Email can be a very powerful tool for businesses to not only communicate with existing customers but as a growth channel to generate new customers and expand the relationship with existing ones. Figuring out what to send factors in many things i.e. type of business, time available to commit, etc. But content is just one component to a healthy email marketing strategy and we’ve compiled a list of best practices to help.
Always Get Permission
Laws are getting stricter as to what constitutes permission versus SPAM so make sure you’re not breaking any laws when sending emails. Generally speaking, it’s better to be safe than sorry, so try to be explicit as possible when asking for permission to email the customer at the time you are capturing emails. Be as sure as possible that the person you are emailing expects to receive an email from you, or at least won’t be surprised. Outside of the legal implications, email abuse can lead to angry customers, unsubscribes, and complaints that can negatively impact your business and possibly prevent you from sending future emails.
Optimize for Mobile
Smart phone browsing has eclipsed desktop usage and there are no signs of mobile slowing down. You want to ensure you are providing mobile optimized experiences and your email campaigns are no exception. If your customers are having to pinch and zoom your emails because they aren’t optimized for the smaller screen there’s a higher likely hood they a) aren’t going to read your email and b) will unsubscribe.
AB Test
Depending on the size of your distribution list; AB testing can yield sizeable returns. AB testing is the marketing approach where one variant per test is adjusted. Examples of items you can AB test are your subject lines, the wording of an offer/deal or the way you rank the content in your email. AB test automation is available in many of the email marketing platforms such as MailChimp.
Manage Expectations
This one is pretty simple; if you get your customers to sign up for a Monthly newsletter you shouldn’t be emailing them daily. If they are signing up for updates about your business avoid sending them emails about anything else. Try to be as upfront as possible and avoid deviating from what was promised.
Preference Manager
If you send different types of emails you may want to consider implementing a preference manager that allows you to segment the different types of emails you send and allows your recipients to decide which types of emails they would like to receive. Implementing a Preference Manager usually reduces unsubscribes as subscribers have the option to stop receiving certain emails versus unsubscribing all-together.
Personalize
Personalization comes in varying degrees starting from addressing subscribers by name to adjusting content based on what they are engaging with. You can start by personalizing emails for customers and prospective customers differently, perhaps including a new customer promotion in one. There are many layers of personalization and depending on how segmented your emails are, there’s really no limit to what you can and cannot personalize; it’s just a matter of weighing the time invested versus the uptick you’re hoping for.