With an impeccable ROI, email is definitely one of the most effective marketing channels today. And with at least 3.7 billion email users worldwide, email becomes a must-have for marketers.
As straightforward as it sounds, if you want to take full advantage of email marketing’s efficacy, you need to follow these eight best practices.
Email marketing services are generally affordable, but it’s still prudent to choose the one that’s best for your organization. Regardless of which email service provider (ESP) you choose, here are five features it needs to have.
You should also consider your budget when choosing an ESP, so you get the right features for the right pricing.
Avoid email list decay by building a healthy email list from the start. One method for a solid foundation is to use the confirmed opt-in (also called double opt-in) method when adding subscribers to your mailing list.
The confirmed opt-in method means you send an email to new subscribers asking them to confirm their subscription. This stops invalid emails, allowing you to maintain a healthy list and reduce your bounce rates.
When building your email list, you should also make sure you gather as much information about your subscribers as possible. In addition to names and email addresses, you can ask for other subscriber information such as age (or age range), occupation, job level, or interests.
It’s much easier to segment your list if you have a wealth of subscriber data to inform your segments. Using subscriber data at your disposal, you can create segments based on the following information:
By creating a wide range of segments, you’re able to send relevant and personalized emails to each of your subscriber segments. This is much better than sending the same generic email to all your subscribers.
Crafting subject lines and preheader text that boost open rates and conversion rates is one of the most important things you can do when it comes to email marketing. This is due to two reasons:
To attract your subscriber’s attention and entice them to open your email, include words that are proven to boost open rates in your subject lines. Use incentivizing language like X percent off, 24-hour giveaway, get this now, great deals, or limited time.
You should also make it a point to include numbers in your subject line whenever possible. Research suggests it can improve click-through rates by 206%.
Be mindful of the length of your subject lines as well. Try to keep subject lines between three to five words and 17 to 24 characters in length. This way, all your subscribers can read them in their entirety regardless of the device they’re using.
Meanwhile, your preheader text serves as a short summary of your email. The ideal length of a preheader text is 40 to 50 characters. This ensures that it displays in full across all devices while still allowing you to craft a summary that compels subscribers to open the email.
Personalizing your emails not just separates you from the competition, but also facilitates much more human connections with your audience. You should personalize various aspects of your email including:
Through these personalization techniques, you’re able to keep your content fresh. This prevents subscribers from becoming disinterested with your campaigns.
With email automation, you can dramatically reduce your email workload and increase the effectivity of your campaigns. In fact, studies show that automating can increase open rates by up to 70%.
Set up email workflows in advance so that your ESP sends automatic responses to subscribers without you needing to do anything. Leverage automation and set up workflows for the following emails:
A/B testing is key to your success in email marketing. Here are a few simple yet effective A/B tests you can perform.
Get the basics of A/B testing down first. Once you become a master, feel free to experiment with your own types of A/B testing.
In order to gauge the performance of your emails, you need to track and analyze your email data. Review the data on your ESP’s analytics dashboard.
Metrics that you absolutely need to keep an eye out for:
Following these best practices will allow you to maximize your email marketing strategy. Keep these tips in mind, and you’ll see a marked improvement in your open rates, click-throughs, and conversions. But more importantly, you’ll be able to foster much deeper and better connections with your customers, which will be more beneficial for you in the long run.
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