Emailing marketing is a time-honoured and valuable marketing strategy. Emails can help you retain customers and attract new ones. They can inform your clients and drive traffic. However, they can also become an annoyance and drive people away.
So what is the best way to use email marketing?
Know Your Industry
One of the best ways to understand how people in your industry are responding to email marketing is to check the statistics. Each month, MailChimp updates its Email Marketing Benchmarks. This infographic provides useful information that you can use as secondary research for your email marketing campaign.
- Open rate
- Click rate
- Soft bounce
- Hard bounce
- Abuse rate
- Unsubscribe rate
This information can help you discover if your open rate is above or below average for your industry. While it won’t give you insights as to why these rates are occurring, you have a valuable basis for comparison.
Much research has been conducted so that you can know what is the optimal time to send your email. Sending your email from between 8 am and 10 am will see a higher open rate, because people are less likely to delete emails at this time without reading them.
However, it isn’t just about the hour, the send frequency is also important. Bombarding your email list with daily updates will see your open rate decline, as will only engaging on an irregular basis.
While you are considering timing, also remember to segment your mailing list. Not all of your clients are interested in all of your services or updates. Ensure that you make the most of your list by categorising the list and content so you reach those you want and don’t turn away those who feel disconnected.
- Send emails in the morning, when people are most likely to open them.
- Set a send rate of between one to three times per week.
- Segment your mailing list.
The quality of your content cannot be underestimated. You must engage your audience from the beginning, with a great subject line. Avoid using all caps or exclamation points. Aside from being lazy writing, such subject lines are more likely to see your email end up in the spam folder.
When it comes to the body of the email, you must treat it just like any other marketing content. It should be high quality, error-free and engaging.
It should be noted that if you want people to read your email, it should add value to your client. Don’t always go for the sale. It is important to give back to your customers. Sending an email with informative updates or acknowledgement of the value of your customers should form a part of your content strategy. It can build loyalty and trust and see more people engage with your business.
Remember to make the most of your email by including images and links to your website. Don’t make your customer search for access to your site, make it easy from them to connect and you will see your conversion rates improve.
- Don’t use caps or exclamation points in subject lines.
- Provide content that shows you value your customers.
- Embed links to your site or products.
- Make it easy for your customers to find your site or engage with you.
Email marketing need not be a tool going to rust in your box. Reinvigorate your email campaign by ensuring that the same vigour you apply to your social media campaigns is applied to your emailing and get closer to your target audience.