Email marketing is an efficient and cost-effective way to reach out to a target audience with your products and services. However, one can only make the most of email marketing if you adopt some of its tried and tested best practices.
This post will outline six best practices for email marketing to help you achieve meaningful results.
1. Always Send a Welcome or Introductory Email
Always start your email campaigns with a welcome or introductory message. They are a great way to set the tone for future communications and customer expectations. It also allows businesses to introduce their products and services to the target market eloquently. Also, a welcome/introductory email can be a hook that moves recipients toward your sales funnel smoothly.
2. Carefully Pick the Subject Lines
Open rate is an important metric to determine how well or poorly email marketing is faring. The majority of recipients only open commercial emails after reading their subject lines. With boring subject lines that don’t motivate customers to know what the email is about, you can’t improve the open rate of your campaign.
In contrast, exciting subject lines that are different and with an element of suspense quickly grab the recipients’ attention. People open and skim through an email if they find the subject intriguing enough. In short, subject lines lay the foundation of the success or failure of an email marketing campaign.
3. Segment Your Email List and Build Campaigns Accordingly
A segmented email list dividing recipients into different groups based on various consumer characteristics offers targeted marketing. For instance, when you have an email list of affluent recipients, you can reach out to them with your high-end products and premium services. Similarly, marketers can target recipients with large families with products and services needed in large households using email campaigns.
4. Set an Emailing Frequency
Even if people have willingly subscribed to your mailing list, it doesn’t mean you get the license to flood them with promotional emails. No matter how attractive your promotional content and offers are, spamming customers with emails always backfires. Therefore, set an acceptable-to-your-audience emailing frequency and never exceed it in your campaigns.
5. Improve the “Skimmablity” of Your Emails
Long essay-like emails don’t experience reasonable click-through rates. You need to ensure that your email is highly skimmable so that a recipient can go through its content and make up their mind for further action quickly and without having to read a book.
6. Work with Email Marketing Experts
Small businesses with no dedicated marketing teams, devising and executing a well-thought-out email marketing campaign remain challenging. Business owners who already have too much on their plate can get experts on board rather than running half-baked email campaigns that offer little to no results.
If you also want to get the best out of your email marketing campaign, get in touch with experts at Marketing Results International. They will make sure you can get the best out of the efforts and resources spent on email marketing. Contact Marketing Results to find out more about its services.
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Clifford Woods is the President and Financial Manager of Marketing Results International
