Email marketing

# Email marketing

An overview of email marketing best practices

5 examples

Sending a welcome email to the customer so they know they are subscribing to a legitimate site and there sign up has worked.  Any information they are looking for on the site will reach them via an email.  Discounts are a good way of pulling the customer to subscribing to an email and click through rates will also be high.   It also allows the website /business to grow and engage with customers more effectively.  The brand will benefit from a boost from the engagement.

Source: https://www.wordstream.com/blog/ws/2019/01/03/email-marketing-best-practices

Source: https://www.getresponse.com/blog/email-marketing-best-practices

Make unsubscribing easy!

Although getting people to subscribe may seem easy, not all followers will maintain interest due to different factors associated with the product they have subscribed to.  They may have now found alternative items elsewhere or simply their customer requirements may have changed overtime.

Ultimately emails may end up in spam or as junk emails hence a unsubscribe button or link is useful to have.  One which occurs as a foot note as a good example.  Easy to access and use.

Source: https://www.getresponse.com/blog/email-marketing-best-practices

Segment the audience.

This is important as a business and brand as one item advertised via an email may not be suitable for all recipients in an email list.  Hence segmentation is going to be important, such as gender, age specific and interests.  Hence a need to divide email lists into shorter lists is more effective.

Source: https://www.constantcontact.com/blog/email-marketing-best-practices/

Source: https://www.getresponse.com/blog/email-marketing-best-practices

Conducting A/B Testing of emails

This is done by creating two email lists, version A and version B to see which one performs better than the other. 

In this way optimization can be achieved for the intended audience as we now are able to engage in their specific interests or their choice from the A/B emails.  The more engagement achieved enables the business to target with specifics as to what the audience is picking and choosing to read and which CTA’s work best from the A/B email list.

Source: https://www.constantcontact.com/blog/email-marketing-best-practices/

https://www.mailerlite.com/ultimate-guide-to-email-marketing/ab-testing

Auditing emails

Auditing is important as emails can get outdated and have less relevance overtime.

Also analysing the statistics of where the email ends up is important in realising how good the content of an email is over time.  For example, how many emails ended up in the spam box or junk folder.  How many CTA’s where successful. 

Also, which email recipients to focus on which have a high volume of sales.   Having engaging content to keep the customer focus on the brand being sold.

The main things to monitor are the KPI’s such as delivery rate, open rate, click rate, bounce rate, spam rate and unsubscribe rate.

Source: https://www.getresponse.com/blog/email-marketing-best-practices

Bad emailing practices

3 examples

Over sending emails

This is a problem as a recipient of a barrage of emails which are too frequent may not be able to digest so quickly the content and may in turn see them unsubscribing.  So, the click through rate is now a negative effect than a positive one.  Usually classed as email burnout.

Source: https://trinity.one/insights/digital-marketing/email-marketing-mistakes/

Crowded email content

This can be a problem if the recipient does not want to spend a considerable amount of time reading the email.  Keeping it simple rather than having to many products or brands discounted on display can be overwhelming for the reader.  Bulky emails increase loading time on mobile devices and can ultimately be ignored. 

Source:  https://trinity.one/insights/digital-marketing/email-marketing-mistakes/

Skipping email segmentation

This can be problematic, again if gender or age and GDPR rules are not considered then the email marketing may misfire on the audience intended.  Male brands may not appeal to the feminine person and vice versa.  Or trendy teenage items may not appeal to an aged person.  Hence segmentation is important, or emails may become spam quite quickly or the audience may quickly unsubscribe to the brands displayed.

Source: https://www.businessnewsdaily.com/7101-email-marketing-mistakes.html

Source: https://www.businessnewsdaily.com/7101-email-marketing-mistakes.html

Source: wix media

Source: Wix media