Email marketing continues to be one of the most popular channels of communication and promotion for many companies. According to OptinMonster, 99% of people check their email inbox every day, with some even checking it 20+ times a day! So, it’s no surprise email marketing is an effective way to reach large audiences. Check out our recommended do’s and don’ts of email marketing below to ensure you don’t fatigue your email list and promote engagement in your send.
The Do’s of Email Marketing
Do Choose Quality Over Quantity
The goal of your email marketing list should not be based just on subscriber numbers. An extensive subscriber list is useless if they never open, click, or buy from you! The most important aspect of email marketing is content & engagement. Creating content that resonates with your audience will help your subscribers engage with what you are sending.
Ever heard the phrase, “less is more”? This phrase rings true even in email marketing. Instead of sending mass emails to all your subscribers, review your content and segmentation lists to ensure you are sending high-quality content first and foremost. If you notice high unsubscriber reports or low open rates, it may be time to scale back or revisit your marketing strategy.
Do Make Sure Your Emails are Clear and Concise
You might think a fancy design, GIFS, or auto-play videos are crucial to catching your audience’s attention and standing out, but the chances of everything loading correctly or quickly are slim. With users viewing your email across various devices and email clients, your cute graphic may appear as just a grey box to many users. If you are investing in heavy email marketing, we recommend partnering with an agency like us or using a tool like Sendgrid Email Testing to catch as many code-based differences as possible.
Tips for Including Videos
If you have a fantastic video that you want to share, take a screenshot and link to the actual video on your website. This tactic will increase your click-through rate, and subscribers will appreciate not having a bulky email in their inbox.
The Dont’s of Email Marketing
Don’t Blast Your Email List at the Same Time
The great thing about today’s technology is that you can set up different times when emails go out, even if you aren’t in the office. If you have customers around the country, make sure that the email blast is staggered based on their time zone and needs. For example, subscribers in New York may want to receive emails early in the morning during their commute, whereas subscribers, where you are from, might wish to have it closer to lunchtime.
Try testing out sending email blasts at different times to see how customers respond or use analytics to determine the highest open rate time for email messages.
Don’t Mislead Your Recipients
Click-bait or misleading subject lines will not only hit spam filters quickly but will also mislead your audience. Be very clear about what your marketing email includes and what action you want your subscribers to take. Avoid spammy subject lines and always welcome your call to action. Remember that email blasts require carefully organized emails to be sent at the right time to the right person.
If you need assistance writing, designing, or sending email blasts, we can help! Our team can help develop your email marketing strategy, write copy, design graphics, develop an email template, and create a personalized schedule ideal for communicating with your customers.
Ready to send effective emails to your audience? We can help you with everything from strategy and design, to the development and implementation of emails to successfully reach and engage your audience.
Marisa is the Finance and Marketing Manager at Innereactive, and we are so grateful to have her. She enjoys helping businesses find the right solution for their marketing needs.