Email marketing has evolved to become one of the fastest growing online advertising mediums to date. Marketers are increasingly allocating more of their budget to email campaigns for the following reasons:

Email allows you to communicate directly with an audience that is typically already warm to your brand. Accordingly, email can improve engagement because it helps deepen the relationship with your audience. It is the only medium that allows you to make an appropriate transition from a casual conversation to a sale! Besides being cost-effective, you can also use analytics to measure the success of a campaign. Now that you know the advantages of email marketing, let’s review some best practices for creating effective email campaigns.

3 Email Marketing Best practices to Live By

  • Timing is everything! The time of day that you decide to hit send can have a significant impact on your campaign’s performance. A study conducted by MailChimp shows the optimal time to send emails falls between 10:00 and 12:00 am on a weekday. The worst time to send an email being on a Saturday or Sunday. Think about your target audience when choosing.
  • Find a balance! Along with timing, email frequency is also an important factor to consider. According to Statista, 86% of consumers like to receive promotional emails from companies they do business with at least once a month, while only 15% prefer to get them daily. It’s important to keep your audience up to date with your business, but you don’t want sound like a broken record; you’ll risk alienating your audience.
  • Make it personal! One way to improve your relationship with your audience is by personalizing email content and business offerings. People don’t like to feel like they are one of thousands receiving a generic email. Personalize emails by adding dynamic tags in your email copy. You may recognize dynamic tags as ‘Hi [firstname]’, or other examples such as a company name, phone number, or physical address. Dynamic tags make the reader feel like the message was specifically crafted for them. Another way to go about personalizing emails is by segmenting your email lists by different categories . This allows you to send more relevant information to people who share specific characteristics. Geolocation, demographics, and purchasing cycle are few examples of how you can go about segmenting an email list.

Do your emails abide the law?

If your business sends out commercial emails you must follow the guidelines under the CAN-SPAM Act. There are seven CAN-SPAM guidelines, some of which include giving subscribers the option to opt out from receiving future emails, refraining from using subject lines, and including your business’ location. If you violate any of the guidelines you can get fined up to $40,654! That’s a high price to pay for not being compliant, but it can also damage your business’ reputation. You can read more about the CAN-SPAM Act.

Are you sending valuable content?

Email marketing is about exchanging value between you and your subscribers. When a potential customer makes the decision to provide their email address, they expect to receive relevant and valuable content from your business that is of interest to them. This value could range from educational content to exclusive promotional deals. Be cautious about only sending promotional content though; you don’t want look self-serving by flooding your audiences’ inboxes with half-off coupons all the time.

One of the key components to a successful email is having a captivating and engaging subject line. It’s the first point of contact your audience has with your email. Few will read or even open the email if the subject line isn’t interesting. Research by Hubspot shows that subject lines containing a recipient’s name have higher open rates than subject lines that don’t. Make sure your subject lines are attention grabbing.

So your subscriber engaged with your subject line by clicking on it, then what? Your reader needs to know the desired action you want them to take. Prominently located calls to action (CTA) are an essential part of your email copy, especially if you’re sending promotional emails. Effective CTA’s direct the user to a clear action, including download an ebook, read our post, or buy tickets now.

Now that you’ve learned some best practices, you are ready to begin crafting an effective email campaign! If you’re interested starting an email campaign with experienced professionals, contact Immerge. We would love to help you capitalize on your brand in a compelling, cost-effective way.

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