Since email marketing has been around for a couple of decades (though in various ways and versions), it’s easy to forget that this staple of the online marketing world is by no means headed for virtual pasture. On the contrary, when it’s done right, email marketing has never been as important or profitable. For example:
- The ROI of email marketing is 3800% (Source: DMA)
- Email marketing is 40x more effective at obtaining new customers than social media. (Source: McKinsey)
- 72% of people prefer to receive promotional content through email marketing. (Source: MarketingSherpa)
However, the critical phrase above is “when it’s done right.” Merely putting together a list and launching out a blast isn’t going to generate traction or customers. In fact, it’s likely to backfire as unimpressed recipients head for the unsubscribe link.
And so, how can your business ensure that you reap the rewards of email marketing and steer clear of the pitfalls? Here are 11 best practices to point you in the right direction:
- Focus on list quality and not just on list quantity.
- Make a commitment to email marketing. It’s not a one-time deal or a set-it-and-forget-it program.
- Be consistent. Don’t send out two blasts in a week and then nothing for the next three months.
- Strategically mix text and graphics, and make sure you get the balance right. Not enough graphics and you won’t maximize attention and engagement. Too many graphics and you’ll trigger SPAM filters.
- Put your call to action above the fold (in the space that shows up on your customers’ screen before they have to start scrolling down).
- Keep your message short -- but not cryptic. This isn’t Twitter and you have more than 140 characters. Link to larger messages on your website and social media.
- Thoroughly test emails internally before blasting them out. Check every link (and then check them again). Also make sure everything looks right on various devices and browsers.
- Track, measure and analyze test everything. Email marketing is built for split testing.
- Don’t suffer from analysis paralysis. A big part of email marketing is its timeliness and topicality. Get your messages out quickly.
- Make it very easy for customers to see how they can contact you. And of course, comply with all SPAM laws by providing an unsubscribe link or button.
- If you don’t have the in-house resources or time to manage your email marketing program, don’t DIY – because it’ll fail and you’ll fall behind your competition. Find an online marketing partner, tell them where you want to go, and let them drive your email marketing bus to the promised land.
Learn More
At Leap Clixx, we help customers nationwide strategically design, build and launch their results-based email marketing program. We have the expertise and resources to handle everything – from drafting content to measuring impact. Contact us today to learn more.
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Topics: Inbound Marketing
