If you're looking to grow your business, then nurturing your current email list is one of the best ways to do it. To have a successful, thriving email list that grows your traffic and increases your sales using in 2020 and beyond, you need to follow some email marketing best practices.
Whatever the purpose of your website, whether it's for promoting your services, selling a product, or writing a blog, you should always put effort into building your email list. Once you start growing your email list and incorporate an email marketing strategy into your business, you’ll want to create the best email marketing campaigns possible. The goal is to engage with your subscribers, nurture them through your customer journey, and convert them into customers. Delivering valuable information that educates your subscribe about how you can benefit them is the best way to accomplish this goals. If you've never tried email marketing , now is a good time to implement email marketing as part of your overall marketing strategy.
What is Email Marketing
Email marketing has been around for quite some time. It's a form of direct mailing using email rather than the post office.. It helps connect you with potential leads and turn them into customers. Email marketing campaigns nurture them through the stages of your marketing funnel to convert them from leads into customers. Part of an email marketing strategy is to send emails to prospective customers to help them become loyal customers who repeatedly purchase your products or services. Email marketing is the number one communication channel from many small businesses. At least 99% of consumers check their email on a daily basis. That isn't true about any other form of communication.
With email marketing, you own your list and have control over how you connect with your customers on your list. With other forms of marketing such as social media channels, you’re at the mercy and whims of the CEO and corporate board. You have no control over how you can communicate with your customers as they can change the rules at any time. For example, one customer recently reported she'd been locked out of Facebook for writing too many responses in a set period of time. As long you follow the best practices for email marketing, you don’t have to worry about your messages not being delivered.
How Email marketing Helps Your Business
Busy marketers swear that email marketing is the best marketing strategy they've ever used. They say this for good reason, email marketing has the highest RoI of all marketing channels. Getting instant results is not the goal of a well-put-together email marketing campaign. Reaching for instant results can often end up costing you more time and money in the long run according to Tara Chiarell
In this post we'll outline 9 best practices for improving your email marketing campaigns and how to implement them into your marketing strategy.
Email Marketing Best Practices
1. Don’t Purchase a Contact List
The number one thing to remember about email marketing is to don't ever purchase a contact list. The goal of an email marketing campaign is to get the people on your email list to open your emails. If you buy information to create an email list, you skip past the step of relationship building. In marketing you have to build your know, like, and trust factor on a solid foundation if you want to convert leads into customers. With a purchased email list, the people you send your emails to are not likely to open your emails because they don't know you. You need to earn their trust before you can try to sell to them. If you skip the trust earnings stage and go straight to selling your email marketing campaign is going to fail
2. Determine the Best Time to Send
When researching email marketing newsletter best practices, you’ll find the best time to send your email marketing campaigns is on Tuesday at 10 am. So, everyone sends their email marketing campaigns out at 10 am every Tuesday. Guess what? Your subscribers are now getting slammed with emails every Tuesday morning and don’t bother to open any of them. Research also suggests that the best time to send emails is on Thursdays at 8 am. But guess what’s going to happen if everyone switches to this new research? Same thing! So, if you shouldn’t follow the recommended best times for sending your emails, then when do you send them? Send them at the time that works for your subscribers list. I can see you scratching your head because that really didn’t answer your question. What you need to do is choose a time and just get started. Check your metrics and see how well your subscribers responded to your email. Then test sending your emails at a different time and check your metrics. As you A/B test your email marketing list, you’ll discover what time works the best for your business.
3. Follow a Checklist
Create a process for sending your email marketing campaigns. This is one email marketing best practice you should never skip. Follow a checklist you review and follow for every email marketing campaign you send out. Automating your process is extremely important to the success of your business and your marketing strategies. As you work through the process of setting up your next email marketing campaign, document the steps you take and refine it until you have a well-established process you follow for every email marketing campaign. This ensures that before you press send you know it'll be the highest quality for your brand. If for some reason you make the inevitable mistake, you also need to have plans for what you'll do when things go wrong. Planning an apology email to correct an error might be an appropriate response and when it's executed appropriately maintains trust with your customers and it even adds a little humanity to your business.
4. Test Your Emails Before Sending
Before you send your email out to your entire list, send a test email to yourself. While this might seem like a basic step to take, you’d be surprised at how many businesses skip this step and hit the send right away. Test your emails before you send them even if you have a creation process checklist. This helps you to proofread your own emails and see any problems that might occur before sending. Check for any typos and make sure the formatting looks good on both your desktop and your smartphone, check that your images show up, and ensure your links working. Finally, make sure it is on target with your brand.
5. Create Welcome Messages
Welcome emails help you connect with your new subscribers and reassure them that they are subscribed to your list. Create automated welcome messages to establish a relationship with your new email subscribers. When you receive a new subscriber, they should receive a welcome message along with other important information. This information will vary depending on the context of how they subscribed to your email list. Depending on your marketing funnel, you may have several types of email welcome messages you send. According to data from Get Response the average open rates are above 80% and click-through rates around 20 to 25% when you send welcome messages.
6. Track Your Metrics
One of the most important email marketing best practices you should follow for all parts of your marketing strategy is tracking your metrics. When using email marketing, the metrics you’ll track include: click and open rates, as well as subscribes and unsubscribes, along with other important metrics. As mentioned before you also want to track day of the week and time of the day when you email subscribers open your emails to optimize your best sending times.
7 A/B Test Your Campaigns
Testing two versions of your email marketing campaigns will help you determine what your subscribers respond to. This information will help increase your open rates and ultimately increase conversions. Some information you’ll want to test include: subject line, calls-to-action (CTA) in your email text, time of day as well as day of the week, and even your email template. These factors are relevant to the success of your email marketing campaigns. With an ecommerce store, you’ll also want to test softer CTAs such as “Learn More” instead of “Buy Now”.
8. Segment Your List for the Best Customer Experience
Make sure you're sending relevant content to your target audience in your email marketing list. Once a user has signed up to receive your lead magnet, newsletter, or purchase a product, they should be segmented automatically. This ensures they receive content relevant to their interests or to the stage of their customer experience journey.
9. Develop a Routine for How Often You Send Emails
Your email marketing campaigns should be automated based on the email marketing funnel they are segmented into. For example if they click a link and download one of your lead magnets, your welcome message should automatically be sent to them which would also trigger a drip campaign to nurture them through to the next actions you want them to take.
Another example would be the purchase a product from you which would trigger an order confirmation and shipping notifications. They should also automatically be segmented within your email platform to receive emails related to their purchase or interests. This helps keep your brand in mind when they’re ready to make future purchases.
To ensure your subscribers receive regular contact from you beyond the automated messages, you need an email marketing calendar that drives your email marketing campaign. This will determine how often emails are sent and to which audiences they're sent to. An email marketing calendar also ensures a consistent flow of information from you to your leads and customers.
Use These Email Marketing Best Practices to Improve the Effectiveness of Your Email Marketing Campaigns
Email marketing converts leads into customers better than other marketing methods. Creating effective email marketing campaigns doesn't have to be a difficult task. By applying the best practices we mentioned, your email marketing campaigns can stand out, get delivered, and increase conversions. So which of these email marketing best practices will you focus on first?