Email Best Practices Every Small Business Must Know
Even though there are several new marketing platforms for businesses out there, email is still probably one of the most effective mediums today. Just because it hasn’t been used as much, doesn’t mean that it hasn’t changed over the years. Similar to how customers use email, the marketing aspect has evolved as well.
Email Marketing: The Best Practices for Brands
When it comes to email marketing campaigns, it is crucial that you follow the most current practices. Here is a few list of them:
#1 Segmenting Audiences and Targeting
It is essential to see to it that your email campaigns are specific to your targeted audiences. This involves segmenting your customers into narrowed-down groups, then getting to know them, and finally understanding them better by putting yourself in their shoes. This knowledge can help you create tailored messaging and graphics. It’s also essential to consider the right time and day to send messages to your existing and prospective customers.
#2 A Strong Opening and Closing Matters
An email message that incorporates an intriguing subject line and concludes with a compelling call to action is probably the most effective form of email messaging. If you aren’t the best at creating these mailers or judging which one is better, try an A/B test with your campaign. The subjects and CTAs that get the most clicks is the one you should go with. Then all you have to do is perfect these skills over time.
#3 Give Your Customers Options
This is probably the most crucial aspect when it comes to best practices for email marketing. Sending customers emails one-a-week or once-a-month will prove to be ineffective; excessive emails can also be an annoyance and will drive your customers away. Your best option is to send them a preference survey that lets them tell you when they’d like to be contacted. Around the holidays? Once a week? Just during sales? Implement these preferences and consider customising your email marketing efforts.
#4 Build Your Contact List, Don’t Buy
From a business standpoint, buying email lists is not the best option, at least if you want a good return on your investment. You should consider hiring a professional content writer who can create useful lead-generating pages or spend the money on in-person events like conferences to build your emailing list.
#5 Check All the Boxes
Your messages should not be standard. Use a checklist to make sure that you implement all the right pieces in each message. A subject-line, the main copy, a CTA, is mandatory for every email. Avoid letting minor mistakes cost you a sale, and proofread each email multiple times to ensure that there are no errors.
#6 Be Generous In Your Approach
Even though the primary goal of your message is to boost sales, if you’re considering following email campaign best practices, you have to ensure that the emails aren’t all about YOU.
Each message should be of value to the recipient – either something they want or need. You should focus on being generous first (by offering a discount code or free shipping), and then request them to complete the CTA. Always remember that maintaining good customer relationships is crucial for every business.
Sending mass emails was a complicated process back in the 2000s. However, in 2019, it’s much easier even with the changes in policies, the way accounts filter junk and other guidelines you need to follow. Once you figure out all the necessary technical delivery rules, you will have no problems with reaching your core audience.
Also, research different trends in email marketing and compare your methods with those of your competitors. Start segmenting your customers and run small tests; this will help you find the method that works best for your business.
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Thanks for reading,
Digital Canteen Team