Email marketing is still one of the marketing methods with the highest conversion rates, so you just can’t afford to go wrong. Let’s dive in to check best practices
In 2020, Email marketing is still the king of all marketing channels. While email marketing might not seek the attention that some newer marketing channels get, it’s still a terrific method for you to generate leads and convert more prospects for your business. Although email marketing has an incredibly high ROI, such success is majorly dependent on strategy. Without utilizing email marketing best practices, you might find your email marketing efforts produce lifeless results.
When email marketing is done right, it can supplement your other marketing efforts and enable you to contribute positively to the bottom line for your sales team.
The email has made its way from being simple messages between academics to a worldwide academic. In 2019, global email users added up to 3.9 billion users according to Statista, 2020. This figure is expected to grow up to 4.3 billion users in 2023. That’s half of the population of the world. This statistic clearly shows that email marketing is an opportunity that you should not be missing out on.
Email continues to be the fundamental driver of customer retention and acquisition for small and midsize businesses. As per the data presented by Emarsys, 2018, 81% of SMBs still depend on email as their primary customer acquisition channel, and 80% for retention.
With all this in mind, I want to share the best practices of some of the top email marketers that you can use to generate more leads for your business. Now let’s have a look at the Best practices done by top Email marketers to drive better results,
Abstain from Using ‘No-Reply’ in the sender’s email address.
Do you know about CAN-SPAM? This longstanding piece of legislation is a popular and significant guideline for all email marketers in the United States and still, many companies are trying to comply with it. One important rule that CAN-SPAM has, is to never use the words “no reply,” or a similar phrase, as your email sender’s name, for example, “email@example.com.”
“No reply” in an email message prevents recipients from responding and even opting out of further emails, which CAN-SPAM secures their entitlement to do at any time. Rather, have even your automated emails come from the first name like firstname.lastname@example.org. Your customers are substantially more likely to open emails if they know they were written by a human being
Personalize the email greeting
How frequently do you read emails that start, “Dear Member”?
You might segment your email audiences by the kind of customer they are user, member, subscriber, etc., but it shouldn’t be the first thing recipients see in your organization’s messages. Personalizing the greeting of your emails with the first names of your contact grabs the attention of each reader right away.
Don’t worry, personalizing a greeting line on an email with 50 recipients’ names doesn’t mean you’ll have to manually type and send 50 different emails from now on. Many email marketing tools presently allow you to configure the greeting of your email campaign so that it automatically sends with the name of the individual on your contact list, so everyone is getting a personal version of the same mail.
Conduct A/B Testing
If you can’t seem to expand your email’s open and click-through rates, a couple of things might be going wrong: You’re not emailing the right individual, are you buying your contact list? if yes, then you must stop doing that right away, or the content of your email needs to be improved. To begin with, focus on the latter, and conduct an A/B test.
A/B tests, or “split tests,” can be utilized to improve almost any of your digital marketing content. In an email, this test effectively splits your recipients into two groups, Group A gets the normal newsletter, while Group B receives the newsletter with a particular variation. This variation tests to check whether your audience would be more or less likely to take action if your newsletter was different.
Allow recipients to subscribe to your newsletter
You may think that ‘wait if they got the email, shouldn’t they have already subscribed?’
Usually, yes, and therefore adding a “Subscribe” button to your email does not help those who’ve already subscribed to receive your emails. But great content is shareable content, and if your present subscribers are forwarding your emails to their friends and colleagues, you’ll want to enable them to subscribe, too.
Add a small but visible CTA that permits an email viewer to subscribe to the newsletter if they received this email from someone else. But remember, because your newsletter should already be driving another action, like downloading an ebook or becoming a member of a community, make sure this “Subscribe” button doesn’t distract or confuse users, weakening your primary campaign goal in the process.
Regularly clean your mailing list
Some of your email contacts probably might not opt-out of your email campaign, but still, never open your emails. It’s tempting to email as many individuals as possible to reach more prospects, yet keeping your least-engaged recipients on your mailing list can kill your open rate. People who never open emails make your campaign look worse as you’re not analyzing the quality of the campaign against your most loyal recipients.
Analyze who hasn’t engaged with your emails over a specific period of time, and remove them on a regular interval. This gives you a more precise email open rate and keeps your email campaign clean of the people who are least interested in hearing from you.
There’s never only one simple solution when it comes to email marketing.
It’s about experimenting with different tactics and figuring out what works the best for your firm.
Hopefully, you can utilize these practices to find out what’s best for your company. Improve your email marketing campaigns by enhancing your email marketing efforts.
As technology continues to improve and deliver more complex capability, it’s becoming harder to really point out the best practices of email marketers as they shift and adapt.
Having said that, one thing we know for sure is that email marketing is now a core part of marketing strategies of most brands and that the majority of the companies will be using automation and AI to further out-compete other businesses for the much-coveted attention of worldwide, online audiences.
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ABOUT THE AUTHOR
Aashish is currently a Content writer at Martech Cube. He is an enthusiastic and avid writer. His key region of interests include covering different aspects of technology and mixing them up with layman ideologies to pan out an interesting take. His main area of interests range from medical journals to marketing arena.