Email today is an essential and integral component of lives and businesses. Businesses communicate with their customers, suppliers, and staff through emails. The best email marketing practices can also ensure that a company can market itself to existing and new clients at a meager cost, with tremendous success and conversion rate.
Email marketing includes sending emails to prospective and current customers and may consist of direct emails, retention emails, and emails that carry advertisements. Email marketing is used by more than 82% of business organizations due to its affordability, merits for personalizing, and ease of access and use.
The below 10 best practices related to email marketing will help you get the most out of your email marketing campaigns and improve your conversion rates and popularity.
1. Send the Welcome Emails
The “Welcome” emails have become more popular lately as they establish a rapport between the business and a new subscriber/prospect/customer and help break the ice. You should send the “welcome” emails to anybody who has interacted with your business and/or signed up to your subscriber base and email list.
The “welcome” emails may also carry some promotional offers+ and discounts that would be liked by the customers. It can take the engagement to the next best level as well. You can also hire a professional digital marketing service that offers an email deliverability tool for the function.
A unique and distinguishing advantage of email marketing is that it provides for the personalization of messages. If you have the customer’s name, do not hesitate to use it within the email message.
Surveys reveal that the more personalized emails are, the more likely they will be opened and read. Mass marketing emails having general (One-for-all) messages are not that appealing. Using the name (like “John”) is enough, and you need not add suffixes like “Dear.”
3. Choose Subject Line Carefully
Your email’s “subject line” will be visible to the customers before the message. It should be attractive and/or informative enough for the customer to open the email and read it.
Your email’s “subject line” should be descriptive and brief. You can also tweak some messages to see what is working the best. However, being too phony/cryptic (for instance, “You are not going to believe it!) is not recommended. Sending overly general messages (for instance, “January offer”) is also advised against.
The subject line of your email message will be readable and appear on the text preview and the main inbox section on the email platforms. Ensure that it has a crisp, clear message with specific information and sounds the right bells for the customers.
4. Timing is Important
Timing is an essential element and aspect of the success of any marketing or sales effort. For instance, you would not like to be approached by a salesman knocking on your door at 3:00 a.m.
The appropriate timing of your email message being sent to your client is also essential. Studies and surveys reveal that most people like to open their emails and go through their inboxes in the morning. Many people also read the emails they get during the day after their working hours (after 6/7 pm to 9/10 pm).
If you want your email messages to be noticed, avoid sending them during the middle of the day (especially the workdays). Salaried individuals, as well as business people, try to stay away from work-related activities and tasks during the weekends. Unless you have something encouraging and attractive for the customer, you should not hope that your email will be read on the weekend.
5. Follow Consistent Branding
Consistency in your branding efforts will enhance your reputation and help you easily gain customer trust and loyalty. For instance, your commercial advertisements on websites, newspapers, television channels, radio, the internet, and other marketing platforms should have the same logos, fonts, and emblems. It extends to cover email marketing as well.
Your emails should have the designated email signatures, typefaces, and colors consistent with your market brand and image. It also ensures better customer loyalty and creates a following for your business organization.
6. Plan a Schedule if Needed
Some businesses may need a schedule for sending marketing emails, while others do not. For instance, a schedule will be good for your marketing effort when you send subscribers recurring newsletters.
Whether it is a monthly, weekly, or daily email, you should plan it accordingly and send it to the clients at the same time of the day and month.
7. Use Follow-Up Emails
You do not need to follow any schedules if your email marketing messages contain big promotions (for instance, the “Christmas Sales” or the “Friday Deals“).
However, you may have the “follow-up” email schedule for such marketing campaigns that use personalized images. You can send follow-up emails to the customers and prospects who did not click on your original and initial email.
8. Do Not Forget Mobile Optimization
Mobiles and smartphones are now ubiquitous. Most people are surfing the internet, viewing media, assessing social media, and opening and interacting with their emails on their mobile devices only. If you want to make the best impact on the modern-day consumer, you should not forget mobile optimization.
Recent surveys reveal that more than 54% of emails are now being opened on mobile devices and smartphones. Optimization programs can ensure that your emails are as attractive, readable, and user-friendly on mobile devices as on websites and web browsers. A simple HTML structure can provide for faster loading as well.
9. Utilize A/B Testing
A/B testing is one of the most valuable and popular ways to ensure that your emails are working well.
There are many ways through which you can conduct A/B testing and get the best results for your email marketing campaigns. For instance, you can divide your customer list into two parts. For one of the halves, send an email with a different subject line than the other.
You can find out which subject line works better for you. Alterations can also be made in the “call to action” and “first line,” among other text and content.
10. Improve after Measurement and Analytics
Email marketing campaigns can be analyzed for their success. Over time, you will gather much data related to your email marketing. Try to analyze the data, evaluate your process/text/content/messages, and tweak them for better results.
Your inexpensive email marketing campaign can create the quickest response cycles and measurable results for you. You can follow the best practices of email marketing to ensure a wider reach, greater registration and website traffic, and trustworthy and lasting customer relationships.
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