Email is an effective, affordable marketing tactic that has remained a top strategy for years. It has influenced many consumers and propelled many brands to the top of their category. But while it’s held its ground for some time, it’s certainly changed over the years.
To keep up with times, you must adapt to tech changes and implement new tactics. Here are seven email marketing tips to ensure success for your email marketing campaigns.
According to KJ Dearie, product specialist at Termly, one of the most important steps an email marketer should take is adhering to the CAN-SPAM Act, a law that outlines seven requirements for business emails.
“Broadly speaking, the CAN-SPAM Act requires marketing emails to be clear in both content and intentions and to give recipients the ability to unsubscribe from the emailing service,” Dearie said. “The act also dictates the need for business owners to ensure that any third-party email marketing service they employ adheres to the CAN-SPAM standards or risk penalization, the likes of which could be as steep as $40,000 per offending email.”
It’s best to make yourself aware of these risks before it’s too late. It’s as simple as familiarizing yourself with the act and ensuring you don’t overstep its boundaries.
When crafting your emails, keep your target audience in mind. However, this isn’t just one group of people; rather, it should be several groups of consumers categorized according to preferences and interests, a process known as segmentation.
“Do not blast messages to everyone on your list,” said Maria Mora, content director at Big Sea. “Break lists up depending on where your contacts are in the buyer’s journey, and segment based on what you know about them. Then tailor messages that are appropriate to those contacts at the right time.”
The first thing customers will see is your subject line. If it doesn’t pique their curiosity among the swarm of other emails in their inbox, they’ll likely delete it.
To create an attractive subject, Ryan Gould, vice president of strategy and marketing services at Elevation Marketing, advised getting personal with customers by being upfront about who you are and what you can do for them.
“Customers really don’t care about what your email is offering. They just want to know how it’s going to benefit them,” he said. “If that is coming across clearly in the subject line and it’s paired with a sense of urgency, such as a time limit, odds are they will want to read more. Using questions … and mentioning current (and relevant) events are also excellent ways to pique readers’ curiosity.”
Once you’ve come up with some good angles, it’s time to put them to the test. With A/B testing, you can experiment with two variants, such as two subject lines, to discover which performs best.
“When sending email campaigns, it’s important to find out what works for you and your audience,” said Sean Nichols, marketing manager at SiteVisibility. “A/B testing is the best way to do this and can … increase your open rates and clicks.”
Rather than blindly choosing what you think might perform best, run A/B tests so you can curate your information in the future.
“Through A/B testing, you’re able to test a variety of things, like subject lines, who the email is sent from and when the email is sent, but perhaps most importantly, you’re able to test the content within the email,” he added. “Here, you should test things like call to actions, the images included, the text used to convey your message and the layout of the email itself.”
Nichols recommended testing just one part of the email (e.g., subject lines or images) at a time so there aren’t too many variables. This ensures more accurate results.
Read more: https://www.businessnewsdaily.com/6887-tips-for-email-marketing.html