If you want to ensure that your email marketing campaigns work, try to look at some of the best practices that produce optimal results.
Personalizing emails is not really new advice. But there’s a reason why it’s always drilled down every email marketer’s throat. It is just that important.
Nobody gets turned on with a “to whom it may concern” letter. Anyone would see that you just hit send-to-batch and that everyone got the exact same message. There’s just no sincerity, genuineness, and connection with an email that looks just like a template.
If you think of personalizing emails, changing the name is the one that most comes to mind. While this is a good place to start, it is common among so many companies that it’s not that special anymore. Luckily, there are more ways you can try to personalize your emails.
Be smart about holidays and special occasions
Holidays are the busiest time for almost everyone—including email marketing people. Unfortunately, the buzz also makes it the spammiest time of year for everyone’s inbox. Holiday deals are all over the place, so this is somewhat expected, but still annoying for many subscribers.
To ensure that your holiday deals are a welcome sight to those who receive it, ask your subscribers if they want to avail of holiday-related content. You can do this with a simple opt-in option.
Timing is gold
As with most marketing activities, the way you time your emails makes a huge difference. Just imagine being sound asleep in the middle of the night, and then suddenly, a salesman comes knocking at your door. Either you’ll wake up pissed, or you won’t even hear them knocking.
The same principle applies to emails. Sending them at just the right time will make sure that they will be noticed, opened, read, and appreciated. There are several trials and studies that discuss the optimal time to send email campaigns.
These sources state that more than half of the emails are opened during work hours, between 9 am and 5 pm. The best time to send emails is in the morning between 9 am, and 11 am. Many say that the best day is usually on Tuesdays. However, this can still vary depending on your audience.
Perhaps the best thing to do is to study your email list, profile your audience, and try out different timing approaches to see what works for you.
Finesse beats frequency
Having a consistent presence in your audience’s emails is a must. However, more emails do not necessarily mean more success. In fact, you may end up overdoing and ruining things for your campaign.
Sending too many emails too frequently feels spammy and downright annoying. A good email campaign frequency is once or twice a week. Any lower than that and you’re likely going to get forgotten. Any higher and you increase your chances of being marked as spam.
Instead of trying to increase your engagement rate by increasing your email frequency, try to focus instead on the quality of your emails. Is the content useful? Interesting? Engaging?
Give your VIPs some love
Your VIPs are your biggest supporters. These are the people who always open your emails and click on the links in your content. They are the ones who sometimes share your content with their friends and believe in your work’s value.
Make sure to reward them for their support. Make your VIPs feel good by making sure that you make them aware that you see their efforts and positive response. This group of people is likely to give you valuable information through surveys and feedback.
It’s easy to reward VIPs. You can offer them discounts, special promotional codes, and exclusive content that only VIPs can access. You’ll get unparalleled loyalty by showing them some love.
Build your own email list
Don’t be tempted by offers of renting or selling email lists. It’s a trap. You and your business are better off without cheats like this.
A bought email list is a recipe for poor engagement. After all, you don’t even know if all the emails on the list are real people. On top of that, your email service provider accounts might get shut down, and major internet service providers like Gmail will most likely deny you.
If you inherited an email list, take the time to go through each address and verify if they were added organically and with consent.
It may not be the fastest way or give you the biggest list. But would you rather have a million emails with no engagement or a highly active list of a hundred subscribers?
If you think you need some help in building a proper email list, this course might help:
Consistent design and branding
However, you choose to go about it, make sure that your email campaign designs align with your brand design. Your subscriber should know that the email comes from you at first glance, even without reading it yet.
Invest in a good subject line
Your subject line is the gateway that decides whether or not a recipient will open and read your email. You already worked so hard in producing a good email. You surely would want to take the extra step to make sure that it does not go to waste, right?
There are several tips you could combine to produce the best possible subject line for your emails. One is to keep your subject lines brief -about three to five words. Write it last, after you’re done with the content, to make sure that it aligns well.
Finally, make sure that it is attention-grabbing and has a sense of urgency to it. Something that lets the reader act on is a good criterion.
Practice good email copywriting
Email copywriting has its own unique characteristics. Make sure that you are writing effective email copies that your readers will appreciate.
Email copies are more conversational and attempt to make a personal connection with the reader, instead of promotional like a brochure. Also, try to be consistent with your brand voice to establish credibility and persona.
Lastly, edit and proofread your work to make sure that all of the parts of your email copy are coherent. This includes your subject line as well as your CTAs.
To learn more about email copywriting, check out this online course:
Ditch the no-reply name
Deciding on what From name to use can be a big deal. A personal name will feel more real and more engaging to a recipient, while a company name will appear more credible and trustworthy. Either option is good, depending on your business and your overall goal in email marketing.
However, the worst possible From name you can go for is the “no-reply.” It’s like receiving an email from a robot. No one will want to engage with that.
Remember that emails are highly personal. It’s like face-to-face marketing with a person in their private space. Treat it as it is -an opportunity for you to get up close and personal with your subscribers.
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