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Top 10 Email Marketing Best Practices
February 23, 2017
Email marketing is fairly simple, it is used to deliver the advertising messages via email tools to reach customers. The widely held of online users have email accounts which agree on them receive many number of emails.
Email marketing is a way to reach a number of likely customers directly at a fairly low cost when compared to other forms of marketing. In email, advertisements can be moderately simple or can be tacky multimedia packages. The appeal of the advertisement will depend on the business, company and the product for sale. Some advertisements are only text while others include pictures, video, and links.
Benefits of Email Marketing
Email has the capability to deal with a database on a systematic basis, sending emails regularly, to create a connection between a business and their customers. It not only supports a business to form a relationship with customers and keeping the products and services in their minds, but it also helps build an audience in a congested market and create a two-way discussion that profits the business and the customer.
The main advantage is how cost in effect email marketing can be, there is no print and no advertising costs. Emails can be sent from as little as possible per contact or can be paid monthly with unlimited plans.
A vast feature of email marketing is the ability to “segment” subscribers into several groups so a business can send each group extremely targeted emails. This means companies are sending more appropriate and remarkable content to their customers which mean the customers are further likely to interact. This can help increase sales, conversions and generate more leads.
Return on Investment
Email marketing can outperform various marketing channels, for every spent rupee on email marketing, there will be a noticeable increase in average return. Businesses can track the performance of each email and the impression has had on a business’s marketing strategy which enables a business to see ROI straight away.
Email marketing schemes include greater tracking and reporting services. The existing reports provide valued metrics which can include: Open tariffs, Click through rates, Deliver-ability, Subscriber retaining, Commitment with content and social media.
In email marketing, analytics can be integrated with website analytics. With analytics how each email has related and transformed the performance on a website's sales or leads generated is shown to us via reports. Additionally, the reporting abilities enable businesses to recognize a customer’s behavior and interests which can apply to other forms of marketing.
Email provides the chance to encourage relationships and convey informative content to a database which over time helps increase traffic to a company’s website. By increasing the sharing of content on social media and support to forward to a friend easier, this can help grow a business’s audience.
Driving conversions is the first significance for businesses; on average click-through rates for emails are six times more effective than social media. Businesses can track customer expeditions from receiving the email to finishing a purchase.
Email marketing can be combined with inside systems; companies can link email marketing statistics with several systems like CRMs, social media, website analytics, and more. This allows a business not only to know the profile of customers, but also see the influence of emails with their other marketing channels.
Automation can be used for many reasons within email marketing. It can save time and in spirit “automate” parts of a business’s marketing. Automation is when a customer finishes an action which then triggers an email to be sent. For example, there is a signup form on a website it would take a business a lot of time to email each fresh sign up with a welcome email. Directing an automated email will save time and make the process prompt to the customer.
Best practices of Email Marketing
1. Know Target Audience; Segment and Categorize the Audiences Properly
Without knowing correct target audience, you can never create an email message that would affluent with them. Therefore, understand who do you to target to reach the goal; the whole thing else would follow.
For instance, if you were an online digital marketing training center offering several courses to a separate set of student groups, you would essentially make sure that your email messages are correctly enrolled and appropriately targeted.
Let’s assume, you provide four different courses
- Search Engine Optimization
- Google Analytics
- Social Media Management
- Google Adwords
Some members have the strength to engage all the four packages, while some might have opted for only one or two. So, if you are enrolled in an online Doubt Clearing session for only social media management students, you would want to send this email to only the SMM group of members, i.e. who have opted for SMM Preparation; so you would need to make lists accordingly.
2. Enlist a Good Subject Line
- Use Personalized Subject Lines: While sending an email to the customer, one of the best practices it to mention the customer’s name in the subject line. Use this advantage and catch their eye with a straight address. A recent study observed at 24 billion emails and found that personalized messages had the maximum open rate in arrears timely news and affiliation emails. Such personalization can come in the subject line or in the salutation, but the same mentioned study recommends keep on away from uses of “Dear”, especially in the subject line, where characters are restricted.
- Don’t Use: In subject line don’t use the recognize Spam idioms, like$$$, Free Free Free, Percent off etc and also all the capitals while writing.
- Keep Short:Put the subject line be short with a brief description and makes a connection between the salutation and subject line.Remember the subject line is very important in the email marketing.
3. Make the Content Short and Clear
Avoid having prolonged content that goes on and on. As a substitute include an attractive headline, quote, and link to read more or buy today or register now which drives traffic to your website. Having fewer links within your email will possible results in a higher click through rate.
The headline must be straightforward and capture the necessity of email in the headline. Use variable fields to personalize the messages. In content, the important parts use brighter colors and bold characters. Limit the number of images and never use a single image for the complete mail.
If you’re using an email service provider, you’ll get complete reporting with who clicked on which links. Careful of your next email campaign plan in terms of an image, a content and a call to action. Keep your audience concentrated on your message and evade including a lot of links.
4. Use Images and Videos
It is important to include visually interesting images within in the email campaigns to apprehension reader’s attention. It’s finest to use a balance of images and text without over trusting on images. For example, don’t keep all of your content within a single image in the email. If the image doesn’t open for the reader when opens none of your messaging will reach. Keep the number of images within your email to 3-5 delivers best results and Keep in mind. In addition, you can increase engagement when including a video in the emails. In Additionally you can use the video in the subject line.
5. Never Buy an Email List
An important finest practice is to use an authorization-based list and not from a buying list or emails found on the internet. You don’t want to be viewed as a spammer and while it can take the time to build an excellence list, it is well the value effort.
The people you’re emailing have not ever listened to you, and if you abruptly start emailing them, they will not like it and most possible spam your email and they won’t respond. Effective email marketing campaigns are generated from people who selected into receiving emails, recognize who you are, and look advancing to receiving your emails.
6. Make the Email Mobile Friendly
Currently, all emails are opened in mobiles up to 70% and in order to provide the finest user experience and to get top priority to design your Email campaign for mobile. Checking of the mobile increases daily on an average 150 times. Focus on a solo column layout of messages that makes great look on mobile devices. Keep the link clickable and website mobile-friendly and make sure that the email is loaded fast and use HTML coding for it for fast loading.
7. Know the Perfect Frequency to Send Emails
Suppose if you’re just beginning an email newsletter, choose a frequency to start i.e, daily in the evening or once in a week, test it for a month. View the click-through rates, open rates, responses, and unsubscribes. Based on the data of testing you can start a campaign that gives best results. Make sure that you're sending the messages in comfortable time, by that subscriber never feels you’re disturbing, that increases the subscribing rates.
8. Set the Goals by Adding a Call Action Feature
Without having a goal marketing means you’re wasting the time and resources. You must have a goal before starting the campaign. By that goal only you can determine the what action you will take in the campaign you know. For example, you set a goal in a call action feature like download the brochure, going to the website while clicking the image. Therefore you know the result according to goal whether the campaign is successful or not. By this campaign results, you can plan for the next campaign.
9. Conduct A/B Tests
The first test how emails are looking and deliver to all different clients on Microsoft outlook, google chrome, Mozilla firefox, internet explorer, ios email client and android email clients. Carefully check the sender name, hyperlinks and grammatical errors while sending.
Conduct A/B testing for the subject lines, content, promotions, call to action, targeted messages, day and time of the emails sent.
10. Analyze the Campaign Result
The advantage of Email Service Provider is that having the detail reports of the campaign. From the reports, you can analyze the which timing and day are better, which emails have a good response, open rate for different subject lines, click through rates, Bounce rates, and unsubscribe rates.From that, you can plan for next campaign, by applying the gained knowledge from this campaign and achieve better results.
Keep these influential emails marketing best practices in mind the next time you’re working on your emails and by following these best practices you will increase the open rates and click-through rates and make your campaign successful.