Computer with emails coming out of it and marketing stats Email Marketing Made Easy

No one wants their inbox to be cluttered with advertising. It’s your job, as an email marketer, to send your reader something they actually want. Informative, interesting, and even entertaining emails should be your goal in email marketing. But, how do you achieve that? Here are some dos and don’ts of email marketing based on some common email marketing mistakes.

We’ve got 17 proven tips to help you create an effective email marketing campaign.

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The Design

  1. Choose your colors carefully. There are countless articles about color theory and the different emotional responses color can evoke. Some say that red elicits a sense of urgency, others say that blue evokes feelings of trust. While well-placed color to draw attention to important elements, can be beneficial, it is also important to keep it simple. Remember to leave sufficient white space for your viewers to rest their eyes.
  2. Consider your target audience when using images. Some email programs are more prone to block images than others. It’s also worthy to note that images might be more welcome in a product-based email as opposed to an informational email. Perhaps you only need one eye-catching header image to draw the reader in, or you might receive better click-through rates (CTR) from emails with heavy product images. Find the best solution for you and never be afraid to split test with small groups. Be sure to compress any images you use so that your emails can load quickly and efficiently.
  3. Always consider mobile when designing your email marketing campaign. 50% of all online content is viewed via mobile. Therefore, email marketing in 2020 must be optimized for mobile. There are many services that can help you with this process, such as MailChimp. MailChimp provides previews of your email on desktop and mobile, and now even in different inboxes. Every day, more people are moving to email browsing on their phones, so don’t miss out on these potential customers. Some tips:
    • Use short subject lines
    • Create single-column designs
    • Add graphics under 600 px
    • Use larger fonts

Subscribers

4. Data mine your email list and split your audience into various segments based on any profiling data you have. This will allow you to be more strategic with your messaging and effectively increase your chances of opens and CTR. Even if you don’t have profiling, look to geo-targeting. Various regions respond differently to different types of messaging.

5. Using a double opt-in strategy for your email marketing plan is the best way to see if your customer is truly interested. This will protect you from spam complaints and may possibly save your website from being shut down due to unsolicited emails.

6. Get in touch with your subscribers at certain intervals and confirm with them that they are still interested in receiving emails from you. It’s recommended to do this every nine months. This way, you can be sure that you are not being seen as a nuisance. This also guarantees that the people on your subscriber list have a genuine interest and are not false subscribers taking space within your list.

7. Opting down is a great alternative to opting out. Some customers just don’t want as much attention as others. That’s okay. This is where the option to not only unsubscribe but to change email frequency. This can help you retain subscribers and keep them happy.

8. Never stop building and tending your email list. Your email list can be like a good year-round vegetable garden. Always be looking for the weeds to pull and where you can set your next crop down. Make sure to follow these tips:

    • Remove old and inactive subscribers
    • Check for typos that can easily be fixed (.con vs .com)
    • Build opportunities in all marketing to gather more emails
    • Make unsubscribe easy

The Message

9. Start with a well-thought-out subject line. Personal subject lines help the viewer feel like they are being spoken to directly. Subjects lines that convey a sense of urgency such as “Last Chance!” capitalize on FOMO, or a fear of missing out. It’s also important to be concise. Communicate your message quickly and effectively. This often determines whether your email will be read or not.

10. Most marketing professionals know the value of making a personal connection in their marketing, but it is not easy. By personalizing you are doing the best thing you can to increase the effectiveness of your efforts. Stats show well-crafted emails with strong personalization are 6 x more effective with a 14% higher click-through rate, and a 10% higher conversion rate.

11. Make a clear and memorable impact with every email, keeping your marketing messages short and sweet. Every email should have a very clear message and should only include information, media, and links that are completely relevant to that message. A succinct but convincing email will be easier for your readers to absorb than a windy message that tries to force too many points. If you have more to say, link them to a landing page on your site. This gives them access to more information if they want it, but they also have the option to opt out if they don’t.

12. Avoid the spam filter by knowing how they work. Spam filters don’t mean to stop your mail. They are in place to stop malicious or unauthorized senders from filling up your customer’s inbox. Filters are more sophisticated and making sure your message and tech work together takes expertise and regular monitoring. Keep yourself up to date on the trends that spam filters are watching for. By crafting the message and watching out for unintended “spammy” content, you increase the odds of your message coming through.

Don’t forget to make sure your DNS follows the latest guidelines so the filter knows the source of the email is legit.

13. Timing can be everything. Studies show that the best times to send an email campaign are generally around 10 am or 6 pm. When most people are starting and ending their workday. The more time between deploying your email and a customer checking their email, the less chance it will be read. Depending on your customer profile, the key to success can be all in the timing.

The Sale

14. Always include a call to action (CTA). If your email does not warrant any action, there is a good chance that none will be taken. Find something that will benefit your customer, making them want to click. This is another great place for time-sensitive offers that encourage the viewer to act quickly.

15. Email is a great marketing tool, but it is not an arena where the hard sell is appreciated. Never pressure your subscribers into buying. Put sales pitches at the tail end of your emails, especially if your readers signed up with expectations of informative content. Consider email as a tool to cultivate interest, not instant sales.

16. Your landing page should live up to the customer’s expectations. The subscriber is obviously interested in your product if they have clicked on the link in your email. You do not want them to be disappointed by clicking on the link and finding the page to be something other than expected. This may increase your site’s bounce rate = not good!

17. Use confirmation emails to make a soft sell. When someone signs up for your newsletter or completes an action that warrants a confirmation email, add something of interest to them such as a coupon or a link to more relevant information on your site. This can encourage them to act, moving them closer to a sale.

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Questions?

Ready to start email marketing in Lafayette, LA but don’t have a platform or a design in mind? Firefly can help you! If you need some help getting your account or template set up for your newsletter, feel free to reach out!

Let’s Talk!