Email marketing is one of the most effective digital marketing tools. In fact, it boasts the highest ROI generating $42 for every $1 spent, which is an astonishing 4,2% return. Emailing your clients is a great way to make things personal and establish trusting long-term relationships.
Since email marketing is a vital part of any digital marketing strategy, in this article we’d like to share with you the rules any email marketer should follow.
A lot of businesses are making the same mistake when using email marketing only to grow sales and increase profits. In fact, the primary goal of email marketing is to help customers gradually move from one stage of the sales process to another, i.e. from the initial encounter to recurring purchases. In such a way, it all comes down to 3 words: attract, engage and retain. Therefore, emails are necessary at every step of the customer’s journey.
A common problem for newcomers in email marketing is sending out emails to addresses that haven’t given their permission for that. Ultimately, it will lead to quick burnout of the database and a damaged reputation, because people will mark your emails as spam and unsubscribe. Besides, your sender's address can be added to the black list.
To independently collect the email list, we recommend using the subscription form through double opt-in. This is a subscription method in which the user enters his email in the subscription form and clicks the "Confirm" button, after which he receives an email with a confirmation link. By clicking on it, the address gets into your email list.
Emailing using the domains of free mail services such as Gmail will definitely not add weight to your corporate reputation and brand credibility. Therefore, create a recognizable corporate domain.
It is also a good idea to send promotional emails and transactional emails, such as order confirmations, from different addresses. If the reputation of one sender's address falls, this won’t affect others.
Your subscribers may be at different stages of the customer journey and sending everyone similar emails doesn’t sound good. For example, people who are just learning about a brand and customers who make recurring purchases need different information.
To segment your subscribers, include links to different offers in your emails. Depending on what attracts a person, you can assign him to a specific group.
Don’t forget to send out emails regularly, but don’t be too intrusive as well. 35% of marketers send their customers 3-5 emails per week. However, from our practice, It is optimal to send 1-2 emails per week.
To make sure you understand what your audience needs, we recommend conducting an A/B test. Select two groups of subscribers, and send them emails with different frequencies for two months. Email the first group once a week, and the second - twice a week. And then look at the open rate and unsubscribe rate in dynamics.
Make unsubscribing fast and convenient not to annoy the user and avoid being marked as spam.
All in all, those 5 basic rules are the first ground step you definitely should apply for your email campaign to take off flawlessly. Not only they will help you create a strong image of your company, but also will make sure your expectations regarding email marketing match your results.
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