Email Marketing Done Right – Best Practices on Email Marketing

email-marketing | Email Marketing Done Right – Best Practices on Email Marketing | Email campaigns can be a powerful marketing tool – if used correctly. However, according to a recent article in Forbes, too many companies are now bombarding their potential customers’ inboxes with their email campaigns, which in turn has led many to simply unsubscribe from their mailing lists.  

Therefore, here is a list of dos and don’ts that could help you while planning your email marketing campaign. 

The Dos of Email Marketing 

Here are the things that you should do while creating your email campaign:

  • Design Your Email Carefully

The first thing you need to do is create the perfect email. This means starting with the Subject. It is best to keep it short and it should give your target customer an incentive to open your mail. It basically needs to appeal to your customer.

Next, adding a call to action (CTA) at the end of your message. CTAs are critical to assessing how successful your email marketing campaign has been, so take some time to design this part of your email. 

And finally, create the body of your email. Once again, it should be short and to the point. In fact, it is best to keep your email less than 150 words. If there is more that you have to say, then it would be a good idea to add a link to your website or blog in your email. 

It is critical to ensure that your email is error free, so check for spelling, grammar and vocabulary mistakes before you send them out. 

If you are a small business owner, it may not be possible to hire the services of a marketing agency. But it is possible for you create your own campaign using email marketing software. When you design your campaign according to Best Email Marketing software guidelines, you can actually get the same results that a professional marketer would achieve. 

  • Create Your Email List

Once you have created your email, you need to ensure it reaches the right target audience. Your list should consist of people who have given you their email addresses voluntarily. This could include your current customers, potential customers who gave you their contact details or professionals you have actually interacted with. 

It is best to create separate email lists for different segments of your target audience. You should also customize your emails for these specific segments so that they are more impactful. 

Any email list will require cleaning from time to time. Before starting a new campaign,
with the help of an email validator to check if email addresses are valid.

  • Use A/B Testing 

Harvard Business Review, an A/B Test is a way to two versions (thus – A and B) of a thing to see which one does better. In an email marketing campaign, you send our two different emails to two separate groups and then monitor which one performs better.  

  • Give People the Option of Unsubscribing 

It is necessary that you allow people to unsubscribe themselves from your emailing list if they wish to. You could get into legal trouble, since the Can-Spam Act doesn’t allow email marketers to do so for consumer protection.  

The Don’ts of Email Marketing

Here are the things that you must never do in your email marketing campaign:

  • Over-Promoting Your Company

An email campaign should never be overly promotional. The customer isn’t interested in learning about your company. They are interested in what you can offer them and whether your offer appeals to them. 

  • Using Too Many Promotional Words

Email spam filters are designed to block emails that use strongly promotional words. The most common are sale, cash and free. It is best to look up which words could be construed as spam and then you can avoid using them in your email campaign.

  • Buying Emailing Lists

Blindly buying emailing lists is a really bad idea. First of all, you don’t really know if these people are interested in what you are offering – or even want it. 

And if they mark your email as spam, then your entire campaign could be jeopardized. 

  • Frequent Emails

One of the biggest mistakes you can make is emailing your target audience too frequently. This will lead to them unsubscribing themselves from your mailing list completely. 

It is best if you only send emails when you need to, and after longer intervals.

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