Email marketing is the top-performing digital marketing channel. Email marketing delivers an ROI of $44 for every $1 spent. It will be worth your while to take note of the do’s and don’ts of email marketing.
There’s a lot that goes into an effective email marketing campaign. You will make more profit if you learn how to become a savvy email marketer.
To take your efforts to the next level follow some of the best practices and avoid the worst.
Email Marketing Do’s
1. Track Metrics and Conduct A/B Testing
To improve your email marketing you need data. So pay attention to the data of your previous email campaigns. Test the hypothesis about improvements via A/B split testing.
Common fields to test include the subject line, image placement, design, and call to action.
Look at metrics such as open rate, bounce rate, click-through rate, unsubscribe rate, and inbox placement rate. In email marketing, data is your best friend.
Your bounce rate affects your credibility as a sender in the eyes of the email service providers. If your bounce rate is high, your domain will be flagged as a bad sender. This will damage all your email marketing efforts.
2. Segment Your Lists
It’s not a good idea to send every email to everyone on your list. Your emails will be too generic and not relevant to a large portion of your list. To remain relevant and send the right content to the appropriate readers, you must segment your list into similar interest groups. It’s the only way to deliver the right message at the right time to the right people to increase sales.
3. Make It Easy To Opt-Out
Legally, you must offer an opt-out option for your emails. But even if it wasn’t the case, do it simply to keep your prospects happy and build your brand image. Make this process easy for the subscriber. You pay for the number of people on your list and it also makes financial sense to let people unsubscribe from your list who are anyway not interested in your emails and don’t engage.
4. Keep On Educating Yourself
In today's technological world everything changes all the time. You have to stay on top of technology by educating yourself. Do everything you can to keep your email marketing strategies relevant.
5. Grow Your Email List The Right Way
Use a sign-up form on your website that requires subscribers to opt-in to receive your emails. Don’t worry if this route takes longer. It’s the best way to build a high-quality engaged list.
6. Include Powerful Pre-Header Text
You can provide more context to your message by including an attention-grabbing pre-header text. A preheader is the teaser text that follows the subject line when viewing an email from the inbox to encourage readers to open your email.
7. Get Personal
Research shows that personalization increases your emails’ chances of being opened by 26%. This doesn’t mean using their name in the email. Personal means delivering content that is personalized to their interests, needs, and desires.
8. Use Marketing Automation
You must utilize the power of marketing automation to create customer journeys that guides them deeper down your funnels. Marketing automation ensures that each of your customers receives the right email at the right time, according to their position in the customer journey.
9. Double-Check Every Element Of Your Email
Check every element of your email to ensure that it’s in tip-top shape before you push send. Doing this saves you from making some embarrassing and costly blunders. You get only one chance at a first impression. So, don’t waste it with unnecessary mess-ups.
10. Include A Call To Action
The final part of a marketing email should include a call to action. You must be explicit and direct in what you want your reader to do. Don’t confuse them with different calls to action. Every email must have only one goal of where the subscriber must do next.
Email marketing is the top-performing digital marketing channel with an ROI of $44 for every $1 spent. It's worth your while to take note of email marketing.
Email Marketing Don’ts
1. Don’t Forget About Mobile
More and more people are only using their mobile to check email. It's a huge mistake not to optimize your emails for readability on a small mobile screen. The best way is to use a responsive design and large text font.
2. Don’t Break The Spam Laws
The wild west in email communication ended when the CAN-SPAM Act was passed in 2003. The Federal Trade Commission has outlined a compliance guide. It includes not using misleading or false information, a valid postal address, and promptly honoring opt-outs. Other countries have anti-spam laws too and it’s best to be compliant in all respects.
3. Don’t Buy Lists
Buying email lists simply do not give you value for your money. You get a list of people who are not familiar with you and your emails are most probably not relevant to them. It’s simply not a quality list. This leads to hurting your domain and the deliverability of your emails. Email marketing is most effective when you deliver relevant content to an engaged group of people who asked for your information.
4. Don’t Make Content An Afterthought
It’s best practice to dedicate time and effort in planning your email campaigns, segmenting your list, and building out emails. Content is critical in emails. So, pay attention to content and map it out so you stay relevant to your subscribers.
5. Don’t Send Your Emails Without Testing
Check how your emails look when people receive them. Do the links work? Are there any typing errors? You need to send test emails. Also, make sure the emails are going to the right segment of your list.
6. Don’t make new subscribers wait to hear from you
Waiting too long to reach out to new subscribers could cause them to forget who you are and that they signed up to your list. Immediately send a warm welcome email to new subscribers, tell them about you, and what they can expect from you.
7. Don’t send a generic email that doesn’t speak to anyone
Generic emails do nothing but hurt your conversion rates. Your readers quickly learn there’s nothing relevant to them in your emails and unsubscribe. The key is to produce content that interests them and is relevant to why they signed up in the first place.
8. Don’t be inconsistent in your communication
Lack of consistency in the way you communicate with your subscribers can cause you to lose credibility with your customers. The lines of communication stay open with consistent email marketing. It’s the consistency of emails and relevant content that builds relationships with the people on your email list.
9. Don’t ignore your email marketing reporting or analytics
A doctor looks at vital signs to decide what to do next. Your analytics and reports are the vital signs in your email marketing to help you decide on the next steps you need to take. Ignoring your marketing reports and analytics cause you to fly blind and missing your marketing goals.
10. Don’t use marketing hype
When you use marketing hype, you’re going to attract the wrong people. People who want the effortless, magic button solutions. In the end, they will be disappointed. The hype is similar to lying. When you lie to people, they lose trust in you. Once you’ve lost the trust, it’s really hard to gain it back.
Make sure you stick to these email do’s and don’ts to take your email marketing to the next level. When you do this right your ROI will skyrocket.
Do you want to learn more about effective email copywriting?
In our learn-on-demand course Email Copywriting Made Easy you'll bring your email marketing to the next level.
Perhaps you are struggling with email marketing and are frustrated with the results you get. You want your readers to open your emails, read them all the way through, and then take action.
This course shows you best practices in email copywriting to skyrocket engagement and sales.
Head over to our course to learn more about the course and then decide if you want to sign up.
Is there any email marketing do’s and don’t you would like to add? Please share them in the comments.
Don't forget to share this post!
Did you like this blog post and infographics as much as we do? Then you will love these related posts in the series:
Better Open And Click-Through Rates With A Motivating Email