While it may seem easy to contact your customers via email, a long-term strategy in email marketing can go a long way in driving conversions. Various strategies can help you build a successful email marketing campaign, and we’ve listed some of the best practices you should learn.
Following proven guidelines helpa you reach out to your customers, connect with them, and ultimately grow your business. Not knowing these guidelines can lead to sendouts that are not ideal for mobile or a mailing list full of inactive subscribers.
You can grow your business and connect with your customers by focusing on the best email marketing practices. This article will give you a variety of strategies that will help you build a successful email marketing campaign.
In this article, we’ll walk you through five of the best email marketing practices to help you build a successful campaign. We’ll also talk about how you can extend your reach and improve the efficiency of your email marketing efforts.
1. Double Opt-In Email Sign-Up
In his book, marketing expert Seth Godin states that opt-in marketing is a fundamentally different way to tackle advertising and involves sending offers and information to people who are interested in your products or services. He encourages businesses to allow their customers to opt into marketing to decide when and where they’re sent. He believes this is the most effective way to turn potential customers into loyal customers.
When a customer signs up for your mailing list or a website visitor permits you to communicate with them, you can now collect their email addresses. With double opt-in email sign-up, you can confirm that they have not only permitted you to send them an email but they’re also looking forward to hearing from you. Contrary to popular belief, email marketing is not a numbers game; rather than increasing your subscribers, it’s more important to have a dedicated audience interested in your business.
This method also ensures that you’re following anti-spam regulations and laws. Some leading email marketing platforms, such as Mailchimp, allow double opt-in sign-up. This practice can help you build a high-quality mailing list and increase the open rate.
2. Send a Welcome Email
After a potential customer has opted into receiving your email, send them a welcome email so that you can get an early start on your relationship. These emails have an average open rate of 86% and are very effective since they provide a quick connection. Some email marketing platforms also allow you to send an automated welcome email to new subscribers.
Your welcome email should be evergreen and relevant to your target audience. When sending your first email to a new subscriber, keep your brand identity in mind and show them a glimpse of who you are. A well-designed welcome email can help build a strong emotional connection with potential customers.
Your welcome email should introduce the reader to yourself and briefly explain how you started your company. It can also include a photo of your team and a signature that you can use at the bottom of the page.
A discount code can also go a long way toward a customer staying subscribed to your list. This can be done through your welcome email, allowing them to receive a 10% discount on their first order.
Surprise your potential customers with an unexpected discount to encourage them to sign up for your mailing list. For instance, Bushbalm, a company that makes natural skin care products, provides a limited-time promotional discount to website visitors who sign up for its mailing list.
Your first contact with a potential customer should be an opportunity you should not waste. Instead, focus on developing an email to help build a strong relationship with your potential customers.
3. Avoid Using a No-Reply Email Address
Choosing the right email address can affect your relationship with your potential customers. An excellent practice is using a valid, custom email address that potential customers can respond to.
No-reply emails are set up not to receive incoming mail. This address is ideal for transactional emails, such as shipping or buying confirmations. However, it should not be used for traditional email marketing.
A valid email address is a type of address that is usually set up to receive incoming mail. It can be stylised with various aliases, such as firstname.lastname@example.org or [representative name]@company.com. This personalised your brand’s email communication and, if you ensure emails are responded to promptly, can give your customers the impression that they have a personal account manager.
As your company grows, you should set up an inbox dedicated to filtering out auto-forwarders and out-of-office email responders. A personalised email can help boost the engagement of your subscribers and improve the effectiveness of your email marketing efforts.
4. Personalise your emails
Personalisation is easy and effective. A great way to do this is by adding a personal touch to your email using merge tags. This feature can be used on various email marketing platforms to add various details to an email.
Another way to add personalisation to your email is by using an email marketing platform with robust automation features. This platform can help you create a personalised email experience for each individual. By integrating this feature on your website, it can be used to send emails based on the individual’s browsing history.
An example of an email marketing campaign that can be customised is an abandoned cart email, which can be sent to a customer who has already made a purchase but didn’t make the final purchase.
5. Write Casually and Conversationally
As a business, you want to approach your customers professionally and formally. Unfortunately, this can often lead to an impersonal and cold email message. Instead, opt for a more conversational tone and avoid complex language. While a customer likely subscribed to your email list because they wanted to learn more about your business from experts, explaining it in layman’s terms will help scale your click-through rate.
To ensure this, keep an eye out for the language and writing style. A great way to avoid using too complex language is by using contractions. This can help make your writing more natural.
Since each industry has its own jargon and terms commonly used by insiders, you shouldn’t expect your customers to know technical terms. Instead, use common terms and write in full sentences so that your readers have no room for confusion.
While writing an email, adopt the tone you would use while advising a client. Also, avoid using harsh or misleading language. These small changes can help make your message stand out from the crowd.
Versatile Email Marketing Services in Canberra with TocToc
As you start implementing some of the best practices in email marketing, it can be hard to believe there are many different ways to approach this strategy. However, as you start, you’ll see how these practices can help you improve your efficiency. For instance, you can easily identify which messages to send next by structuring your email in a way that’s easy to skim and impulsively check your campaign analytics.
These practices can help improve the effectiveness of your email marketing efforts, as they can help readers get to the end of your message and click on your website.
We hope these tips can help you with your email marketing strategy. If you’re looking for expert email marketing and online marketing services, reach out to us at TocToc. With years of experience, the company’s team of experienced online marketing experts can help you scale your reach online through versatile email marketing, content marketing, and app development services.
Contact us today to learn how we can help you reach out to a wider audience through email marketing.