As we have already mentioned in our previous article, Email Marketing – Still Number 1, email marketing return on investment (ROI) has been hovering around 40$ per 1$ spent.
Although email marketing might not be as exciting as some of the newer methods of marketing, it is already a proven and effective way of marketing. However, whether you are just starting to dabble in email marketing or if you are already experienced in it, it can be difficult to create an email campaign that is as effective as you want it to be.
With that in mind, we decided to talk about some of the email marketing best practices which can help in generating leads for your company. The article will be published in two parts with 4 of the email marketing best practices being published this week, and another 4 published next week.
To make your email campaign successful, you will need a healthy open rate, and if you’re sending emails to people who have never even heard of you or had any contact with you before, it is unlikely that they will want to interact with you.
This shows that you need to gain new subscribers and win their trust by yourself, by using methods like inbound marketing, rather than buying contact lists from a third party. Considering regulations such as General Data Protection Regulation (GDPR) in Europe, sending emails to contacts without their permission isn’t just unwanted but also illegal.
You can also send a double opt-in instead of a single opt-in, so your recipients can confirm that they are willing to receive your emails.
Personalization can refer to more than one thing in this case. For example, if you segment your list based on the interests of the recipient, then you can provide content that is aligned with their interests, which is a great way of personalizing your emails. After all, not everyone is interested in every piece of content that you can provide, so it’s important to try and only deliver the ones that they will appreciate.
According to research done by Mailchimp, segmented campaigns have 14.31% higher open rates and 100.95% higher click-through rates than non-segmented campaigns.
Another way you can personalize your emails is if you customize the greeting and subject line by using the name of the person that you’re trying to contact along with something to pique their interest (like a limited-time discount). This can increase the open rate by 26%, according to Campaign Monitor!
Other than that, we will also mention that sending emails using the name and address from a person connected to the company (for example email@example.com), rather than the generic company address (like firstname.lastname@example.org) can be more effective when you interact with your contacts.
Based on our personal experience and the research from Lifewire that tells us that an average office worker receives 121 emails a day, I think we can all agree that most people only skim through their emails since they have little time to spend on reading all the messages they receive.
When someone is quickly going through their emails, they need to understand what the email is trying to convey. That easy to understand content should be followed up with a very obvious CTA button so they can be clear on what action you expect them to make (for example, to click on the link in the email that leads to your landing page).
In conclusion, your content needs to be aligned with the interest of your contacts while being short and convincing at the same time!
With the addition of the CTA buttons in the email, we have to make sure that the design of the email and the landing pages are the same or at least similar and connected to what you’re trying to convey.
Considering that there are many people viewing their emails on their phones, more than 50% actually, according to Litmus, making a mobile-friendly design is definitely a priority.
Let’s not forget that we need to make a good looking design that isn’t too cluttered with different fonts and images. Likewise, we need to pay attention and try to make it look great even when the images aren’t enabled. Or at least we need to add the alt text to images and buttons so the recipients can at least understand what the images are about and where the links will send them to.
This is it for the first part of our article. We hope you enjoyed it and will stay tuned next week when we mention another 4 email marketing best practices!