Since its inception, email has remained one of the best and most dependable methods for reaching and interacting with customers. Email is very easy to use, but it is also easy to mess up if you don’t take into account the insights and data that it provides. To prevent this, we’ve come up with a few of the major do’s and don’ts associated with email marketing to ensure that your campaign is as successful as possible.
Don’t send emails during peak times
While it may seem like a good idea to flood your subscriber’s inboxes with emails at critical parts of the day to keep your brand fresh in their mind, in reality, email blasts like these hurt more than they help. Not only can the constant barrage of emails turn a customer off, and in some cases drive them to unsubscribe, but you also run the risk of having your campaigns flagged as spam. Worst case scenario you can be blacklisted by ISP’s, or internet service providers, which would severely impact your deliverability rates.
Do gradually increase email outreach around events or anticipated busy times
If your company experiences a busy season or has major events, planting the seed in your customer’s head and nurturing it in the months leading up is a much better and less abrasive approach. That gradual approach allows you to spend a lot of time building awareness and interacting with the segments of your audience, old and new, who are most likely to engage with that information.
Don’t send the same email to all of your subscribers
One-size-fits all emails may have been an effective strategy when email marketing was in it’s beginning stages, but this is no longer the case. Sending the same email to all of your customers regardless of their interest is one of the biggest reasons subscribers unsubscribe and flag your emails as spam. With all of the marketing tools available, marketers should know better than to send emails that are irrelevant to segments of their subscriber list.
Do practice audience segmentation and personalization
Personalization has quickly become one of the most important parts of marketing. Customers want to feel like a brand has their interests at heart and sending targeted content is one of the many ways to solidify a relationship between customer and company. Additionally, by segmenting your audience, you can really learn more about their pain points and craft content that directly speaks to topics they are interested in. Not only will you experience an increase in deliverability rates, but your conversion rates should also go up as well.
Don’t keep emailing subscribers who aren’t engaging with your content
Consistently emailing subscribers who no longer engage with your content can really have a negative effect on your email reputation, especially when it comes to the accuracy of your open rates. It is worth it to analyze how often subscribers are opening and responding to your content. From there, you can adjust your strategy and the number of emails you send accordingly.
Do keep your lists clean
Not all customers that sign up to receive your emails will interact with them, and that’s okay. In addition to monitoring customer engagement, cleaning out inactive subscribers will help to keep your list healthy and metrics up to date.
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