When it comes to email marketing, having a strategy is crucial. As you are familiar with your own inbox, you can understand the disorder it holds. For instance, when you provide your email address during a purchase, unexpectedly, you start receiving a whopping 60 emails per month from a mattress company. It makes you wonder why they assume that someone who recently purchased a mattress would need another one.
If you want to distinguish yourself among a large number of mattress emails, you will require a well-thought-out plan. We will guide you through the best practices of email marketing along with relevant examples to assist you in launching your upcoming campaign.
1. Use an email marketing platform
If you plan to launch an email campaign, do not consider using standard providers like Gmail and Outlook. To effectively handle a moderate amount of emails and subscribers, you will require an email marketing platform.
ConvertKit, Mailchimp, and Moosend are platforms that function as comprehensive tools for marketers to conduct email campaigns. These platforms enable users to store and organize contacts, monitor important metrics such as email opens and bounce rates, and experiment with various iterations of an email to ensure optimal effectiveness.
There are numerous email marketing tools available, but you may require a software that aligns better with your objectives and financial constraints.
2. Use AI to write and optimize emails
By incorporating AI writing generators into your process, you can enhance your creativity and establish your brand voice effectively in every email. However, it is important to remember to preserve your human voice while utilizing AI. Nevertheless, AI is not solely limited to email writing.
AI is utilized for various other use cases in email marketing tools.
When deciding on the optimal time to send emails to every individual subscriber on your list.
In order to enhance click rates and conversions, it is recommended to customize emails based on individual preferences.
The process involves populating newsletters with carefully selected articles that are tailored to each individual subscriber’s previous actions.
Rephrased: Tracking insights on deliverability in real-time.
When considering email replies, one needs to evaluate whether an automated or a human response would be more suitable by carefully examining them.
3. Time your marketing emails
Using the scheduled send feature on your email platform is recommended. It’s important to consider time zones, as sending an email at 2 a.m. is unlikely to be read. Determining the best day and time for sending marketing emails varies due to conflicting opinions and differing test results.
When considering the optimal time to send emails, experts typically suggest midweek (Tuesday through Thursday) during work hours. However, it is important to consider that various audience demographics may have differing preferences. To determine the most suitable time for sending your emails, the recommended approach involves testing different timeframes and evaluating the outcomes obtained.
4. Set up opt-ins
The process of “opt-in” involves readers or buyers confirming their desire to receive your email newsletter. This can be achieved by clicking a sign-up button, indicating their preference in a form, or checking a box while signing up for your app or service to receive your emails.
After signing up, individuals will be sent an email in a “double opt-in” process, requesting them to verify their intention to sign up. Only after clicking the link in the confirmation email will subscribers start receiving your emails.
The purpose of this email is to confirm the recipient’s intention to sign up with the provided email address, ensuring that it was not mistakenly entered by someone else. Additionally, this verification serves as a precautionary measure to avoid any potential consequences for sending unsolicited emails.
5. Set up auto tags for signups
Many email marketing platforms offer a feature that allows users to sort and label contacts automatically when they arrive from various opt-in channels and whenever a subscriber takes a specific action.
By checking a box during purchase, contacts who choose to receive notifications can be labeled as “customers,” while subscribers who click on product links within emails can be categorized as “prospects.” This categorization enables you to personalize your email communication according to the unique preferences and interests of different subscribers, eliminating the need to manually sort through contacts and customize individual emails.
6. Use a variety of signup forms
In order to increase the chances of gathering new email contacts, it is recommended to incorporate signup forms in various locations.
At the conclusion of each blog post
When considering each stage logically, rephrase the following content while retaining its original meaning. Avoid incorporating fresh details and omitting any information. “On the page confirming your purchase.”
On the “About” page of your website, take a sequential approach to rephrase the following text without altering its meaning, preserving the existing information and structure.
, the first step is to initiate the conversation with the chatbot.
When reviewing our “Contact us” page, please make sure to think in a logical and sequential manner, reframing the text without introducing additional facts or omitting any existing information.
7. Add a pop-up form
While the debate on whether pop-up forms are worth the annoyance continues, the extensive use of such forms by many prominent brands and companies implies that they should be taken into consideration.
If you are hesitant about using pop-ups but are interested in testing them out, you can utilize an app such as Sumo to conduct an experiment. Additionally, you can employ services like Exit Monitor or HubSpot to monitor users’ mouse activities and activate a pop-up when they are about to leave the page.
8. Test your emails and adjust accordingly
Predicting the performance of your email campaigns without testing is challenging. To begin, analyze for any spelling errors, broken links, or missing data. Numerous email marketing tools incorporate functionalities that automatically examine hyperlinks and buttons.
In order to create an email with effective messaging, it is important to understand your audience. If you are unsure of what type of messaging your customers will respond to, consider conducting an A/B test.
- Campaign A. Your standard marketing email
- Campaign B. Variation of campaign A with a better call to action
Take measurements of the open rates and conversion rates for each, then adjust and improve accordingly.
9. Identify and track KPIs
One of the most crucial email marketing best practices is determining which key performance indicators (KPIs) to measure and the methodology for measuring them, as it greatly influences success.
- Open rate. The most obvious indicator of campaign health. If customers aren’t opening your emails, there could be an issue with the email itself, or the copy may not be engaging. Open rate is easy to measure. But it can be inaccurate, since many email users have image blocking enabled and therefore aren’t counted.
- Click-through rate. A more reliable representation of how customers are responding to your campaigns. Simply add up the number of unique clicks and divide by the number of emails sent. This KPI represents the percentage of customers who clicked on one or more links in your email.
- Conversion rate. This metric tells you the percentage of email recipients who followed through on a call to action. It can show you which campaigns contain the most convincing messaging.
10. Establish the right cadence
Another email marketing best practice is to set up the right order and cadence of your campaigns, as this can significantly affect how people respond to your emails. It is important to map your customer’s journey and ensure that your content aligns with their current stage. Begin by introducing recipients to your business and its offerings, and then progressively increase their understanding and interest.
By sending emails on a regular basis, individuals can get used to your timing and are more inclined to interact with your material. However, it is important to remember that there is a thin boundary between being persistent and being pushy, and the latter may result in potential customers being driven away.
11. Never spam your contacts
To avoid saturating your audience with unwanted content, which would likely lead to higher bounce and unsubscribe rates.
It is important in email marketing to make sure that your subject lines align with your brand and accurately convey what recipients can expect from your emails. Various email providers utilize spam filters that automatically filter out emails with subject lines that include phrases like:
- Gimmicky phrases
- Odd capitalization
- Exclamation points
When writing your own email copy, make sure to avoid adding new information and removing any existing information.
12. Clean your email list
Maintaining uninterested individuals on your email list poses a negative impact on your open rate and counteracts the principles of effective email marketing, as it leads to a false perception of campaign success.
To proceed in a systematic manner, establish reports that display contacts who have neither opened nor clicked on any links in your emails during the previous month, and subsequently delete these individuals from your list at regular intervals.
13. Build your list, don’t buy one
Creating and managing an organically built list is a recommended best practice in email marketing as it comprises individuals who are more inclined to take action on your emails.
By thinking in a step-by-step manner, it becomes apparent that the General Data Protection Regulation (GDPR) also provides protection against legal threats. This regulation mandates that European recipients must give consent to receive emails, and often individuals on purchasable lists have not provided such consent, thereby exposing you to potential risks.
14. Personalize, personalize, personalize
If your emails do not target individual customers, they will not be opened.
Statista reports that about 90% of consumers consider personalized content either very or somewhat appealing. Additionally, businesses that offer personalized recommendations and offers have a higher chance of being preferred for purchase by 91% of individuals.
Starting an email with “To Whom It May Concern” is a surefire way to have it deleted. Make your emails personalized even in the subject line. Experiment with various content and messaging to ensure your emails are captivating your desired audience.
15. Automate your email marketing campaigns
With the use of email automation, email marketers have the ability to send personalized emails to subscribers or potential subscribers based on specific behaviors they display. Some of these behaviors may include:
- Abandoning shopping carts
- Referring new customers
- Signing up for your list
Despite the perception that automation is expensive, it has the potential to save time and effort in the long term. According to Smartsheet, 69% of individuals reported that automation aided in decreasing time wastage, and 72% expressed their intent to utilize the saved time for more valuable tasks.
16. Offer incentives and rewards to loyal subscribers
Once you have built a connection with your subscribers, incorporate enticing rewards into your subject lines. Provide incentives such as:
- 50% off your next purchase if you spend $100 today
- Free shipping on orders of $40 or more
Your open and clickthrough rates can be increased by these types of offers.
It is important to remember to personalize discounts or freebies when sending them to loyal customers. Take into account their previous purchases and offer them discounts on related accessories or items that would complement their previous purchase. Sending promotions that are not relevant can lead to confusion among customers and make them feel less valued.
17. Practice segmentation
By segmenting your audience, you can customize your messages and content in order to motivate customers to take action. Organize and refine your list by:
- Industry
- Role
- Location
- Past purchases
- Where they signed up
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