Is email marketing easy? The short answer is that yes, it can be — if you set it up properly.
Optimizing your email marketing campaigns can take time. But starting with a personalized strategy and using tools like marketing automation and AI make the process straightforward. It’s all about laying a foundation, listening to the data, and making adjustments as you go.
For starters, build your foundational strategy around segmentation, personalization, and automation. Segmentation and personalization allow you to reach individual customers with highly targeted content that’s meaningful to them. That means they’re more likely to engage with the emails and, in turn, your brand.
Here’s a high-level look at some best practices for email marketing:
1. Craft marketing emails that people will engage with
Emails are an art and a science, and efficiency is key for success. It’s important to not only get into the inbox but also to get them to engage with your emails. From eye-catching subject lines to the power of dynamic content, email marketing is equal parts what you say and how you say it.
2. Follow legal compliance guidelines
Adhering to the laws and guidelines related to email communications will keep you out of trouble, out of spam filters — and into customers’ inboxes. Following data protection and anti-spam standards will help you ensure the safety, security, and privacy of emails sent and received. It’s also just good business to make sure you’re not spamming potential customers, or invading their privacy in any way.
With all the automation happening for emails, be sure your connections are linked properly and all information is inputted correctly to ensure deliverability. Don’t let your emails get lost in cyberspace. Make sure to properly address your emails, and take steps to ensure that they don’t bounce back or wind up in spam filters by researching what is best for your industry.
4. Acquire new subscribers
Email marketing is all about reaching the masses and building campaigns to reach more and more people. There are so many ways to build your email list, but the first step is to ask them! Ask them to share, accept your newsletter invitation, or simply don’t unsubscribe. Make sure you activate your outreach channels, online and in person.
5. Engage your subscribers
Acquiring email subscribers is just the start. Opt-in incentives, coupons and offers, curated content, and personalized messaging are all proven ways to keep subscribers engaged. Craft an engaging drip campaign that keeps your potential customers coming back for more by providing value and connection.