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Email Marketing Best Practices 2020
- Kevin Vejo
- Mar 30, 2020
- 3 min read
Some of the best practices for a successful email marketing strategy.
Email marketing is the highly effective Digital Marketing strategy of sending emails to prospects and customers. Effective marketing emails convert prospects into customers, and turn one-time buyers into loyal, raving fans. (Optinmonster)
Best email marketing practices:
1. Truly connect with your audience.
In order to complete this, you must know and understand your audience so that you can provide value and awake interest in each recipient, for a better optimisation of your email marketing campaign you could segment your email list into more targeted groups.
Email list segmentation may include increased open rates, greater email relevance and lower opt-out rates.
2. Right time and frequency = better conversion and engagement.
Sending emails at the right time might increase your conversion rate and sending the right frequency of emails will help you grow a healthy and engaged list.
Although we all want our newsletter to be at the top of the inbox, you must make research of your market, consumer trends and your customers' preferences in order to find the right time and frequency.
In terms of picking the right day, according to GetResponse is better to stay away from the weekend to keep your engagement rates balanced.
3. Smart and creative “Subject Lines” for higher opens.
There are 3 initial things recipients will generally see before opening or ignore your message:
· Sender Name
· Subject Line
· Preheader
These 3 are crucial to call recipients attention, but given that the “Subject Line” is much longer it plays a big part in the action subscribers take.
Be creative, use data and set aside time to A/B test your subject lines to figure out which subject lines work the best for your customers.
4. Use “Lead Magnets” to overcome people’s hesitation
Nowadays data is power and audiences has far more information sources to choose from, that means website visitors might think twice before giving their information.
Lead Magnets or also known as “freebies” are downloadable content that offers free value to the visitor or another enticing giveaway in exchange for their email address
The usage of those will help overcome people’s hesitations when filling up forms.
5. Focus on the right metrics.
Before creating an Email Marketing Campaign you must set the right objectives and how you are going to measure the results.
This is fundamental in order to create a good email campaign and follow the rest of good practices for email marketing.
Create a marketing funnel to stay on track to reach your business objectives.
Let’s now review a few common mistakes you should avoid when doing email marketing and creating campaign;
1. SpamScore.
Remember previously when we talked about frequency? This is one of the factors that affect your SpamScore, if you send too many emails you will start going straight into the spam folder. There are other factors that impact your deliverability such as:
· Content Size: Your email consist of heavy images and light text.
Unless you provide ALT text to your image consumers that use screen readers may have trouble reading your content.
· Low Engagement rates: Spam filters are looking at how much your subscribers engage in your email communications, the more they interact with your content the better your chance of landing in the inbox, therefore engagement rates are something to look at.
2. Mobile responsive.
We marketers would tend to create email campaigns on our desktop but our recipients tend to open our emails using their phone, therefore you have to make sure your email campaign looks like in your desktop.
Please find below an infographic of email opens by device and another infographic stating most common reasons people unsubscribe from newsletters;
Opens rates by device Common reasons for unsubscribe
Sourcing:
Email Marketing Made Simple: A Step by Step Guide [+ Examples]
Email Marketing Best Practices for 2020: 21 Proven Tips for Improved Results
Email Deliverability From A To Z [Free Ebook]
8 Common Email Marketing Mistakes to Avoid in 2020
[Infographic] The 2019 Email Client Market Share
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