Email Marketing Do's and Don'ts For Effective Email Campaigns
Email Marketing??? Email Campaigns???? Are they still effective? Yeah!! Very much infact it is one of the most result-oriented marketing practices that marketers and entrepreneurs prefers over other marketing tactics.
When looking to grow a business or attract new customers, marketers know email will deliver. Email is the marketing channel generating the highest ROI. In fact, for every $1 spent, email marketing generates $44 in ROI and is easy to use and get started with.
When it comes to marketing your promotions and interactive marketing campaigns, email is one of the most powerful tools for advertising. But; it takes skill to understand how to harness that power and make your emails as effective as possible.
Important Do’s And Don’ts To Keep In Mind For Effective Email Campaigns
Do Write Compelling Subject Line
This is often the first impression and it is as important as the content of your email. An interesting subject line has the potential to influence your recipients toward following through to connect with the content of your email and what you have to say.
Do Make Your Emails Mobile-friendly
More and more, information are consumed and transactions are made on-the-move through mobile devices. It is therefore important that your emails can be viewed and read properly on these handy devices and with optimized features where possible to impress on your potential attendees.
Do Personalized Your Emails
Write it from a second-person point-of-view, staying casual while focused on your objectives and consistent with your brand voice. It is important that the ones receiving the emails feel valued and there is somebody on the other side, not just a machine and impersonal. You can also include a signature and all the necessary contact information.
Do Make Sure To Segment Your List
Segmenting your audience allows you to create more targeted messages for different groups, leading to better open rates, engagement and improved deliverability.
Do Proofread Your Emails
Of course mistakes happen but they should be avoided as far as possible especially since, once emails are sent, they are out and impossible to fix them. Too many mistakes can appear to be unprofessional and can influence badly on the attendees’ decision to follow through.
Do track and analyze your data. Keep thorough records of all emails sent with all the relevant data you can gather with regards to the open, click-through, revenue and conversion rate. With the help of a data analytics tool, you will be able to analyze the trends in order to find out which approach works better and/or make informed decisions about your current and future email campaigns strategy.
Don’t Assure Having A High Open Rate Means Success
It is great to know that the email was opened but was there any follow-through or did it translate into an enquiry or registration?
Don’t Send Emails Without Defining Your Audience
Your product or service may be ready for promotion. But be forewarned; make sure your email’s copy, images and calls to action are directly attuned to what you want the reader to do. Otherwise, you risk having your email ignored, deleted, or even worse, your customer will unsubscribe.
Don’t Buy Lists Of Contacts
It is a bad idea and invasive to send emails to anonymous contacts since you do not have their permission or their expressed interest. Therefore, it is likely that you could get your emails flagged as spam. You also do not wish to antagonize people and gain distrust from them. It is a much better idea to get consent and build your list of potential attendees with vested interests in your events. Grow your lists organically instead.
DON’T Stuff Your Mails With Tons Of Links
While it may seem like including lots of links throughout the message would help boost engagement, the reality is that less is more. Lots of links are difficult to navigate on desktop and practically un-clickable when on a mobile device.
Don’t Send Email Without a Clear Call to Action
How can you expect a user to convert if you don’t tell them what to do? Your click-through rates will be higher when you entice recipients with something of value.
Complex code, moving graphics, and video may seem like an engaging way to catch your audience’s attention and stand out, but the chances of everything you want loading correctly and quickly are slim. Your audience members check their messages through a variety of email providers on myriad devices. Instead of seeing a cute graphic, they may see only a gray box.
Try to keep your email campaigns as simple and clean as possible. If you have an amazing video that you want to share, take a screenshot and link to the actual video on your website. Your click-through rate will be higher and your readers will appreciate not having a massive, bulky email in their inboxes.
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