14 Email Marketing Best PracticesMay62019
Permission based Email marketing is the undisputed hero for delivering the best bang-for-your buck when it comes to digital Return on Investment (ROI).
Studies show for every dollar spent on Email marketing, the average Return on Investment (ROI) is $38.00.
A Few Proven Ways to Increase Email Marketing Success Include:
1: Clearly outline opt-in benefits, and list frequency of communication.
2: Design your Email communication with ease of readability at the forefront.
3: Embed your Brand in the same manner in each Email, so it's consistently recognizable.
4: Include visuals (graphics, photos, etc) that make an emotional connection with subscribers.
5: Within each Email communication provide:
- Contact Info
- Social Share Icons
- Un-subscribe Link
6: Think about why people opted-in to receive communication from you.
- What do they expect?
- What do they need?
- What are they trying to accomplish?
Focus content accordingly, while giving the subscriber an insight into your Brand.
7: Focus each Email communication on one message. Keep it simple and straight forward.
8: Always include a well placed, colorful Call-to-Action (CTA).
When people finish reading your message - give them something to do.
- Rather then "See You Next Week!" being your message closure ... give them a "Click".
- If you're selling a product, link back to user testimonials of that product, or a Landing page showing how fabulous that product is and how it works.
- If you're selling a service, link back to before and after photos.
- Be creative.
9: Establish a consistent communication schedule and stick to it. Same day, same time whether you Email once a day, week, month, etc.
10: Use an automated Email program that ensures your communication looks perfect on any device platform (mobile, laptop, tablet, etc) and every mobile client.
11: Un-engaged subscribers who haven't opened Emails in 90 days should be segmented to an "advertise only" section. If after several Email attempts to bring engagement fails, then cut them loose.
12: Make un-subscribing easy and straight forward. Provide a re-think option to re-subscribe.
13: Establish that your Email provider protects your reputation from spammers and has Email Authentication in place.
14: Always perform a Test Email with images turned off to make sure those receivers with a weak connection can read text content right away. Re-position images if needed prior to a Live send.
Email Marketing Success Requires Perpetual Analysis
The one thread running through most unsuccessful Email marketing efforts is there weren’t any specific intentions (goals) established when Email communication began.
Whether you're just starting out or a seasoned newsletter publisher, goal-setting with goal review is required on a regular basis.
You should define specific targets your Email communication efforts need to reach. Implement and focus on one specific goal at a time, and review Email program reports to determine performance. Each month analyze your Email reports to see which methods are performing. Make strategy adjustments based on factual report data.Return