NEGLECTING ANALYTICS METRICS

Ignoring the analytics report is not a good practice. You stand the chance of missing out on important data that could improve your return on investment. The analytics helps to monitor how well your emails are doing. From the report, you will know what you are doing well and more informed way to get better.

CONCLUSION

Email marketing is not just about sending emails to recipients. It requires paying attention to details for you to achieve the optimal result of your predetermined objectives. So next time before you click the SEND button, check if the best practices are in place.

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References

https://www.wordstream.com/blog/ws/2014/09/04/best-time-to-send-email-campaign

https://www.campaignmonitor.com/resources/guides/getting-started-with-email-marketing/