When looking at ROI and engagement, email can be a powerhouse addition to your business, especially when you use email send best practices effectively: Emails have 50 to 100 times higher click-through-rates when compared to Facebook and Twitter. For every $1 marketers spend on email marketing, they receive $42 in return
Know the laws
With Apple Mail’s Privacy update and CCPA in California, ignoring the rules can end up being costly
- It’s important to understand what to do in order to be compliant before starting to collect email addresses
- Stay up to date on policies for any changes
- ESP will inform their users of any changes
Kickstart Your Email Marketing
With the right tools and support getting a strong email marketing strategy off the ground doesn’t have to be difficult
Use an Email Presend Checklist
Best way to combat send button anxiety is to have an email presend checklist handy every time before you hit “send”
Test and Experiment
A/B testing is standard practice for optimizing emails once you have a list of a few thousand subscribers or more.
- Testing can help email marketers know whether one subject line is better than another or which day of the week gets the best engagement.
Don’t Take Unsubs Personally but Don’t Ignore Them Either
Rising or higher than average unsubscribe rates can point to customers receiving too many emails or emails they feel are irrelevant to them.
- Test an adjusted content strategy and watch to see if rates improve.
- Don’t be afraid to ask! Survey your readers on what their ideal frequency would be to gain some real insights.
Start with a Basic Strategy
Create a plan of attack for the type of emails you want to send
- How often they should be sent
- The type of content that will be in them
- Set a realistic schedule for now and set goals to build up frequency
Build Your Email List
If you have opt-in forms on your site currently and you’re not seeing a good number of signups, review and optimize to create a signup form that converts
- Best practice is to always build lists organically
- Your website needs to be receiving consistent traffic to also see consistent sign ups
Segment Your Lists
Create segmentation to fine-tune the customer journey and offer them exactly what they are looking for.
- The limits of your segments are based on the data points you are collecting. Using an integrated marketing tool will allow for tracking of more touchpoints and creating more automated campaigns around those.
Quality not quantity
Start slow and test how your audience responds by watching engagement rates and unsubscribes.
- Don’t forget to count any automated campaigns that are running
- If someone is in the middle of a drip campaign that sends daily updates for 7 days, it is good practice to keep them off the mailing list until they’ve completed it to avoid mailing them too heavily.
Reward Your Most Engaged Contacts
Create segments for your VIP contacts. Special campaigns can be sent to these lists to nurture the relationship.
Create a Holiday/Event Strategy
Account for any additional emails or special campaigns that will need to be created for national, local, and business holidays and events
- Using automation here can be key to landing huge sales throughout the season
- From abandoned cart emails to lead nurture campaigns after a new product release, talk to us to find out how automation has been a powerhouse for businesses
Decide on Key Metrics in Advance
Set reporting goals and Key Performance Indicators (KPIs) in advance.
- This will not only help make reporting a breeze once a campaign is over but it also helps marketers look for optimizations to make along the way.
Use Data to Personalize the Customer Journey
Personalizing data fields is still a tactic smart marketers keep in their toolkit
- Besides first name and birthday, marketing teams are using location, behavioral, demographic data to personalize the customer journey
- By combining data with automation, marketers are giving customers a more streamlined journey
Coordinate Cross-Channel Campaigns
Use email as another tool to leverage promotion of social media events or Lives.
Say Hello to New Subscribers
Email attempts to build a 1:1 relationship between the brand and the customer
- Greeting them with a welcome email creates familiarity and trust
- Using a revenue growth platform opens the doors to new opportunities to connect with your customers through welcome series
