So you optimize your website and your site’s landing page, you try to be SEO friendly, you schedule an editorial calendar for your blog.
All of this is part of a good marketing system: it allows you to be viral, to be recognized as an expert and to be found by Google.
But do you care to establish a personal relationship with your audience?
This is what email marketing does.
Building a database of contacts, managing and profiling, monitoring the data and behavior, interacting and talking to them.
This is your chance to be relevant to your target, and not just to communicate everything to everyone.
Remember that the average internet user is bombarded with a myriad of information, and as a result, he pays attention only to what he perceives as important.
In some cases, email marketing works like blogs and social media: you set targets and a strategy, put them into production, measure the results and then start all over.
It may sound easy, but it is not.
That’s why I recommend you to read these 3 Do’s and Don’ts to improve your strategy with email marketing.
[box] The Do’s of Email Marketing[/box]
Put yourself in the shoes of your users.
Each of your subscribers has a specific age, occupation and culture, with different communication languages.
Be sure to remember these variables when creating your campaign.
Also, do you know you can customize your email?
This does not just mean entering the name of your subscribers in your messages, but also using different tools to be able to produce interesting information.
For example, if you are promoting an online course or you want to invite your audience to an event, you can use dynamic images with a countdown that varies depending on the opening day.
Or, you can segment your mailing list and send different media for each kind of your users.
It seems that A/B testing, that some platforms allow you to automate, is one of the most under-utilised feature of email marketing.
This is incredible!
Analyzing the data of A/B testing can give you indications on choosing the best template to use or understanding what your audience want from you.
In this way, you will optimize your email marketing results.
3. Use Social Media
It is imperative to give your subscribers the opportunity to easily share your messages via social media.
You can achieve this by including in your newsletter the sharing buttons for the most popular social media networks.
If your users are enjoying your content, they may want to share it via their social circles.
What’s more, having strong social signals, often means your campaign is going to have good results.
On the other side, you can use social media channels to increase your audience.
You may want to add a tab in your Facebook page, which gives your fans a simple way to subscribe to your newsletter.
[box] The Don’ts of Email Marketing[/box]
1. Ignore Inactive Users
Resurrect those zombies!
Have you ever thought about a campaign for those who do not open your newsletter since a long time?
You can do this, by monitoring the behavior of your contacts.
Who is active?
Who is sleeping?
Be sure to segment users who don’t open your emails since a specific amount of time and then target these subscribers with special offers or discounts, so that you can activate them again.
Do not forget the triggers. In other words, the communications or other automatic messages activated upon the completion of a given user action.
They are designed with care, especially if we talk about transactional emails: they have a much higher open rate of all the other communications you send.
2. Cheat and Spam
Build your database honestly, through conferences, workshops, social media or your website.
Do not buy lists of dubious origin and do not use addresses randomly taken from the web: you risk to be labeled as a spammer!
You not only stake your reputation, but also spend your time in vain (and your money).
You don’t need a database of contacts who find you annoying.
One of the tasks of email marketing providers is to identify spam.
For example, some mail clients classify as spam senders who are repeatedly ignored or deleted by their users.
Of course you want to work on lower your spam score as much as you can.
With a big spam score, it will be a mission impossible to deliver your emails to the inbox of your recipients.
There are some actions you can take to improve your it.
For example, to increase deliverability, you want to have a dedicated IP.
Also, you can take a look at this page, which inform you about all the tests made by SpamAssassin on emails in order to rank them as spam or not. Be sure to remove from your messages the higher possible number of these items.
You may want to run a test and check if your message could be perceived as spam. You can easily do this by sending your content to email@example.com, indicating that is a test (for instance, “Test My Newsletter”).
You will get an answer with your spam score and how to improve it.
3. Forget Mobile
The numbers of users who are using their mobile devices to check their emails is increasing exponentially year after year.
Many of your subscribers will read your newsletter from their smart phones, or tablets, or any other mobile gadgets.
So be sure to optimize your messages and use a responsive theme!
Also, keep in mind that people who read your emails in real time could be more sensitive to limited time offers.
Finally, remember to enter in the first 200 characters the most important part of your communication.
[box] My Conclusion[/box]
I hope these do’s and don’ts will help you improve your email marketing strategy.
And be sure to produce an interesting and relevant newsletter!
What’s your feedback?
Are you managing a mailing list?
Do you have any other hints to add?
Can you share your experience here?
Please let me have your opinion in the comments, thanks!
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