Despite attempts by social media to take the crown, email marketing still reigns supreme as one of the most effective means for communicating to your clientele. Whether it’s because the tactics got better, or due to people quarantining at home, one thing is for sure: email marketing is making a huge impact in the business world once again.
If you want to take advantage of the most direct and effective form of digital marketing out there, rasa.io is your go-to-resource. In this article, we’ll go over a quick rundown of how to implement email marketing and weekly email newsletters into your marketing strategy; as well as the best practices associated with email marketing.
Email Marketing Best Practices
While email marketing is effective, it must be executed properly. There is a fine line between a perfectly orchestrated email marketing campaign and a complete failure.
Here is a quick list of the most important email best practices to take into account:
Quality Over Quantity: This, you should take as the unofficial first commandment of email marketing. Marketing Charts’ 2020 study found that the number one most common reason people unsubscribe from email lists is that they receive too many emails.
The study also found that the average person sends and receives around 121 emails per day. To keep up with that volume, most people ignore emails that they don’t find relevant, and eliminate sources of excessive, uninteresting emails.
Don’t flood your subscribers’ inbox. It’s recommended that you send one to two emails per week to your subscribers. This is the perfect amount because it will keep you relevant to your subscribers, but prevent you from overwhelming them with content.
Now that you only have to send two emails out per week, you can focus on making the quality of your emails excellent.
Make Good Content: If the quality of the content you email your subscribers is poor, you shouldn’t email them in the first place. If you want to gain any engagement from your subscribers, you need to create something that will catch their interest, and make them want to engage with your business.
Personalized Greetings: Instead of referring to your subscribers as “Dear Customer”, or “Dear Subscriber”, refer to them by their name. The Business to Business Community (B2BC) found in their 2019 study that people are six times more likely to open an email when they’re referred to by name.
But be careful of a misfire. Improperly implemented Customer Relationship Management (CRM) tools can unintentionally mistarget email recipients, and call them by the wrong name. When this happens, according to the B2BC, 68% of recipients will delete your email, and 54% will unsubscribe.
Do Not Use “No-Reply”: Instead of making your email sender read “firstname.lastname@example.org”, you should use a real name.
The use of “noreply” has been disallowed by the CAN-SPAM act, because it prevents the recipient(s) of the email from responding to or unsubscribing from the email list.
People are much more likely to engage with an email when they see it was sent by a real person instead of a bot.
According to the 2020 Merkle Customer Engagement Report, people have been looking for more authenticity from firms since quarantine. It appears that after all this time being on the internet, we’re now looking for genuine human interaction. Be sure to present that to your email list subscribers.
Getting Started with Email Marketing
Now that you’re familiar with the common etiquette associated with email marketing campaigns, it’s time to take a look at some of the tools you’ll need to succeed in this endeavor.
First, you should consider implementing newsletter tools into your email marketing strategy. Newsletter tools such as rasa.io are perfectly equipped to fulfill all of your email marketing needs.
What are newsletters?
Weekly email newsletters are the bond that keeps your existing customers engaged with your business. Crafting a quality newsletter is vital for not only keeping old customers, but attracting new ones as well.
Designing Your Newsletter
Before you start making your first newsletter, first you must understand your audience. Who exactly are you sending your newsletter to? What do you want out of them?
Consider each of your market segments, what they like, what they don’t, and how you can craft a newsletter that not only hooks them, but keeps them interested all the way to your website. Then, focus on creating content that will drum up engagement from your most important segments.
Next, use a newsletter tool like rasa.io to perfect the look and layout of your newsletter. With rasa.io, making a professional-looking newsletter is easy!
Finding The Right Kind of Content
There needs to be content in your newsletter to make it engaging, but how do you know what kind of content will work? You should turn to your audience to answer that question.
To make the most accommodating content for your audience, use polls to ask them what kind of content they would like to see from you. Take their opinions into consideration, and craft a content strategy around their feedback.
Try collaborating with partners to create highly engaging content such as CEO interviews, takes on current events, and how your company is responding to the many trials and tribulations of 2020.
Is email marketing worth it?
You may be thinking that this seems like a lot of work for something that may not yield results, so why bother? What’s the point?
The point of email marketing isn’t just to add another channel of advertising to your target audience. Email marketing and weekly email newsletters allow your customers to feel your presence, to keep your business in mind.
For you, this translates into more transactions with your customers, more traffic on your website, and faster overall growth. Through analytics, the data you receive from your email campaigns will tell you more about your customer base than focus groups ever could. The median ROI for email marketing is 122%, far higher than most other marketing channels.
At the end of the day, email marketing is by far the strongest tool for digital marketing. The question is, can you use it properly and drive growth for your business?
Wrapping Up Email Marketing
Best Practices Email marketing had a huge surge in growth in 2020, with the demand for authentic and frequent content from business to consumer skyrocketing in the past year.
The best way to keep customers engaged through email is through a weekly email newsletter, which gives customers valuable insight into just how awesome your business is.