Our top 4 best practices for effective email marketing
If you have followed my blog for some time. You will already know that I believe email marketing is one of the most effective ways to communicate with your current and potential customer base.
As I write this post, there are around 4 BILLION email users across the world. That’s insane. To put that into some sort of context. That’s more users that Facebook, Twitter and Instagram combined.
More and more people and businesses are turning to social media to engage with their customers. I like social media, don’t get me wrong. However, I feel there is too much “noise” on social media and it can be almost impossible to reach people in an informed way.
That’s why email marketing is still key. Having some form of “list” that could can bulk email is so value. If you have built the list in the right way. People on the list have given you permission to contact them, so they are willing to hear from you.
In other posts I have touched on best practices, Or creating a pre-send checklist that you can go through as. Here are the four secrets that I believe will help you email marketing campaigns succeed.
Check, check and check again
Now, don’t worry if you have made a mistake in your email communication. You’re human it happens. With today’s vast array of app to allow people to read emails, it can be tough to make sure they are readable.
Your emails should reflect you brand and website. Designing these emails is hard and you may not know how it’s going to look on a given device.
There are apps out there that can help you visualise how your email will look in someones inbox. Are you emails mobile-responsive? Are they rendering correctly on all inbox providers? What do they look like on devices and older browsers?
Checking your emails helps you ensure that all critical elements in your build are perfected before you hit that send button.
Sending at the right time
Take some time out before sending an email to understand your recipients schedules and testing your send times can help you to gain the optimum engagement rates.
Most people will normally send the same email on the same schedule. Without showing any improvement in open rates or click rates. Make the most of subscribers’ habits and test the timings of your emails.
Test to see what works
You have probably heard of A/B testing. This is were you send two emails that differ slightly, for example different subject lines. To different smaller segments on your email list. After review the results, whether that be opens or clicks. Once you know which one performed better. You can send that email out to the rest of the people on your list.
This works extremely well as you already have an idea of how an email campaign is going to work, increasing it’s impact and overall success.
Are emails being marked as spam
Are you emails appearing in the inbox or are they being put in the spam folder? The higher the volume you send, the more common it is to receive higher bounce rates.
If recipients of your emails aren’t engaging with your content. Your email will seen this as irrelevant and automatically sent to the spam folder. On average, the more successful email service providers out there will manage to achieve an inbox placement rate of 83%.
Other specialised email service providers, such as Communicator, achieve an inbox placement average of 97%. This is where predictive intelligence comes into play; splitting mailing lists up into segments and creating engagement scores amongst recipients, to deliver to highly engaged recipients first.
This way, more emails reach the inbox. That means reputable email brands benefit from highly successful delivery rates, and who wouldn’t want to achieve 17% higher inbox placement than their competitors?
There you have it. Our four secrets to successful email marketing. Let me know if you have any other tips that I can add to the list.
Thanks for reading.