Email Marketing 101
Email will always be an integral part of the marketing strategy for businesses of all sizes. It is an effective way to reach a wide audience with personalized and relevant messages. Although we find SMS to be a much more effective tool as far as engagement is concerned, email marketing will maintain it’s position in the workplace in the foreseeable future.
Additionally, email platforms offer advanced features such as segmentation, automation, and analytics, making it easier to target specific groups of customers and track the success of your campaigns. With email marketing, businesses can increase brand awareness, promote products and services, and ultimately, drive more sales. In this day and age, email marketing has proven to be a cost-effective and efficient way for businesses to connect with their customers and achieve their marketing goals.
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Expert Level Email Marketing Tips
1. Test your email campaigns.
This one may seem like it’s obvious, but the importance of testing email campaigns is often overlooked. I hate to admit it, but I’ve accidentally emails that should have been more thouroughly tested. Keep in mind that when you’re sending out emails en masse, you cannot take them back once you hit send. The last thing you want is to send thousands of people a broken link or typos. Test your emails! Then test them again.
2. Quality > Quantity
Sending quality helps to ensure that your messages are received positively by their recipients. It also helps to increase engagement and trust with your subscribers/ customers, as they are more likely to open and read emails that add value to them. Focusing on sending quality quality emails can help to improve your email metrics, such as open rates and click-through rates, which can ultimately lead to higher conversions.
3. Clean out your email list
Part of ensuring that you have an effective email campaign is making sure that your contacts list is up to date. This will help improve your deliverability rate as well as increase your chances of getting a meaningful response from your recipients.
4. Your email subject line and ‘from’ address matter
Spending a little extra time crafting an attention grabbing subject and/or preheader can make all the difference in the world as to whether or not your email gets opened. The email address you’re sending your campaign from matters too, so only use company email addresses.
5. Promotional campaigns are great (on occasion)
Sending out the occasional promotion via email (or text message) is a great way to engage with customers, boost brand loyalty, and make a sale. However, Sending out promotions too often gets annoying quick and will likely lead to your subscriber list shrinking. Fill in the gaps with educational content, case studies, and other information your readers may find useful.
6. Personalize it!
Personalization is a simple and effective way to grab your reader’s attention. By using their name, referencing a product/ service they previously purchase, or offering them a unique discount based on their current standing with you, you’re making them feel special.
7. Don’t panic about unsubcribers
Unsubscribers seem like an email marketer’s worst nightmare. Granted, if your entire email list has unsubscribed that’s not good. However, if you get a few unsubscribes here and there, it’s no big deal. You only want people reading your content who WANT to read your content.
8. Automate Follow Ups
Sending a follow up email is a key part of any email campaign. However, to go through all of your open/ click through data manually and send a response would be near impossible. Most email platforms have some form of automation (or at least they should). Take advantage of it!
Email Marketing Strategies: Final Thoughts
Now that you’ve taken a look at our top email marketing tips you’re better equipped to deal with the often daunting task of sending out email campaigns. Something to keep in mind is that you’re not going to have a stellar email campaign your first time trying. It takes a lot of trial and error to get these things right. In the mean time, keep track of your open / click through rates, and don’t be afraid to adopt a new strategy if you’re not getting the results you want.
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