In 1971, the first email was sent, since then email has become the preferred means of communication. Today, email is a primary driver of communication between businesses and prospects. Whether it is B2B or B2C audiences, email no doubt drives the sales/marketing cycle for any business. For this reason, you need to keep up to date with the latest email marketing trends and practices.
Planning an effective email marketing campaign requires that you assess several factors. These factors include contact segmentation, campaign tempo, transactional emailing, as well as the right tone for your audience. In this we post, we share our top 7 email marketing best practices to help you grow your subscriber base. In particular, we address how you can do so via improving your email deliverability rates building custom email lists, and responsive email design.
A. Say No to Buying Email Lists
Often, shortcuts cost more than the longer route. So, avoid the temptation to buy your emails list as doing so can kill your email marketing efforts. Often as a marketer, you will be tempted to buy email lists. But you should be aware of the risks this involves especially with unknown subscribers. On the other hand, marketing to cold contacts can lower your conversion rates, increase unsubscribe rates as well as bounce rates. What’s more, email servers may mark your emails as spam. Typically, 90% of targeted contacts don’t respond to cold emails or cold calls.
Ideally, you should invest your time and efforts in building your own email lists. Doing so confers tremendous benefits as you get to understand contacts and prospect lists better. Not only do custom lists let you remain on top of your email campaigns, but also you get to know your audience’s interests, needs, as well as exercising greater control over your budget.
But how do you build custom contact lists? You can do so by embedding email sign up forms on your blog, website, landing pages, social media platforms, and pop-ups. By building your own custom email list, you increase your whitelisting chances as well as reducing spam count rates.
B. Communicate Frequently With Your Audience
Once prospects sign up, it is important that you initiate communication and maintain the channel open. In this way, subscribers get to know what to expect and how often. Avoid prioritizing quantity over quality when reaching out to your subscribers. Instead, focus on quality emails to capture and engage the interest of your subscribers as you move them along the sales funnel.
Tip: knowing when to email your prospects is a daunting task. But overdoing it can lead to decreased subscriber rates, brand awareness, and decreased conversion opportunities. Use brand engagement metrics to automate recipient preferences based on factors like time, content, and user triggers.
C. Provide Value
Offering relevant and engaging content to your subscribers is an effective way of growing your lists. Providing value lets you grow valuable and genuine subscriber leads as well as reducing unsubscription rates. Desist from asking for too many subscribers’ details when they sign up to an email list. Limit the number of details to only email or in most cases a name and an email address.
Tip: your business niche should determine what type of the content you provide. You could offer for example case studies, whitepapers, free product trials to enhance an audience understanding and interest. Always include a scene of urgency to boost your chances of new subscribers opting in.
D. Exclusive Offers to Loyal Customers
Once you obtain a list of subscribers, you should differentiate loyal subscribers from occasional ones. Strive to make your loyal subscribers feel special as a method of increasing trust and excitement. Also, continue encouraging them to check for brand updates regularly. Doing so will help you build a niche community for your brand.
E. Combine Unique Subject Lines with Engaging Email Content
Initially, subscribers look an email’s sender and subject line fields before opening it. Most ESPs offer subject lines of between 40 and 60 characters along with an email’s opening line. Take advantage of this provision by including concise and arresting subject lines, as this is your first chance to pique your reader’s attention and creating interest in your brand. For example, you could use questions along with subscriber relevant content.
F. Don’t Forget to Include Unsubscribe and Subscribe Options
Despite sending engaging and interesting content, some subscribers never respond to your email campaign as often as you would like. Then one day, out of nowhere, they unsubscribe from your mailing list. This is a quite common occurrence for email marketers. Although you might desire 0% unsubscribe rates, always include unsubscribe options in your email campaigns. Doing so makes the unsubscribe process easy for your subscribers.
G. Obtain a Dedicated an IP Address
Encourage your email marketing team to learn about dedicated IP addresses. Before getting started with email marketing, it is important understanding about email deliverability. Why is this so? Email deliverability rates depend highly on the reputation of a sending IP address. If your reputation is bad, you will have low email deliverability rates and ranking too. And the opposite is equally true. So, to increase the effectiveness and performance of your email campaigns, you should strive to create and maintain a good IP reputation. Otherwise, your email campaigns will never end up in your prospects inboxes. But how do you determine when you need a dedicated IP address?
Tip: you need a dedicated IP address for sending high volume marketing emails. For instance, you could be sending over 250,000 emails per week. Remember email volumes determine the reputation of your IP address. As part of your responsibility, you need to ensure that all emails are sent to authentic email addresses. ESPs typically monitor dedicated IPs to ensure that your emails have high delivery rates.
And in Wrapping Up…
And there you have it, our list of top seven email marketing best practices. We hope you include the above practices in your email marketing effort. Although you might be using some other email practices, you will benefit handsomely by including the above practices too. So, tap these practices to spread the word about your brand!