You’re probably already familiar with email marketing. It’s nothing new – we’ve all been doing it for years. However, when it comes to running campaigns, it’s probably a bit too easy to assume that email is the straightforward route; after all, it’s become our go-to medium.
This means our inboxes are regularly filled with marketing emails, perhaps more so than those from actual friends and family (it certainly feels like it at times).
So, with a fairly saturated market when it comes to email campaigns, how do you make your own efforts stand out and avoid the email rubbish bin?
Well, we’ve compiled a list of a few dos and don’ts for you to consider before you start your campaigns, so you can ensure your emails are a hit rather than a miss.
DO make a plan.
It sounds clichéd, I know, but as they say ‘fail to prepare, prepare to fail’. That’s not to say ‘winging it’ won’t get you anywhere, but you’d be pretty lucky if that approach saw long-term success.
Before the start of any email campaign, think about what you want to achieve and what success looks like to you.
Plan your content. Set goals. Don’t ping out emails left, right and centre just because you can. Take time to plan and create a strategy and you’ll soon reap the rewards.
DON’T spam your clients.
I’m sure you agree, spam emails are annoying. They rarely get opened and nearly always end up in the bin. Even if some of the mail you find in your inbox isn’t technically spam, if it’s not appealing, you won’t open it, right?
The same can be said for the emails you send. If you overload your leads’ inboxes with emails, they’ll soon tire of them and ignore them, unfortunately.
Don’t fall into the trap of sending numerous emails just because you can. Stand out – send the right content to the right people at the right time and you’ll see results.
DO test your emails first.
This may seem like a no-brainer, but not doing a dummy run does happen. It gives you a chance to iron out any grammatical or spelling errors (it’s embarrassing when they slip through the net), plus you can see if everything is working like it should, especially on mobile.
Responsive emails are important. According to Marketing Land, approx. 32% of emails are opened on desktops – everything else is opened on a mobile device. So it’s worth bearing this in mind when creating your campaigns.
DON’T forget about content.
There are plenty of system and platforms available to help make your email marketing efforts that bit easier.
However, they won’t take care of the content for you. It’s your job to make sure your email’s content is engaging, entertaining, and doesn’t end up in the digital dustbin!
DO segment your contact list.
Firing emails at your entire contact list may sound like a good time-saver, but it might not get you anywhere in terms of click-through and conversion. Taking this route means that your email’s content would have to be fairly generic to appeal to the masses.
By segmenting your leads, you can send relevant content to the right people at the right time. In turn, this can help improve your conversion rates.
DON’T do it manually.
Well, if time is on your side, you could if you wanted to. But there are much faster ways of getting your email campaigns out into the world.
Marketing automation platforms, such as Marketo, are a great way to keep on top of your emails and make sure the right people get sent the right thing at the right time. It knows when to send new leads welcome emails and follow up emails, without you having to remember it on your own.
Check out the example below of how marketing automation works when signing up new leads for an event:
We hope this quick round-up of email marketing dos and don’ts has helped. Hopefully, sticking to these golden rules will make your campaigns a success and save you time, too.
To find out how Door4 can help you with your email marketing or marketing automation, get in touch – click here.