I have written about email marketing blunders in the past, but I felt it was time to talk about making email marketing better for your business.
Let's get started.
1) Stop sending emails to people who don't want to hear from you.
If you have email lists with low or no engagement, stop sending emails to them.
Not only are you annoying them, but every time you send an email with low engagement or no engagement, you hurt your domain reputation and hurt your chances of engaging with new customers.
2) Have a goal for your email before you send it.
If you don't know what you want when you send an email, your recipients won't know what you want either.
Without an end goal in mind, there's no way of knowing if the email was a success.
Email goals might include:
- filling out a form
- providing information
- redeeming a promotional code
- making an additional purchase
- signing up for an event
Make sure the email includes multiple ways to achieve your goals, such as calls-to-action or in-text links.
3) Send emails from a personalized account.
You don't address your email subscribers as "Mr. or Mrs. Subscriber," so don't send them emails from "firstname.lastname@example.org.
People prefer dealing with people, not generic companies who send emails from no reply accounts.
4) Send emails to individuals who have requested information or submitted a form and not to contacts whose information you've imported.
If someone has taken the time to fill out a form and submit it, they are likely to engage with your content. After all, they've already engaged with your content and requested information.
Don't buy email lists. You annoy people who have yet to express an interest and are hurting your credibility.
5) Suppress unengaged subscribers.
Let actions dictate your email sending behavior.
If subscribers continue not to open your emails, they're not as interested as they said they were when they initially subscribed. Not sending emails to unengaged subscribers increases your open rates and shows inbox providers you respond to subscriber behavior.
These are just a few ideas to get your email marketing efforts on track in 2017. Want more ideas or help to improve email marketing for your business? Drop us a line.
Until next time...