“Email marketing is the act of sending promotional messages to people in mass quantities. It typically is to generate sales or leads and it may contain advertising.” Neil Patel, The All-In-One SEO Tool [online].
When building up your Email marketing, you will need to follow great best practices but also avoid certain mistakes that can be too easily made!
1- 1- Send welcome
emails: Make a promise from Day 1 (and keep it!)
As emails sent and received are increasing day after day, customers are becoming more demanding and harder to please. With 8 out of 10 customers, expecting a welcome message, making a great first impression is one of the most important tasks of your email marketing. Therefore, you need to make sure you are doing it right! You need to make a promise from Day 1 and keep it: This will help customers trusting you and buy from you. Make sure you are:
- Personally, welcoming them and confirming their new registration.
- Presenting yourself and your business as a trustworthy ecommerce business, including your brand story.
- Highlight your best customers reviews, so new customer can see facts about your business.
- Invite them to follow you on your different social media channels.
And finally, if you can, offer them a discount, special price or offer on your products to help them purchase from your business.
2 2- Time your
email marketing campaigns well: experiment and deliver your emails at the right
time/establish the appropriate email frequency.
Only send your emails when you
need to. Don’t take advantage of your customers sending their email address to
abuse it: you will lose their trust! If you overflow their inbox with your unnecessary
emails, your customers will end up losing interest and unsubscribe to your list.
Instead, focus on reaching out to the right person at the right time and with
the right message. Send your customers a custom email with an engaging and relevant
message about the things they care about, and they will stay loyal for a long
time.
New customer
on-boarding, cart abandonment, birthday, reactivation emails, and other customer
behaviour-based communications all offer a lot of have a huge unexpressed
potential.
3 3- Call to Action/ Drive click-throughs with engaging content: give subscribers compelling
reasons to click.
A call to
Action gives subscribers compelling reasons to click. It should encourage your subscribers to go
from reading your email to the next stop on the digital journey. It also, can lead
subscribers to your company website, product page, blog article or social media
channels. In most cases, you will want to add a call-to-action for them to take
further action. Don’t confuse your emails contacts by providing too many
options. For each email you send, there should be a single action that you want
the reader to take. Then instruct them to get to make a purchase. Interactive
content provides real value to your prospects and users. They get something in
return in exchange for providing their valuable information.
4- Mistake: Not Double Checking your email. Test your email
subject lines: Test your emails and make sure they work on all devices.
One of the biggest mistakes you
can make is to not check your email subject line and making sure that your email
work on all devices. Besides looking very unprofessional, this could lead to
your subscribers to not be able to read your email and lose interest in your
company.
After you have finished building
up your emails, you will need to double-check them before sending them to your
list.
Email marketing campaigns are only
effective if they are created for all platforms on which users can read their emails
including desktop, tablet and mobile. Remember to test them by sending them as
a test to a colleague and checking them across a variety of devices to make
sure they are efficient; they work on all devices and no mistakes are made!
1- 1- Get
Response (2022) 25 Email Marketing Best Practices that Drive Results [online].
Available at https://www.getresponse.com/blog/email-marketing-best-practices {accessed the 03/03/2022}
2- 2- Moosend
(2022) 26 Email Marketing Best Practices that Drive Results [online]. Available
at https://moosend.com/blog/email-marketing-best-practices/ {accessed the 03/03/2022}
3- 3- Omnisend
(2022) 15 email marketing best practices: guide for 2022 [online]. Available at
https://www.omnisend.com/blog/email-marketing-best-practices/ {Accessed the 03/03/2022}.
4- 4- Campaign
Monitor (2022) The Anatomy of an Effective Email [online]. Available at https://www.campaignmonitor.com/blog/email-marketing/the-anatomy-of-an-effective-email/?tstamp=3cc87f2232df333e386449a6be72be9435ce79bb {Accessed the 03/03/2022}
5- 5- HubSpot
(2022) 26 examples of Brilliant Email Marketing Campaigns [online]. Available
at https://blog.hubspot.com/marketing/email-marketing-examples-list?tstamp=3cc87f2232df333e386449a6be72be9435ce79bb {Accessed the 03/03/2022}.
6- 6- Intuit
Mail Chimp (2022) Marketing Library [online]. Available at https://mailchimp.com/marketing-glossary/email-marketing/ {Accessed the 03/03/2022}
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