It takes time and effort to create effective and long-withstanding e-mail campaigns, so follow these 6 best practices to ensure you’re getting the most out of your e-mail marketing.
1. Set Goals: Why do you want to send that e-mail to contacts or prospects? What are you looking to achieve? Set goals to drive traffic to your website, to drive sales, to promote a new product by providing an offer, etc. Setting a goal beforehand will allow you to determine your level of success.
2. Create Lists: Creating segmented lists will help you when it comes to providing relevant content to each audience. This way you’ll be sure not to send a new business focused e-mail to a current customer.
3. Plan Content: Speaking of different audiences, think about your goal and what kind of content you want to provide. Keep in mind why they signed up for your e-mail list in the first place. Are they expecting to receive a sales-focused e-mail with an offer or is it more informational? Planning content in advance is essential for long-term success.
4. Enhance Design: Whether you’re using templates or creating your own layouts, you should know the fundamentals of a good e-mail blast design. A few best practices include keeping the most important information above the fold (mainly your call to action), adding social media sharing icons, using an easy-to-read font and providing scannable content.
5. Optimize: Along with #4, your e-mails should be optimized to fit a range of devices. Have you tried to read an e-mail from your phone or tablet that’s not formatted properly? With 91% of consumers checking their e-mail at least once per day on their smartphone, this should not be ignored.
6. Test & Analyze: E-mail marketing programs such as Emma, iContact and countless others give access to analytics so you can see which e-mail campaigns are performing best. In most of these programs you can also conduct A/B split tests where you can test subject lines, e-mail links, and layouts to see which are most effective.
In the end, it’s vital that you set concrete goals and measure your success.