Want to know what works and what doesn’t when it comes to email marketing? Read on for an in-depth look at today’s email marketing do’s and don’ts!
Email marketing is the process of using email to send promotional messages to potential and current customers through an email marketing list. In other words, it’s a form of direct marketing that uses electronic mail as a means of communication.
The purpose of email marketing is to build relationships with customers and prospects, promote customer loyalty, and increase sales. Email marketing can be used to achieve a variety of marketing objectives, such as:
While some people may think that emails are outdated, given the various modes of online communication now available to everyman, the truth is that email remains to be a powerful platform for digital marketing. It is a strategy still widely used by businesses of all sizes across the globe.
And there are plenty of reasons email is remains relevant and continues to be an excellent marketing tool, even in the midst of newer and shinier digital marketing channels.
First and foremost, email has a high ROI. In fact, according to Hubspot, email boasts of an ROI of 4,200 percent — effectively generating 42 USD for every dollar spent! That’s a staggering figure and is hard to ignore.
Another reason email is still effective in 2022 is that it has a wide reach. There are 4 billion email users in a day all around the world. And this number is only going to grow, especially with developing countries coming online. In fact, four in five marketers still prefer to use email marketing over social media, which means a lot, given how much social media platforms have become globally ubiquitous.
Email is also a personal form of communication. Unlike other digital marketing channels such as social media and display advertising, email allows you to send highly targeted messages to specific individuals. This makes it easy to build relationships with your customers and prospects without looking too intrusive like marketing via text or direct messaging platforms.
Finally, emails are easy to track. With the right email marketing software, you can track things like open rates, click-through rates, unsubscribe rates, and more. This allows you to gauge the performance of your campaigns and make necessary adjustments.
All these factors point to one thing — email is here to stay and will continue to be an essential part of any digital marketing strategy in the years to come.
Now that we’ve established that email marketing is still relevant and important, let’s take a look at some dos and donts of email marketing in 2022.
One of the first things you need to do when planning an email marketing campaign is to determine your target audience. This will make it easier for you to create content that resonates with them and helps you achieve your marketing objectives.
Remember that it’s important to focus on quality over quantity when it comes to your email list. It’s better to have a smaller list of engaged subscribers than a large list of unengaged ones.
What are you trying to achieve with your email marketing campaign? Do you want to increase brand awareness, generate leads, or boost sales? Once you’ve decided on your objectives, you can create content that is aligned with these goals.
Here are some of the more popular objectives for an email marketing campaign:
By setting goals for your campaign, you can determine whether your email marketing efforts are successful or not.
There are many email marketing platforms and software available that can help you automate and personalize your campaigns. Make sure to leverage these tools to make your life easier and improve the effectiveness of your campaigns.
By utilizing marketing automation, your business won’t have to spend bandwidth on repetitive tasks, such as sending out welcome emails or birthday messages. This way, you can focus on other aspects of your campaign.
Segmentation is key to increasing engagement. By segmenting your email list, you can send targeted content to different groups of people, which is more likely to result in higher open and click-through rates.
A good subject headline is key to getting your email opened. Make sure to craft headlines that are interesting and make use of emojis, personalization, and power words.
Here are some other quick tips to help you do it right:
Just like with the subject headline, the body text of your email should be concise and to the point. No one wants to read a long email, so make sure to get your point across quickly.
Here are some pointers to help you create email marketing content that works:
Always be sure to gather data on your email campaigns and analyze the results. This will help you understand what’s working and what’s not, so you can adjust your strategy accordingly. This means that you’ll need to know the right email campaign metrics to track, measure, and analyze.
A/B testing is a great way to improve the effectiveness of your email campaigns. Try changing up things like the subject headline, body text, or call-to-action to see what works best.
Here are the other elements of email marketing that you can test for:
This should go without saying, but do not spam your subscribers. This will only lead to them unsubscribing from your list or marking your emails as spam.
Sending the same email to all your subscribers is a surefire way to get them to unsubscribe. Be sure to segment your list and send targeted emails for better open and click-through rates.
Using the same images in consecutive emails is another surefire way to make your emails look boring and can lead to higher unsubscribe rates. Be sure to switch things up and use new, fresh images.
A call-to-action is essential in any email, so be sure to include one. Without a CTA, your email will likely be ignored. After all, what do you want your reader to do? The CTA points them towards the right direction of your campaign.
Be sure to include your business’ contact information, such as your website, email, and phone number. This will make it easy for your subscribers to get in touch with you if they have any questions. Having your physical business address or PO box (if any) in the email also adds legitimacy to your marketing campaign and makes it compliant with any existing laws.
Always be sure to review your email before sending it. This will help you catch any typos or errors that could result in your email being ignored, or worse, driving people to unsubscribe or complain.
Be sure to check the analytics for your email campaigns. This will help you understand what’s working and what’s not, so you can adjust your strategy accordingly. Remember that when setting your marketing objectives, you’ll need to set benchmarks for your email campaign metrics. This is where analytics becomes most useful for your business. Data is key that unlocks the door to the results you desire.
Do not sell your subscribers’ email addresses. While there is a likelihood that they may not know your business sold them out, but it is unethical and goes against the principles espoused in data privacy laws.
Even though email marketing has been around for a while, it’s still one of the most effective digital marketing strategies. Listed below are some of the benefits you can enjoy by using email marketing in 2022:
Email marketing remains to be a powerful platform for digital marketing in 2022, despite the various modes of online communication now available. By following email marketing do’s and don’ts mentioned above, you can successfully craft a performing email marketing campaign that engages your audience and helps you achieve your business goals.
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