Email marketing is one of the oldest marketing techniques and it remains relevant and effective. It comes as no surprise that many marketing professionals still prioritize email campaigns. Some of the key aspects that attract marketers include affordability, simplicity, and potential ROI. While digital tools are constantly evolving, email remains a safe bet largely due to its efficiency.
From customer acquisition to boosting sales, email marketing can help businesses achieve a wide variety of complementary objectives. To ensure the success of a campaign, it is necessary to follow basic principles.
Some of the best tips form a kind of reminder, a memo or post-it list before any campaign. They help maintain focus on the best practices to ensure a successful campaign.
1. Segment Your Database Properly
Oftentimes, databases are a source of real headaches. The quality of data remains at the heart of marketers’ concerns, thus necessitating sorting. Opt for a precise segmentation of your contact lists with the aim to achieve effective and convincing results that increase ROI. To put it simply, you only have to respect key rules governing email marketing campaigns.
Deliver a well-crafted message to the right recipient at the right time. This is the foundation of any successful campaign. Neglecting this aspect can translate to low opening rate, an extremely high rate of unsubscribing, and seeing your database slowly disappear. Invest in data quality management tools. These will allow you to manage your data better.
2. Set the Goal of Your Campaign
Before composing an email, it is important to define the purpose of your message. Also, the message should change from one recipient to another. Avoid the temptation of copying and pasting the same message to multiple recipients. A focused email campaign does not direct customers or prospects in many directions. A good way to determine if your email contains many goals is to determine its purpose.
If you have to use “and” or “|” in the subject of your email, there is a strong risk that your marketing message will not focus on a single, specific goal. For example, if the following object sums up your email, it does not have a specific purpose: Launch of a new product | Policy change | Discount coupons.
3. Set Clear Identifiers
Choose wisely your sender name and address. Doing so allows you to increase the opening rate. The recipient must be able to identify you quickly. Using your company name is one of the best options. If you want to humanize your email, write under the name “George of company X,” for example. Addresses containing the terms info, contact, and noreply should be avoided. Recipients are often wary of this type of address and emails end up in the trash.
4. Timing is Crucial
The time slot and the day of delivery are decisive in the rate of opening, click-throughs, and conversion. Note that Tuesday and Thursday are the best sending days. Monday marks the beginning of the week (professionals are very busy and therefore less attentive to what does not directly affect their work). Similarly, public holidays and school holidays do not seem the most appropriate for sending newsletters.
5. Include the Unsubscribe Link
You must allow your recipients to unsubscribe. The law requires advertisers to insert an unsubscribe link in their emails. Before sending, ensure that link actually works.