January 29, 2018 ByCheryl Dykstra
Email marketing is a powerful tool for engaging and
nurturing your audience – furthering your prospects or customers along the
Customer Value Journey.
In fact, chances are you’re reading this article after
clicking on a link in an email we sent you.
With 1 billion users worldwide on Gmail alone, email
marketing is not going anywhere. The key to your success using the marketing
tactic is not in if you use it, it’s
in how you use it.
Read on to learn our top seven strategies you should start
doing, or avoid doing, to make email marketing work for your business.
#1 Give each email a
Have each of the emails you send have a specific goal. If
you don’t know what you want the recipients to do, neither will they.
Goals for your emails could include reading an article,
filling out a form for restricted content, schedule a consultation, or redeem a
promo code with a purchase on your website.
While you want to have a specific goal for the email, it
helps to also give recipients options such as calls-to-action, links in the
text, and clickable images so they have multiple ways to complete the goal.
Everyone’s behavior is different, so having those options can help increase the
chances your goal is completed.
#2 Send emails from a
It’s a lot easier to trust an email when it’s coming from a
person, rather than a generic “noreply” email account. You can boost your
engagement rates by personalizing the “from” email address to drive replies
from subscribers to a real person.
#3 Personalize your
Email personalization is more important now than it ever has
been, but it’s important not to over-do it. Personalizing according to the
recipient’s name or company name is nice, but going into too much detail can
come off creepy.
You could also include some products you think they might be
interested in based on past purchases or pixel tracking if you have the
infrastructure in place to facilitate that.
One thing you always need to do if you’re personalizing emails is to
test them first! Nothing is more awkward than receiving an email with Dear
[first_name] in the subject line or copy.
#4 Really think about
your subject line.
Your subject line is the gatekeeper to your email. If it
doesn’t grab your audience’s attention, they’ll never even get a chance to see
the wonderful email inside.
That being said, don’t write subject lines that have nothing
to do with the email or offer inside. If they open the email and see that you
click-baited them, they’ll just click back and your click-through rates will
Try personalizing your subject lines and experiment with
emojis or symbols. Adding a few here and there can help grab attention in the
mass of words that is their inbox.
#5 Try sending emails
at different times or different days.
Tuesdays, Wednesdays, and Thursdays are the most popular
days for sending emails, but that doesn’t make them the best. In fact, inboxes
can often become overwhelmingly flooded on these days and your email could get
lost in the shuffle.
Experiment with different days and times to find what works
best with your audience. You might find that you get a better open rate on
Mondays and Fridays.
It’s also been found that emails with calls-to-action
perform well on Saturdays; so don’t be afraid to send emails on the weekend.
#6 Don’t stress about
You can’t please everyone. People are bound to unsubscribe
from your email list.
The important thing is that people don’t mark you as spam.
If you get unsubscribed from, they just weren’t interested. It’s better that
they clear out then drag down your open rate.
Don’t stress over every unsubscribe, but pay attention to trends. If you lose a lot of people after a certain type of email, try sending
those less and try other approaches.
#7 Getting marked as
spam? Stop and figure it out now.
If you’re being marked as spam, you need to stop mailing
immediately and research to find out why. Your domain reputation is at risk and
you could become blacklisted by email providers.
If you’re not getting unsubscribed from and not marked as
spam, and you have low open rates, you might want to look and make sure your
emails aren’t getting sent straight to the spam folder.
Interested in Learning
More About Email Marketing?
If you’re interested in learning more about what types of
emails to send, when to send them, and how to cultivate a strong strategy, the
DigitalMarketer Email Marketing
Mastery course may be the perfect thing for you or your team member
responsible for your email marketing.
Find out more about the course here: http://bit.ly/DMMasterEmailMarketing
Need Help with Your
If you don’t have time to do your email marketing or need
help with your strategy, call Sales & Marketing Technologies today at (407) 682-2222 for a
free strategy session with one of our digital marketing experts.