Email is still very much an important and effective marketing tool and should be a central part of any online marketing campaign. When used alongside social media and SEO it can provide a comprehensive approach to lead generation and also help build brand and customer loyalty.
However, as with any marketing campaign, to achieve email marketing success you must spend time doing your research and planning your campaign.
Here are 5 best practice tips to help you achieve email marketing success:
1. Make it easy for your readers to subscribe:
Any email marketing campaign is dependent upon the quality of your mailing list. Collect new data at every opportunity and if you have a sign up facility on your website, keep it very simple. If your email marketing is targeted effectively, it is more likely that your emails will be opened, read and any links within it clicked on.
2. Craft your email title carefully
The first thing a new contact sees on your emails is the ‘from’ address and subject line which is the title of your email. Make sure it grabs their attention and gives them an incentive to open your email. Getting the right frequency of emails and having a good subject line will increase engagement with your business and encourage subscribers to open and read your mail.
3. Give your subscribers the information they are looking for.
Building your own opted in subscriber list gives you the opportunity to use the data effectively. You can segment your subscribers into different groups as required and make sure you send the right messages to the right people at the right time in their buying cycle. You can also use the data to help you analyse the effectiveness of your campaigns and to improve the open rate of future ones.
4. Make use of graphics with care
What works well on a website doesn’t necessarily work well on an email. A good email template design should use graphics, if required, simply to reinforce your brand or email message. Make sure any graphics used do not impede the upload time or opening time of the email and bear in mind that many email management programs such as MS Outlook do not open images by default.
5. Show you care by respecting your reader’s choices
Make your unsubscribe process clear and simple. This shows your subscribers that you value them and respect their choices. It also shows that you care about the quality and integrity of your email marketing mailings.
Using these best practice tips will allow you to achieve email marketing success in a cost effective way while creating new business and building social engagement – which will also boost your SEO ranking.
If you would like help with your email marketing, get in touch with Tyler Consultants.
