7 Things to Start (or Stop) Doing with Your Email Marketing


January 29, 2018 By

Cheryl 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 goal.

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 personalized account.

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 emails.

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 suffer.

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 unsubscribes (yet).

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 Email Marketing?

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.

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