Email Marketing Best Practices: Avoid These Mistakes
Email marketing allows you to build relationships with leads, customers and past customers. It’s your opportunity to speak directly to them in their inbox, at a time that is convenient for them. Coupled with the right messaging, email can become one of your most impactful marketing channels.
First, 95% of email gets delivered to the intended recipient’s inbox, whereas only 2% of your Facebook fans see your post on their news feed. This is because Facebook limits the number of times your post appears in the News Feed in an attempt to drive brands towards their paid advertising options.
Mistake: Sending without permission
Building a quality email marketing list takes time, patience, and a verifiable signup process. Getting people’s permission to send them your marketing campaigns not only complies with anti-spam regulations, but it also ensures you’re cultivating an audience that’s loyal to your brand.
All recipients should understand what they’re signing up for and why they’re receiving emails from you. Your signup form should clarify what type of emails you’ll be sending, as well as how often. Since subscribers can sometimes forget that they ever signed up atall, it helps to include a short reminder in each of your emails about why they’re receiving them.
Mistake: Sending to a stale list
An email rundown will go stale pretty quickly if you don’t send to it regularly, even if all the addresses were added through a double opt-in process.Mull over everything: on the off chance that you don’t email your supporters routinely, there’s a decent possibility they’ll fail to remember they joined your list.
Sending an email to a stale list can prompt high skip rates, spam complaints, and unsubscriptions, however making a campaign schedule will keep this from occurring. On the off chance that you think there are email addresses on your list that have gone stale, request that they reconfirm their subscription so you can coordinate your lists better and send your messages to engaging customers.
We know you might be under the pressure of a strict deadline, but asking your sales team for their contact list isn’t the answer. You don’t know if those contacts have gone stale orgiven their permission to be added in the first place, and sending to that list could lead to more headaches than meeting a deadline is worth.Speeding through the campaign creation process without thinking about your design, content, and subject line cancause some issues, too. If your content isn’t relevant to your subscribers or is different from what they signed up for, there’s a chance you’ll see a decrease in opens and clicks or a rise in spam complaints and unsubscribe rates. So slow down, take a breath, and make sure your list and campaigns are in pristine condition.
Mistake: Rushing a campaign send
We know you might be under the pressure of a strict deadline, but asking your sales team for their contact list isn’t the answer. You don’t know if those contacts have gone stale or given their permission to be added in the first place, and sending to that list could lead to more headaches than meeting a deadline is worth.
Speeding through the campaign creation process without thinking about your design, content, and subject line can cause some issues, too. If your content isn’t relevant to your subscribers or is different from what they signed up for, there’s a chance you’ll see a decrease in opens and clicks or a rise in spam complaints and unsubscribe rates. So slow down and make sure your list and campaigns are in pristine condition
