A lot of people do email marketing but a lot of them make mistakes. In this article we’re going to go through powerful tips on how you can implement email marketing best practices. These will help you get the best results from your email marketing campaigns. Let’s get started!
Tip number one is to build targeted lists. Don’t ever shotgun email out just a broad list. You want to have very targeted lists of people that have opted in that want your content.
This is so important because if you don’t, you’re going to have a high unsubscribe rate and a high spam rate. And this is going to cause big problems later on if you start to go down that road.
So you’re going to want to make sure you have a very targeted list that you’re actually communicating with over email. And that you’re delivering to them content that they’re interested in seeing and that they want to see.
If you do that, you’re going to have a low unsubscribe rate and a low spam rate, and that’s going to really increase the efficiency of your email campaign overall.
Tip number two is don’t wait, automate. Really think about your campaigns in advance. Who are you going to send to, and what are you going to send?
That is, the type of content you send to potential customers or leads should be different than the type of content you send to your actual customers.
Also, think about general campaigns. What are you going to send on the holidays? Maybe you’re going to send things on their birthdays. What are the promotions you’re going to run for the year? You can think about all this stuff in advance, lay in that content strategy and that email strategy ahead of time so that it’s there and it’s automated.
In my experience, if you just wait to send at the moment, you generally don’t send, and you also hurry through it and you don’t send the best content.
If you really think through the type of content people want to see, you can build out that inventory and that drip campaign in advance, so it’s all automated and ready to go.
Tip number three is to personalize. Email software has ways of dynamically inserting names, and other information into the emails. This adds a level of personalization.
So you’re going to want to do that with your emails ’cause it’s going to do things like increase your opening rate, increase your click-through rate, and just increase your results overall.
Even just by inserting somebody’s name, it’s going to make it more personalized to make them feel more comfortable with the content. You can do that with most email software and also if you connect it to a CRM, it’s even more powerful and it gives you more information that you can implement to the design to make it more personal for each user.
Tip number four is to design for mobile. Some people even say you should consider every design to be “mobile first” – you make sure things look good on mobile and then you worry about desktop or laptops.
In this day and age you really need to make sure that your emails look good and load well in mobile, because most people are checking their email on their phones now rather than their computers.
So you want to have an email that looks good and works well on a very small screen.
Also make sure your main message is above the fold. That means it can be seen on the first view of the email on a small screen, without scrolling down. So on a smartphone, that’s not a whole lot of screen real estate.
You’re going to want to make sure you have your main call to action, main selling points and so on above the fold, or people might not even see them or interact with them.
The subject line is all somebody is going to see initially.
They don’t first see the contents of your email, they just see the subject in their email inbox.
So you’re going to want to make sure you’ve got something enticing and interesting for the user to click on.
Try putting yourself in their shoes. What would you want to see, what would compel you to open that email and make sure that’s your subject line.
Some good tips for subject lines are to focus on emotional triggers – curiosity, shock, greed, fear, and so on. And to make it very short and punchy.
Also studies show if you insert their first name in that subject dynamically, it’s going to increase your opening ratio significantly. Which ties back into the personalization tip above.
Here is a resource you might find helpful: a tool for checking and scoring your email subject lines. Nice!
Tip six, think about what days and times you want to send your content. Studies show that Tuesday, Wednesday and Thursday, around lunch time, 10 a.m. to 2 p.m. area, has the highest open rate.
That may not make sense for your brand depending on the type of content you’re sending out and what your promotions look like.
But that’s an option that may work for you so consider it.
Just make sure to think about what time your customers are most likely going to see those emails and open those emails. And you can then schedule your sends to be in line with that.
You might need to take timezones into account too. If your business is in Singapore but most of your customers are in the USA, then you should base your send times on USA times, not your local Singapore timezone.
Tip number seven is to make sure you have your address in the footer and an unsubscribe link.
This is an important part of email marketing rules and regulations. So if you don’t have those things, you could get yourself in trouble so just make sure that you don’t forget this part.
The last thing you want is a CAN-SPAM complaint or lawsuit.
Fortunately, most good autoresponders like GetResponse will do this automatically.
But you need to double-check and test this! Which brings us to the next tip…
Tip eight is to test before you send. Always!
You can always do a test, send it to yourself, send it to your business partner, or anyone you like, and have them check it.
Click the links in the email, read it, proofread it, make sure it looks good before you send it to everybody. Because when you send it to everybody, there’s no going back.
I’ve made some pretty big mistakes with emails in the past due to not testing and checking properly, including incorrect links and copy. These mistakes are embarassing and can be saved by a quick check that only takes a minute.
One of the cool features of GetResponse is that it includes a link checker that automatically retrieves and previews all the links in your email, so you don’t have to go and test them all separately. Though you still should send a test email to see if it looks right (on desktop and on mobile!).
Tip number nine is to study your results and analyze your data. This is very important.
Look at the opening rates on emails, past emails, and think about how you could have improved all those areas.
Look at the times that you sent it and engagement, all email autoresponders have metrics that they provide on every campaign so you can really track your results and see the effectiveness of it, make sure you look at that and then optimize and use that data for future campaigns to make them even better.
If you want a shortcut to building a huge and profitable email list, you might want to check out a training product called Supersonic List Machine. It is taught by two top online marketers and might be just what you ‘re looking for if you are a beginner email marketer.