6 Email Marketing Best Practices
You’ve probably heard that email marketing best practices are dying or dead—but that’s wrong. Objectively wrong, and recent stats prove it:
- 78% of marketers have seen an increase in email engagement in the past 12 months according to HubSpot.
- Snov Labs reported that 72% of customers prefer email as their main channel for business communication.
- Welcome emails sent when first visiting a site have an open rate of 82% according to Adoric Team.
New customers are eager to know about your business and love using the sign-up perks that are usually in a welcome email.
Email marketing best practices is still evidently a great way to generate leads and convert more customers. So, how should your company be taking advantage of email marketing best practices' present effectiveness and bright future? Here are some of our tried-and-true email marketing best practices.
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2. Relationship Building
Relationship building isn’t just about getting clicks. It’s about getting to know your audience, and them getting to know you. It’s about empathizing with and understanding their perspectives and building from there with email marketing best practices. What is it that you’re providing? What do they need? How do the costs and benefits of your product or service impact their lives?
The first step of email marketing best practices would be to personalize the message. Email marketing best practices give you the chance to send an uninterrupted message, and it’s one that they’ve chosen to open, and chosen to read. They want to hear what you have to say. So, take the time to craft an email marketing best practices message that really speaks to their perspective.
Marketing automation doesn’t mean the end of personalization. In fact, automation can actually help you reach your audience on a more personal level using email marketing best practices; you can even configure your email marketing software to personalize the message to each recipient using email marketing best practices.
Segmenting your message for different groups of potential clients based on their unique needs is easier than ever with the ability to build databases complete with detailed profiles of consumers and their relationships with the company.
We all know the phrase “call to action,” and we all know we need to include one. But “call to action” doesn’t always mean “click here to buy something.” Today’s consumers are used to receiving content in exchange for their attention, which is something you can use to your and their mutual advantage. Don’t focus on trying to sell a product or service with a single email. Instead, think of that email marketing best practices as a chance to further your relationship with the consumer.
A great way to do this is to give them a call to action that isn’t just asking them to do something but rewards them for doing it. For example, if you want to opt into a newsletter, or SMS promotions, tie that to providing them with perks such as a free e-book with useful information, or access to an online guide that can help them. You can allow customers to unlock exclusive discounts or deals by using your CTA if more sales were your campaign goal. Approach creating this email marketing best practices content the same way you would with any type of product or service. Customers usually approach email marketing best practices content with one (or more) of the following questions:
- What is this issue? (Or, “Do I have this issue?”)
- How can I fix it?
- Which solution is right for my issue?
Incentivize your call to action with added value for email marketing best practices by answering these questions for your customers.
5. Know Who’s Reading, and Who’s Buying
Because they aren’t always one and the same, depending on your product or service. That’s not to say you always need to reach the direct decision-maker (although that’s ideal, it’s not always realistic). You do however need to reach someone who has an impact on the decision via email marketing best practices, whether it’s someone that will be using the product or service, someone who is part of a department’s decision-making unit, or someone who will be tangentially related to the product (like IT staff if your product is software). Hence, built a solid customer base with email marketing best practices that is specific and relevant to your business and ensure that your marketing emails land in the correct inbox.
6. Communication Comes First
There is plenty of marketing best practice guides that focus on templates, layouts, the psychology of color, branding, and so forth. These are all important email marketing best practices considerations, in any type of marketing campaign, including email marketing. But in email marketing best practices, communication always comes first. An email isn’t a billboard that flies by, it’s something that your customers and potential customers can look at their leisure—so make sure that it communicates clearly with email marketing best practices, first and foremost.
A clear subject line can establish the initial intent to draw in customers. Hence, it is important to keep the subject line concise and to the point to adhere to email marketing best practices. If you’re using email marketing best practices to promote a specific campaign, it is a good idea to maintain consistency between the email theme and the landing page theme. That way, customers don’t feel confused and click out when they are taken to a foreign-looking landing page.
Email marketing best practices is still one of the fundamental modes of communicating with customers and maintaining an ongoing relationship with the customer. Continuous email marketing best practices, yet not too frequent to be considered to be spam, can help you re-engage existing customers and build brand loyalty. There’s a certain etiquette that is recommended you follow for email marketing and with the help of marketing automation software that is available on the market currently, all these steps can be streamlined and automated to ensure that you have more time to focus on other email marketing best practices aspects of the business.