10 email marketing do's & don'ts
You have, of course, heard that “man does not live on bread alone” and that “all work and no play makes Jack a dull boy” or any number of other thoughts on why just doing or having one thing only is not a good idea.
So, we know that email marketing
is one of the many channels that you should be using as part of your “marketing stack”. However, it is not as easy as slapping together a facebook ad. We thought that the infographic from Campaign Monitor
was a good place to start if you want to improve your email marketing skills so that you can broaden your marketing horizons.
- DO: Grow your email list the right way using a sign-up form that requires subscribers to opt-in to receive your emails.
DON’T: Buy an email list.
- DO: Keep your business on their mind. Send your welcome email immediately after they subscribe.
DON’T: Make new subscribers wait to hear from you after they’ve signed up.
DO: Include attention-getting preheader text to provide more context to your message and encourage your reader to open the mail.
DON’T: Forget preheader text.
DO: Segment your list based on the interests of your audience or their stage in the buying cycle.
DON’T: Send the same email to every subscriber on your list.
DO: Get personal. Personalization increases your email’s chance of being opened by 26%.
DON’T: Send a generic email that doesn’t speak to anyone.
DO: Use marketing automation to create customer journeys that nurture them and provide them valuable content along the way.
DON’T: Send disconnected one-off emails.
DO: Use dynamic content to tailor messages to subscriber attributes. Focus on your customers’ gender, preferences, and their geo location.
DON’T: Use the same images and copy for every subscriber.
DO: Give your emails the best chance at being opened. Send emails based on your subscribers’ time zones to give your emails the best chance of being opened.
DON’T: Send emails to all subscribers at the same time.
DO: Check every element of your email to ensure it’s in tip-top shape before you push send.
DON’T: Send your email without doing a thorough check for typos, broken links, and other errors.
DO: Use your reporting to improve your future email campaigns and customer engagement.
DON’T: Ignore your email marketing reporting or analytics.
Posted on Jun 06 2017
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