1) DEFINE YOUR AUDIENCE
Define your audience and know what kind of content they would want to receive. Would they be interested in blog posts? Guides to the latest advancements in your industry? Exclusive offers? When you understand why this style of content is what resonates best with this audience, you can then define what your goals are. If you’re not connecting directly with your audience, it could result in them moving you to spam.
2) KNOW YOUR GOALS
Before starting an email campaign, you must understand your goals. If your goal is to convert people to customers, make sure you have a clear call to action (CTA) that attract your audience and tell them exactly what to do.
Without having links that direct website traffic to specifically designed landing pages, it is difficult to convert visitors to signups or customers. Make sure that any CTAs are relevant and lead on from readable and engaging text that makes the user want to click. Also, make sure they are clear CTAs. For example, if you are making links in the text, ensure these are obvious, e.g. bold text.
4) DON’T OVERUSE IMAGES
Majority of recipients on your email list will not see the images included in your emails, which can result in wasted space. Don’t rely on images to give the whole message, and don’t put any messaging that is essential for the user to convert on images, e.g., click here/download here. Instead, you should rely more on HTML to communicate essential pieces of information to convert receivers to users of your product/service.
5) MAKE IT EASY FOR RECEIVERS TO UNSUBSCRIBE
This may sound like something that you don’t want to do, but you really should give the user an easy option to unsubscribe. If a receiver doesn’t feel your content is relevant to them and they try to unsubscribe but can’t find that option, they could mark you as spam. Every time a user marks you as spam, your reputation falls and makes it harder for your emails to make it to inbox instead of junk. If you aren’t confident that your content will keep a user interested in what you’re sending, you really shouldn’t be sending it. If you find you have a lot of users unsubscribing, it means you know that your email strategy needs to be reconsidered.
6) KEEP YOUR TEXT SHORT
Majority of email receivers won’t read the full text of an email, they will scan for key points. You should keep your text in either short paragraphs or snappy bullet points and use bold/colour to highlight keywords that are important for the message you are trying to convey.
7) KEEP YOUR LIST CLEAN
Make sure incorrectly formatted email addresses are flagged and removed. It isn’t uncommon for people to put in false email addresses, or to simply make a formatting mistake. Keeping these emails in your email lists will increase your undeliverability percentage and could push you into spam folders.
8) CONTENT MARKETING STARTS WITH THE TITLE AND THE SUBJECT LINE
When your email goes to your client’s inbox, the first thing they notice is your subject line. You don’t get more than a few seconds to make them curious. Therefore you need to capture them from that subject line. The title is also important, should you manage to get the client to open the email. The subject line will make your audience click and open the email, so the title should convince them to read the rest of your content. And don’t forget about click-through-rate (CTR) tips, such as adding an emoji.
With technology forever improving, the sophistication of various marketing automation tools has helped many businesses’ marketing efforts. By utilizing automation platforms, segmenting email lists and personalizing automated emails has never been easier or more rewarding in terms of lead generation. Not only is this rewarding, but it is also resource saving in terms of staff time spent on email campaigns.
10) CONSISTENCY IS KEY
As with any other piece of marketing material, you need to ensure your branding is consistent not only in design but also in the tone. By this, we mean using the same fonts, colours, images, messaging, voice, logo and tone that is used across your website, social media and any other marketing channels readers may associate with your brand.
11) ANALYZING YOUR RESULTS
Understanding what works and doesn’t work for your email marketing is essential in creating the ultimate strategy. Utilizing your results is the best way to understand what works best and what you can improve. Recreating your best-received ideas is a key way to engage more users, and continually testing new ideas/designs/techniques is essential when considering a strategy that can compete against industry competitors. You should continually analyze data (every week) to ensure you can adjust your campaigns. Our platform offers marketing automation and a complete CRM system, which can make a massive difference in understanding what works for your email marketing campaigns (link guide to our packages?). Our various packages and service packages allow you to select the perfect option for your specific needs.
12) TEST EMAILS BEFORE SENDING TO YOUR MAIN LIST
Sending an email to discover there are issues with the layout, text, imagery etc. is a disaster, let alone discovering it is going straight to a spam folder. Before sending emails to your desired lists, send test emails to an email on each of the big email providers (Gmail, Hotmail/MSN, Outlook, etc.). Also, include any other providers who a significant number of people within the segment are using.
13) TEST LIST PROVIDERS
If you are considering purchasing an email list, don’t jump the gun and buy the full list, test sample data first. You don’t want to spend money on a large list to find out the quality of the contacts is poor. Also, ensure you’ve done your homework on providers. If something feels off, it probably is. If you see lots of excellent reviews that sound very similar and are left by accounts who have one review, chances are these are falsified reviews. If you see lots of negative reviews that have noted issues with lists etc., then chances are you should avoid this company.
14) USE SOCIAL DATA TO ENRICH CRM
Marketing automation has been the buzz marketing term of 2018, but how do you successfully automate your marketing if your CRM data is outdated? Data gained from the social channel is in real time and up to date, giving you an overview of customers current interests. Obtaining this data allows you to analyze their behaviours and discover when the right time is to deliver relevant content (e.g. emails and social posts).
15) MOBILE FIRST APPROACH
With the majority of people accessing information on their mobile phones, it is no surprise that ensuring your emails are optimized to be viewed on mobiles is a top email marketing top. In 2016, email opens on mobile reached 56%, and that statistic has continuously grown since then. Ensuring that your emails are clear and consistent on desktop AND mobile is essential to providing a consistent and positive user experience. Our platform allows you to preview your email templates in various views, which means you can optimize for both desktop and mobile in one easy to use campaign building area.
More from Zymplify: