Email marketing is one of the most trusted tactics in marketing books. New marketing channels appear and disappear every year, many of them promise impressive ROI, but few of them can really compete with the proven approach to email.
Email is relatively simple to use and offers excellent ROI. Therefore, it goes without saying that companies ranging from financial services to retail prioritize email marketing as the most important contributor to their strategy.
As we enter a new year and a new chapter in digital marketing, your email campaigns must reach their destination. Consequently, here are five best practices for expanding and maintaining email delivery capacity in 2020.
Do not keep track of your mailing lists during peak hours. Gradually increase your email address before the big seasons.
It is tempting to send as many emails as possible to get the customer’s attention and stifle the competition. But in doing so, you run the risk of not only closing your customer but also seeing your campaigns marked as spam or worse, being blacklisted by ISPs, which can hurt delivery rates.
This phased approach offers the ability to create awareness, share brand news with new and existing customers who are more likely to engage with it, and respond to statistics in real-time to maximize conversion.
Don’t send the same email to all of your lists. Practice targeting your audience.
Email experts never recommend the “spread and pray” method, as it is a surefire way to quickly unsubscribe subscribers or mark your messages as spam. And you can’t blame them, because email marketers need to know better than sending an email about new knitting needles to a customer whose involvement with the brand is an interest in extreme sports.
Use the data your marketing team has at your disposal to send targeted, personalized offers via email, such as a birthday offer or a notification that a missing item that a subscriber has listed as a favorite is back on the shelves. This personalized approach increases delivery rates, and you can also expect conversion rates to increase as you deliver what customers need, when they need it.
Don’t suddenly become dishonest. Continue with what works.
While you have always learned that high risk is synonymous with high reward, don’t take any chances just before the most profitable time of the year.
Instead, look at all of your previous campaigns; an identity which deliverables, messages, and creative tactics produced the best results and maintain your brand’s best practices in times of crisis.
Do not continue to send emails to subscribers who are not involved. Practice hygiene on the list.
List hygiene, which regularly cleans out inactive subscribers, is one of the most important things you can do to keep your email campaigns healthy throughout the year.
Persistent sending of emails to uncommitted subscribers can ruin your email’s reputation. Instead, it analyzes how often the customer responds and adjusts accordingly. Does the customer respond less often? Send fewer emails. This approach will pay dividends for long-term email marketing ROI.
Don’t forget about the competition. Create rules for convincing arguments.
If you find yourself in a particularly fast-paced industry, take a look at the emails your opponents send and modify your strategy to get customers’ attention to you. An effective way to do this is to master the art of the subject.
For a customer, your topic is like a handshake: very weak and you risk going through your email; too strong and you run the risk of clicking “mark as spam”. It is better to be friendly, but direct, and give them a concrete picture of what is inside your message that they will find useful.
In 2021, marketers will have the maximum benefit from leveraging their marketing budgets and delivering tangible results for their business. As a result, you need to master the basics of proven methods, like email, instead of embarking on the movement of several emerging marketing trends that have yet to prove their worth.