Email Marketing: Effective Tricks and Best Practices
E-mail marketing is perhaps one of the most used digital marketing tools. Well exploited, it may bring excellent results. Unfortunately, often we make elementary mistakes that, instead of bringing us benefits, could make our customers run away.
Let's start then with a not-to-do list of common mistakes and then we will provide you some easy but effective tips.
Statistics on Email Marketing
Although many emails are not opened, data reported by Hubspot shows us encouraging signs. In fact, we can see an estimated ROI of 3,800 percent and the projections are that email accounts will reach 5.6 billion in 2019.
In the same way, however, we can see how companies are getting smarter and more and more on their way to approach email marketing.
Why? still, according to the study, 60 percent of marketers consider the email marketing strategy their biggest ROI’s source and those who started segmented campaigns increased revenues by 760 percent.
Our Not-to-Do List: How to Lose Your Users
Poor spelling, punctuation and the use of spam words.
This type of message does not encourage interaction with the company sending it at all. Recurrent use of exclamation marks and capital letters may even be perceived as aggressive. Far from attracting the user's attention, your message could end up in the spam folder, especially if these errors are in the subject of your email. Your goal is to build customer loyalty, not to antagonize it.
Not making responsive emails.
It seems ridiculous to insist on this point at this time, but we have to. However, it is not uncommon to receive e-mails that are not adapted to the mobile: truncated images, buttons too close to each other...46 percent of Internet users prefer to check their e-mails on their smartphones! Do you really want to bother the 46 percent of your mailing list?
Purchasing a contact list.
To be clear, this practice is illegal. You can not buy a database...but rent it yes. However, far from solving your problems, it could bring you new ones:
- This list is not the list of your customers, but that of another company, so not all contacts will match your target.
- What about the quality of the database: duplicate, incorrect or outdated information?
- These contacts do not know you and will certainly wonder how you got their contact information. I would say that it is not the best impression
- The risk of being blacklisted is high, and your reputation may take a hit.
Not paying enough attention to the subject of your e-mails.
The subject is the first thing the user will see. It could make the difference between “open” and “spam”. The object must, therefore, be relevant and attract the interest of your target audience. Avoid objects that look too commercial and sentences that are too long. Instead, show your recipient what they can "earn" by opening your email.
Sending your email twice.
You probably think that this will double the chances of being read, but no. The person who has already opened your first email will find you too insistent, and the one who has ignored you once will do it twice.
Hiding the unsubscribe link.
If a user no longer wants to receive your emails, you can not kidnap him. Do not make things complicate and let people go if they want to. If someone will have a positive opinion of you maybe he will come back.
Sending too many or not enough emails.
Try to find the right pace according to your sector and your company's activity. If you are an e-merchant, sending an email per day to talk about your promotions will not shock anyone. On the other hand, for instance, if your target is more B2B, sending one email a day can be perceived as harassment.
One size fits all.
Customization is one of the main points of a good e-mailing campaign. It is not only a matter of putting the recipient's first name in the subject line but also of adapting the content. Not all contacts in your database have the same relationship with your company or business. Do not be lazy, It is necessary to segment your contact base and adapt each message to each. Even if it may seem complicated, adopting appropriate software, you'll be able to customize your emailing campaign.
Not performing a test
Once your email is ready, test it. You should send it internally to see how it is displayed on the different email services. An email that works perfectly in Gmail may be totally unreadable in Outlook. Pay particular attention to image display, readability, mail structure, links and CTAs.
Not paying attention to details.
Every email you send reflects a good or bad image of your company. Don't neglect anything! The slightest misspelling could damage your professional image.
How to Make the Most of Email Marketing
After the previous list of the most common errors, here are a few of the best practices of this powerful tool.
Having a strategy.
Before sending your first campaign, it is necessary to stop for a few moments to define clear and precise objectives. What results do you expect from this campaign? Is e-mailing the best solution? What about the target? Beforehand it is essential to determine your roadmap and the KPIs to reach.
Delivering quality contents.
Who would waste time reading a generic e-mail and without any interest? Put yourself in the recipient's shoes. He probably receives hundreds of emails a day and will only open those that bring him some value. If he is not interested in you, he either unsubscribes or reports you as spam.
Using emojis and gifs.
According to a study ran by Forbes in 2017,56 percent of companies using Emojis and GIF in their messages have a better opening rate. This means more opportunities to retain and convert the target.
Eyes on the analytics.
Check the analytics tools regularly! You can adjust the shot if needed. It is not enough to check the opening or click rate. You should also address why one e-mail was more popular than another.
Choosing a professional e-mailing software.
Suppose you want to cut down a tree, would you prefer to have a knife or an axe? The same question arises between free and paid tools. If you need basic functionalities then free software may be sufficient. But if you want to start professional digital marketing campaigns, you will need a tool worthy of this name.
Having a coherent and harmonious graphic.
Offer your users a pleasant reading experience with harmonious and not extravagant graphics. For example, you could:
- Research the meaning of colors and their use in marketing
- Use tools that will help you find harmonious colors
- Use high definition images and logos
Using A/B testing.
It is not easy to know in advance what will or will not work. For this purpose, it is advisable to use A/B testing. This will allow you to test different visuals, CTAs or text on a sample of your contact database and see what works best. This will also allow you to improve the ROI of your campaigns, send more relevant emails and make your choices based on real statistical data.
Now that we've seen what to do but most importantly what not to do, you've got all the tools to make the most out of your email marketing campaign. You will not regret the money you invested!