Email marketing, including promotional emails, targeted emails, and newsletter emails, is one of the most effective marketing channels across Canada and the US. Doing it well is not easy, but it is a great way to achieve effective results. It requires effort, but the outcome is very worth it. It’s a great example of how taking the right time and putting in the necessary work can lead to success. Studies consistently show that sending regular marketing emails to a subscriber base through a newsletter is an effective strategy for generating revenue over time in the field of digital marketing.
These emails help businesses stay top-of-mind and engage with customers directly in their inbox. These essential email marketing tips can set you on a strong path to fine-tune your email marketing strategy, including emails and newsletter campaigns, as another revenue-generating marketing channel. Don’t forget to pay attention to the subject line of your emails as it plays a crucial role in engaging your audience.
1. Drive More Clicks To Your Landing Page With Clear & Focused Call to Action
The main objective of your marketing emails is to drive traffic to your landing page. A compelling subject line is crucial for the success of your marketing strategy and to avoid being marked as spam. It’s really just that simple. If your marketing emails aren’t driving clicks to your page, your email subscribers can’t be converted into customers. This is why having a strong marketing strategy for your campaigns, including attention-grabbing subject lines, is crucial.
The key to driving traffic to your landing page is quite simple: have one primary call to action (CTA) in the email message. Having multiple CTAs in email campaigns will only distract the reader and make them confused about the content of the email marketing campaigns. This can negatively impact the effectiveness of promoting products through email. When customers are confused, they will leave or delete your emails.
What you want is to guide your reader to take a specific call to action in your email marketing strategy. One way to do this is through effective email campaigns. Let’s take an opt-in example. Tease customers with the benefits they will receive from email campaigns by visiting the landing page. This is a key strategy in email marketing to engage customers with compelling content. For the best user experience in email marketing campaigns, the emails, CTA and landing page must have congruent content.
Although you’re using one primary CTA, don’t be afraid to include it in multiple locations in your email campaigns. Make sure the content of your emails is engaging and relevant to your leads. You can place marketing emails early in the email above the fold, in the middle, towards the end, and remind them again in the P.S. This ensures that your content is effectively sent to your audience.
2. Encourage Your Readers to Reply
In the old days of direct mail and email marketing, you would send out your emails to your email list, and then wait for your customers to act. Not anymore. Today, email marketing opens the door for meaningful conversations with your potential customers. Emails are a powerful tool to connect with leads and build your list. We’re talking about real customers who are interested in your business. These customers can be reached through email marketing. Sending targeted emails can help generate leads for your business. With email marketing in mind, you’ll want to encourage this back-and-forth with customers in three ways: through emails, using an email service provider.
Email Marketing Tips
- Enticing email subject lines: Speak directly to your subscribers and promise them something that will stand out. The best way to achieve this is with automated personalization in email marketing. By personalizing emails, you can effectively engage customers and increase conversions. To accomplish this, it’s important to choose a reliable email service provider that offers robust automation features.
- Use a distinctive and entertaining voice: Just because someone opened your email, doesn’t mean they’re actually going to read it. Always make sure your emails sound like they’re coming from a real person who cares, not an emotionless robot. This is especially important for email marketing campaigns to engage customers effectively. Choose an email service provider that allows you to personalize your messages and connect with your audience on a more personal level.
- Target content: Email marketing best practices are to segment your email lists by your subscribers’ demographics. This makes it easier to create email marketing messages that resonate with each customer segment’s needs and interest, making them more likely to be converted, engage with you, or at least pass it along to someone else. By utilizing an email service provider, you can effectively target your customers and optimize your email marketing strategy.
The focus here is to get people to respond. That may mean just clicking a link, but wherever possible, encourage the customer to actually reply to your marketing emails. Email marketing is the best way to show your interest in what your subscribers are thinking.
3. Personalization is Key
In marketing, it’s essential to incorporate personal elements into your emails whenever possible. Address your subscribers by name. Craft your email marketing message to dive deep, addressing their interests and needs. These email marketing practices are not only becoming more commonplace, but they’re also becoming expected.
There are many ways to achieve this personal touch:
- Most modern email marketing tools allow you to use short-codes for personalized marketing. These short-codes will be replaced by the recipient’s name once the marketing email is sent out.
- Try mixing and matching your email content by location.
- Customize your subject lines.
- And of course, be sure to segment your email marketing list by behavior.
4. Make Sure Your Emails Look Great
It might sound somewhat obvious, but you may be surprised at how many businesses still send marketing emails that look like those free, amateur websites from the ‘90s. Once you entice subscribers to open your marketing emails with engaging subject lines, it’s crucial to keep their interest, so they’ll continue to read your marketing emails. The best way to do this is:
- When it comes to email marketing, it’s important to use short paragraphs. This helps to make your content more readable and engaging for your readers. Additionally, by making sure that your keywords and any important phrases related to email marketing stand out, you can increase the effectiveness of your email campaigns. So, remember to keep your paragraphs concise and highlight your email marketing keywords for maximum impact.
- Include bullet points to help people skim the important content in email marketing.
- Use images sparingly in your email marketing – you want them to illustrate your point, not take over your content. Besides, some email providers will block marketing images or think of them as indicators of spam. So your marketing emails need to make sense even if the images don’t load.
- Ensure your marketing emails are visually appealing on both mobile and desktop devices. According to Campaign Monitor, more than 41% of marketing emails are opened on mobile apps.
5. Include Links to Your Social Media Profiles
Encouraging your readers to engage with your business on social media should be one of the key ingredients of your email marketing pie. Therefore, email marketing best practice is to include links to your social media alongside a call to action to share this promotional offer with their social media followers and friends.
Not only does this give you an added opportunity for promotion through email marketing, but it also builds trust between your business and your audience. If a visitor has already given you their email for marketing purposes, the odds are good they will also follow you on social media for marketing as well. Make it easy for them to follow you!
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6. Send Test Emails Before Distributing to Your Email List
If you want to continuously see your subscribers engage with your marketing emails, you’ll need to make sure every message sent is working properly. Double-check the appearance of your email marketing messages by sending them to employee accounts. Preferably, you should view them in several different email clients and providers (like Outlook, Gmail, and Yahoo), as well as on a variety of mobile devices to ensure their compatibility with different marketing platforms.
This is a best practice for email marketing campaigns. Sending mass marketing emails without double-checking the content is like showing up to a business meeting having gotten dressed in the dark. If your email marketing goes poorly, you won’t just look foolish; you’ll look unprofessional too!
7. Keep Track of Your Email Marketing Data
Keep a keen eye on your marketing data, like how many email addresses were undeliverable, how many were never opened, and what time of day people did open your marketing message. The tiny details in your email marketing data can tell you an awful lot about your campaign’s performance.
If you’re using Google Analytics for your website, you’ve got even more powerful email marketing data at your fingertips. Try tagging your emails with custom campaign tracking for effective marketing. This way, you can see how your emails are driving traffic to your landing pages and analyze the behavior of those people once they reach there. With this information, you can really personalize your email marketing messages for people who want it.
Here are some email marketing metrics you want to keep track of.
- Open rate – Tells you if your emails are landing in the inbox and if your subject lines grab the reader’s attention.
- Click rate – Tells you if the email content provides enough benefit for the reader to take action.
- Unsubscribe rate – If it’s too high in your email marketing, your readers don’t resonate with your message.
- Earning per Subscriber – Tells you how profitable your email campaigns are and how much you can spend to acquire a lead.
- Time of day your emails are opened – Tells you the best time to send your email campaigns to maximize your results.
8. Set Up A New Subscriber Welcome Email Marketing Sequence
There’s one email that gets read much more than any other email – the welcome email. That’s because when someone first signs up for your lead magnet in email marketing, they’re at the highest interest level.
But at the same time, they’re still a stranger to your email marketing business. They don’t know much about your brand.
The welcome sequence is an excellent opportunity for email marketing to welcome new subscribers and introduce them to your company. It’s like meeting a person for the first time. It’s just polite to introduce yourself in email marketing, so they get to know you. Use the welcome sequence in email marketing to bring new subscribers on a journey where they go from “stranger” to a “friend”.
Email providers enable you to send a series of emails that gets dripped out over time. The idea is to share what your brand is about and what they will get by being on your email list. The welcome sequence will get them up to speed and they will be more receptive when you start sending them regular email broadcasts or newsletters.
9. Increase Your Sender Reputation By Cleaning Your Mailing List Regularly
Most businesses often overlook this. They’re focused on growing their list and sending out emails, but not cleaning up the list. Cleaning up the email marketing list means purging the inactive subscribers.
Email providers like Gmail are tracking how readers are responding to your emails. When you have a low open rate or high bounce rate in your email marketing campaigns, your reputation as a sender decreases. This hurts your deliverability. Subsequently, more of your active subscribers aren’t going to see your emails because they’re getting flagged by the email providers.
Moreover, keeping inactive email subscribers means that you’re paying extra money to keep them in your email database. That’s money down the drain, spent on people who aren’t seeing your emails or no longer interested to hear from you.
Regular maintenance on your email mailing list is essential. Compile a list of subscribers who haven’t opened your emails in the last 90 days and send them a re-engagement campaign. If they still don’t respond to your email, then it’s time to say goodbye.
Removing inactive subscribers from your email list can sound scary. But it’s an important step to keep your email sender reputation high. It tells the email service providers that you respect your readers’ inbox and are not merely spamming them with unwanted emails.
The Future of Email Marketing
Even though email marketing is one of the oldest forms of communicating with your target audience, it continues to change and evolve. The root reason to start using email marketing is still the same as it has always been – to get your business out there. But the branches have changed.
It isn’t about incessantly marketing a product anymore. Today, it’s all about creating an emotional connection and driving engagement through email. Email marketing is a way to connect with your audience, build trust, and develop a relationship. You do this by showing that your business is willing to provide email solutions no other business can.
