Understanding the Best Practices of Email Marketing
Email marketing was one of the earliest types of digital marketing, but it still continues to be useful today. Even though you may have started using other types of digital marketing, such as social media marketing, inbound marketing, content marketing etc., it still makes sense to keep going with email marketing because it has been proven to work. As long as you craft an effective marketing email with real information which will be useful to your customer, you will see results. Here are some dos and Don’ts of email marketing:
Email Marketing Dos
Here are some dos that you might want to keep in mind when you come up with an email marketing campaign:
- Visual Appeal: Do craft your marketing email with care, making sure that you use interesting graphics/images and a readable font so that the email looks visually appealing when your customer opens it.
- Good Writing: Do make sure that the email is well-written—brief, with all the information the customer might need. Do check for spelling and grammatical errors before sending.
- Branding: Do make sure the images and content are in line with your brand. For example, if your brand is youthful and hip, the images and content could include slang and references that a younger demographic will understand.
- Nurturing Customers: Do keep track of past customers and send them regular marketing emails. You can also monitor customer behavior and send them emails accordingly. For example, if your customer puts something in their online shopping cart without buying it, you can send them a follow-up email.
- Special Offers: Do send out marketing emails when you are having sales, special offers, discounts etc.
Email Marketing Don’ts
Although email marketing may seem relatively simple, there are certain don’ts that you might want to keep in mind.
- Visual Appeal: Don’t use too many garish colors in your email in order to make it more eye-catching. It’s better to use soothing colors and images.
- Trustworthiness: Don’t use the words “zero” and “free” too liberally as this is likely to make customers suspicious about what you’re offering. Being transparent about what you’re offering will make you more trustworthy to customers.
- Frequency: Don’t inundate your customer with emails. It’s fine to keep sending customers emails on a regular basis, but a different email every day or even several times a day is too much.
- Mixing It Up: Don’t rely only on email marketing to reach out to your customer. Be sure to use a few different types of digital marketing so that you end up reaching your customer in one way or the other.
- Customer Profile: Don’t send emails which are irrelevant to the customer. The more you can find out about the customer, the better. This way you can nurture them in the long run with emails that are relevant to their age, sex, profession, geographic location etc.
Effective Email Marketing Solutions
Keep in mind that your marketing email is going to be read by a real person in real time. Try to put yourself in their place in order to figure out what they would like to read. This will help you craft an effective marketing strategy. If you have limited resources it can be wise to work with a digital marketing agency to support your email marketing campaigns and keep you in line with the latest trends and best practices. Reach out to us today to learn more about our comprehensive email marketing solutions.