The average person is bombarded by many different kinds of marketing tactics every single day. Your customers are no different.
Everywhere they look, someone is likely trying to sell them something, and often, it’s through email marketing. What does that mean?
Your email marketing needs to be way above par if you expect your customers to consider opening any of the emails you send.
Persuading customers to open your email is just the beginning. You want them to read and enjoy your content so they’re more likely to read the next email you send.
Whether the goal of your email is turning passive customers into active buyers or simply a promotion for the latest products you’ve debuted, there are a number of essential things to consider before you hit send.
Here’s are 8 best practices to help you ace your email marketing:
1. Use a CRM:
Good CRM (Customer Relationship Management) software can really enhance customer communication and response. A CRM that integrates with email marketing, the way Insightly integrates with MailChimp, is an excellent way to go if you’re trying to streamline email marketing processes and track large amounts of information about your customers.
2. Be Careful When Personalizing:
Personalization is an email marketing strategy that’s backed by research, but it’s not as easy it sounds. Using a person’s name may not necessarily be the right kind of personalization. It’s so overused it seems fake. Instead, opt for personalization that directly relates to the customer’s last purchase, which acknowledges their unique history as a customer.
3. Limit Your Subject Line:
There are some pretty interesting facts about the length of subject lines out there. Adestra found in their July 2012 report that subject lines with less than 10 characters were opened at a rate of 58 percent. However, they also found that subject lines as long as 70+ characters were beneficial for encouraging readers to open and click through the content. Just beware—subject lines that hit between 60-70 characters appeared to fall off the radar.
4. Timing is Everything:
Experian reports that 8pm to midnight is the best possible time to send your marketing emails if you want them to be opened. It makes sense, too, when you think about it. While everyone is at work (between the hours of 8am to 5pm) they’re not only busy working, but they are also trying to filter through all the other marketing emails that are sent out during those hours. Yours stands a better chance of being seen if it’s sent at non-peak hours.
5. Offer Something For FREE:
Great content is very important to your email marketing strategy, but we’ll get to that in a moment. For now, focus on creating an offer that your customers can’t refuse—give them something for free. It doesn’t have to be something expensive, but it must be valuable to your customers if you expect them to view it as beneficial and worthwhile. People LOVE free stuff. Don’t you?
6. Create Content Relevant to Your Audience:
If your target audience is opening your marketing emails, you’ve already breached the first line of defense. Next up—you’ve got to keep them reading. That happens when you have stellar, engaging content that pertains to your email recipients. First, you’re tasked with identifying your target audience, then, you WOW them with words.
7. Don’t Drive Them Crazy
! When it comes to the sending frequency of your email marketing, keep in mind rule #1—more is NOT always better. In fact, email frequency and reader engagement are negatively correlated, which means when one goes up, the other goes down.
8. Stay on Top of Your Sender Score:
Knowing your sender score is crucial, but what’s even more important is improving it if it happens to be low. Because your sender score determines your reputation as an email sender, mail servers use this to determine whether or not to ever deliver your emails to your customers’ inboxes in the first place.
Following the 8 rules listed above should help you craft excellent marketing emails that not only hit your customers’ inbox (though not too often), but also have a good open rate.
In addition, the better and more targeted your content is, the more people will engage with whatever you’re communicating to them, and ultimately, click through to the links you include.