Do’s & Don’ts of Email Marketing

Do’s & Don’ts of Email Marketing? Did you know that 20% of all legitimate emails never reach the inbox? Forrester predicts that in 2014, $144M will be spent on marketing emails that never get delivered. Sendgrid joined the Google Small Business Community to discuss best practices in email marketing.

Email Marketing Secrets: Here’s What’s Working Now!

Think email marketing is dead? Not even close. Email marketing in 2019 is still one of the best, most profitable ways to build a lasting relationship with prospective customers. It allows you to stay top of mind, build trust AND authority with minimal effort and cost. But some things that used to work don’t anymore.

So I’ve put this list together of what’s working like crazy in 2019 and beyond so you don’t have to guess and experiment. Put these tips into action and I predict 2019 will be THE year for your business!

In today’s increasingly digital landscape, email marketing is one of the best ways to remain top-of-mind with existing customers while gaining traction with potential leads. Smart email marketing tactics not only allow you to grow brand awareness but also help spread the word about your content offerings and company news.

Do’s For Email Marketing

Create A Great Subject Line

First impressions really are everything. Without an engaging subject line, users won’t be compelled to even open your email. In fact, an average of 33% of email recipients opens emails based on the subject line. Keep it short and sweet, and provide a clear incentive for opening your email.

Experiment With Different Calls-To-Action (CTA)

Include a specific call to action (CTA) toward the end of your email; these serve as a way for potential customers to stay in touch with your business once they’ve finished reading your email.

Keep Your Message Succinct

The people reading your emails don’t have the time for a leisurely read; they want to hear your message and gain whatever value they can from it. So keep your industrial marketing emails engaging and clear, and offer directly useful content to your readers.

Put Together A Targeted Email List

You may have great content, but if your emails aren’t reaching the right people, you won’t be garnering any new leads.

Take the time to cultivate a well-thought-out email recipient list, one that includes current customers, users who have provided their contact information on your site, valuable LinkedIn and other social media connections, and industry professionals with whom you’ve had meaningful interactions.

Try Out A/B Testing

As mentioned above, A/B testing — in which two (or more) versions of digital marketing assets, such as emails, are created and tested against each other to gauge which performs better — can be hugely helpful for determining the most effective email marketing tactics.

Use Spell Check

Typos are a true and sure way to have prospects not take you seriously off the bat. Trust is an important element of any email campaign, but especially when utilizing email to make a sale.

Create A Well-Designed UX

Creating a positive user experience (UX) is just as important as offering valuable content. If your email formatting is confusing, outdated, or just plain boring, you run the risk of quickly losing readers’ interest. On average, recipients spend just 51 seconds reviewing an email campaign, so it’s critical to make a lasting, positive impression.

Don’ts For Email Marketing

Over Promotional Email Campaigns

Users aren’t opening your emails to hear you promote your company; they’re hoping to gain insight into industry challenges, learn more about your offerings, and keep up with relevant news. So don’t make sales pitches out of your emails, and always write with the reader in mind. | Do’s & Don’ts of Email Marketing

Avoid Spam Filters

Avoid using words that will set off spam filters. Emails with overly promotional language that relies heavily on words like “free,” “sale,” “cash,” and so on are likely to end up in users’ spam folders, meaning your target audience won’t even get the chance to read your message in the first place.

Unbranded, Anonymous, Or Generic Email Address

People like to know a real person is behind the email, so avoid making use of email addresses like marketing@yourcompanyhere or customerservice@yourcompanyhere. These look fishy, and email filters are increasingly registering them as spam. 

Optimize Emails Across All Email Platforms (And Devices!)

Don’t forget to double-check how your emails look on different email clients. Try out different options, such as Gmail, Apple Mail, Outlook, or Thunderbird, to see how your messages appear across different clients. Formatting should remain consistent. And keep in mind that over half of your contacts will likely Do’s & Don’ts of Email Marketing be checking their emails from a mobile device, so ensure your messages are optimized for all types of devices.

No Option To Unsubscribe

Don’t prevent people from unsubscribing. Failing to include a way for people to opt-out of your emails isn’t just unethical — it’s also unlawful under various consumer-protection regulations, such as the CAN-SPAM Act. 

“An entrepreneur tends to bite off a little more than he can chew hoping he’ll quickly learn how to chew it.” – Roy Ash
“You’ve got to start with the customer experience and work back toward the technology – not the other way around.” – Steve Jobs
“Good products can be sold by honest advertising. If you don’t think the product is good, you have no business to be advertising it.” – David Ogilvy

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