Tag Archive for: email marketing tips

8 Do’s and Don’ts for Email Marketing Campaign Success

Email marketing is one of the best ways to remain top-of-mind with your audience. According to Campaign Monitor, email is capable of driving a 4400% ROI and $44 for every $1 spent. The opportunity email presents is endless, but creating a successful strategy right off the bat isn’t so simple. While no one expects their campaigns to fail, the truth of the matter is it’s not as easy as just sending an email out to a massive email list. There are specific steps to take in order to reach success. With that in mind, here are 8 do’s and don’ts to keep in mind when creating your email marketing campaign. 

Do: 

Put together a targeted email list 

No matter how great your email is, if it’s not reaching the right people, you won’t be generating any leads. Which is why it’s essential to take the time to create a well-thought-out email list. It’s best to choose those who have already interacted with you in some way. It’s much more effective to send emails to a smaller group of people that are actually interested in your business, rather than a large group of users who likely have no need for what you’re offering. The best way to go about building this list is by asking users to subscribe when they land on your website. There are many ways to go about this. The most effective ways are either using a subscribe button throughout your site or with an exit-intent popup that will give them the option prior to leaving a webpage.

Use an eye-catching subject line 

One of the most essential components of a successful email is the subject line. Without an engaging subject line, users won’t be compelled to open the email. Here are some tips for creating a solid subject line: 

  • Keep it short and sweet. Studies have shown that the best performing subject lines are 40-50 characters long, so be sure to use your characters and spaces wisely. 
  • Make the point clear. You don’t want to be vague or misleading, this can result in getting flagged as spam, which completely defeats the purpose of sending emails in the first place. Tell your readers what to expect when they open your message. 
  • Personalize them. Adding a reader’s name to the subject line can help draw in their attention and increase engagement. 

Make the body of your email short and sweet 

The same goes for the body of your email. Nobody wants or is going to read a multi-paragraph long email. Your email copy should be just long enough to get your complete message across. Here are some additional tips for writing an email body that will keep your reader’s attention and lead them to convert: 

  • Include a strong lead. 
  • Don’t come on too strong, make your reader comfortable. 
  • Personalization is key. 
  • Find additional ways to make readers engage such as including surveys, polls, videos, images, etc. 

A/B test 

A/B testing is essential for any marketing tactic. This is when you create two or more versions of a digital marketing asset, change one variable and test them against each other to see which performs best. Try out different subject lines, messaging, fonts, colors, images, CTA’s, etc. 

Don’t: 

Purchase an email list 

This is one of the biggest mistakes you can make in an email marketing campaign. This can seem like a quick and easy way to grow your list and prospects, but in the end, it’s usually just a waste of money. Generally, people don’t appreciate getting unsolicited emails from companies. These users are much less likely to open or engage with your emails since they’ve had no prior connection with your business. This can lower the reputation of your company and decreases your chances of connecting with qualified buyers. 

Use a one-size-fits-all approach 

Everyone is different, you don’t want to use the same type of messaging for everyone. Which is why you should always segment your lists into different groups of people. At minimum, you should have two: those that are existing customers and those that are not. You can get as detailed with your lists as you want, such as a list for those that have subscribed to you but have never purchased, those that have subscribed but haven’t made a purchase in a few months, etc. The most important part is that you change up the messaging in your emails to cater towards the segment you’re sending it to. 

Bombard your recipients 

While following up on your initial email is important, sending out constant emails only turns off your recipients and will result in them unsubscribing or flagging your messages as spam. Experts usually suggest to wait at least three days to follow up from an initial email to send a follow up. Following the second email, you should wait around three weeks before sending another unless your reader answers with specific questions, in which case, respond immediately.

Leave your email address unbranded, generic or anonymous

With people getting hundreds of emails a day, you don’t want to let yours get lost in the spam folder. People like to know there’s a real person behind an email they’re engaging with. Avoid making use of email addresses like marketing@yourcompanyhere or customerservice@yourcompanyhere. These look fishy, and email filters are increasingly registering them as spam. Using your company name or your actual name shows your recipients your legitimate and personable. 

More from Onimod Global

If you’re needing assistance with your email marketing strategy, or in any area of digital marketing, Onimod Global can help. As experts in SEM, SEO, webdev, email marketing, social media and more, we’re sure to help find the solutions your company needs.  To find out more about who we are and what we do, click here. To catch up on the top digital marketing news and trends, click here

Tips to Keep Your Marketing Emails from Getting Flagged as Spam

When you put a lot of effort into creating your email marketing strategy, it can be frustrating looking at the stats and seeing that a large amount of your messages end up in spam. A report from Return Path revealed that spam filters are more rigorous than ever, with one in five emails failing to reach the inbox. This can be very concerning, especially when email marketing is a large part of your overall strategy. But there are a number of things you can do to help prevent your emails from getting marked as spam by filters and consumers. 

Build Your Own Email List and Regularly Clean it Up 

If you’re buying email lists and sending content to people who never signed up to receive them, your chances of ending up in the spam folder skyrocket. The average office worker receives 121 emails daily, meaning it’s unlikely they’ll waste time opening unwanted messages. It may take more time, but organically building up your email list will be much more effective in the long run. 

Once you have a good size list built up, it’s important to manage it. Some recipients will naturally unsubscribe from your emails, but others will just start ignoring them. This will lower your engagement rate and make you seen as less favorable by the ISPs. This ultimately means your emails will more likely go to the spam folder. You can combat against this by regularly looking at your stats and removing unengaged users, bounced emails and role email addresses. 

Make it Clear Who the Email is From and What it’s About 

Most companies have multiple email addresses within their domain, depending on the size. You don’t want to change the sender field too often. Try to stick with the one that works best with promotional messages and avoid odd names, such as donotreply@yourdomain.com or 123456@yourdomain.com. Build trust with your recipients, meaning you don’t want to confuse them with using a variety of sender addresses or unprofessional ones. Try to either stick with a person’s name or your company name. 

Once you’ve made it clear who the email is from, make it clear what it’s about. This means avoiding spammy subject lines. Don’t want to try to trick recipients into opening your email by starting your subject line with “FWD:” or “RE:” implying there was previous communication. You also shouldn’t use click bait, such as telling them they’ve won a prize if they haven’t. Try to find something catchy and compelling that peaks curiosity, yet still gives enough information that recipients aren’t confused about what the email is. 

Use a Reputable Program 

A sign spam filters keep a lookout for is an IP address associated with the sending email address and see if there are any spam complaints associated with it. If there are, then even legitimate email addresses can get flagged due to association. To ensure this doesn’t happen to your emails, always use a reputable provider. All the top providers take steps to prevent spammers from using their platforms. They also have built in features to help avoid other common spam triggers, such as not including a physical address or using a sending email address that looks suspicious. There are thousands of marketing automation and email marketing companies out there, so just do research before deciding on one. 

Follow the Laws Governing Email Marketing

It’s always beneficial to be aware of the laws that govern digital marketing communications. Specifically, the CAN-SPAM Act, which outlines the practices you must use when sending commercial emails. There are some harsh penalties for sending spam emails, so you should be aware of what are considered spam emails. The CAN-SPAM Act defines spam as any message that are sent:

  • To a recipient without permission. 
  • Without including a mailing address. 
  • With a deceptive subject line. 
  • Without including a way for the recipient to opt-out. 

Most modern email marketing programs ensure you comply with the mailing address and opt-out by default, but you should be careful about subject lines and sending emails to those who didn’t sign up for them. 

Send Valuable Content 

At the core of any successful marketing campaign, is value. You shouldn’t be sending emails just to send them or to try to hit a quota. This causes engagement to suffer. When you send emails that don’t resonate with recipients, it’s unlikely it will get opened and more likely it will land in spam. One study found that the top reason why emails get reported as spam is because the brand sent irrelevant or too many emails. 

Before you start drafting an email, ask yourself these questions: 

  1. Is this new or urgent information? 
  2. When was the last time I sent an email about this? Was it recently?
  3. Do all my subscribers need to know this information or only a segment?
  4. If I received this email would I find it valuable? 

Takeaways 

Email marketing is an essential part of an effective strategy, but if your messages are getting flagged as spam, they’re just going to waste. The key is to identify why your emails are getting flagged and how to avoid this going forward. Keep in mind that the higher your email engagement is, the more likely your next email will end up where intended and not in a spam folder. 

More from Onimod Global

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

Why Email Marketing is Thriving

As new technologies are developed, previous practices and techniques become outdated. Email marketing is different. This more traditional form of digital marketing still performs well in today’s modern environment, and here is why.

The Data:

An info graphic created by WebsiteBuilder gives stunning statistics about email marketing. According to the graphic, 71% of mobile purchases are the result of emails sent by companies. The graphic goes on to claim that emails deliver an ROI that is 3 times higher than that of social media.

This data clearly shows that email marketing is still influential and effective. Even small businesses can see huge growth with these strategies. So how can you better your email marketing to drive these same results?

The Potential:

Email marketing has evolved. In order to garner attention from potential customers and clients, your business needs to stay ahead of the game. There are plenty of email marketing programs that will allow you to more easily connect with users. As long as they provide a big enough database for your contacts, easy data export capabilities, and trendy templates, you should be set.

One of the most important things to remember when crafting your email is this: build a relationship. Not only do you want to interest and engage the user, but you also want them to become personally invested in you and what you have to say. This all comes from a connection.

The Logic:

Many consumers receive these emails because they asked to in some way or another. Whether they subscribed to a newsletter or followed a company on twitter, they gave permission to be contacted.

Since the user has already done most of the work, now all you have to do is make them care. Assist the consumer by helping them learn what they have to gain from working with your business.

Promotional offers and discounts are highly effective when used in email marketing. General information and updates within the company also help to keep subscribers involved. Whatever the recipient may be looking for, try to help them find it with your emails.