The best email marketing practices
Forget about headaches and avoid the SPAM folder with these email marketing practices that will help you build and maintain a good reputation and get better results.
There is no doubt that, to have an email marketing campaign you need to focus on all the details possible.
To be successful, both the prior organization and the improvement of our campaigns must be impeccable.
That is why we must not only fulfill all the fields of planning, but do it using the best practices of email marketing. Do you want to ensure your success in these types of campaigns? We will tell you how.
Create a flawless email structure
The language and structure you use when targeting your subscribers has a huge impact on the overall effectiveness of your email marketing strategy. We usually tend to give little importance to the format and wording of our personal emails.
Another type of emails that we are used to writing, are those with the office jargon, which usually follow a language that's easy to identify. When it comes to emails for email marketing, you have to be especially careful about the tone and format that you use in them.
From the time and frequency of sending, to the device for which you are optimizing your message, the structure of your emails must be impeccable. Considering that your goal is to generate more leads, it's pretty clear why.
For this you have to take into account the concepts that construct an effective marketing email:
- Subject: this element should be as clear, attractive and practical as possible.
- Message body: the text should be consistent with your brand voice and address a single topic.
- Images: Your images should be eye-catching and relevant. Remember to optimize them for all devices.
- CTA: the call to action should point to a relevant offer and stand out from the rest of the text.
- Send time: research the best day and time to send a message, based on your audience. There are several studies that indicate that these are on Tuesday between 10:00 am and 11:00 am.
- Responsiveness: as mentioned above, your emails should be "responsive". This means that users can read them comfortably on any type of device without loading problems, incomplete images, long text, etc.
- Custom tone: Email allows you to create a personal connection with your subscribers, this is achieved if you compose your emails with a familiar and pleasant tone.
Segment your mailing list
If there's one tip you'll find in all sources that talk about email marketing, it's subscriber segmentation. This is a very important factor to consider when implementing your strategy.
Segmentation is about dividing your overall subscriber list into categories that fit your subscribers' groups of characteristics, preferences, and interests. When it comes to email marketing, you have to think about the user and a massive and very widespread message lacks personal tone.
Customize your email
Personalization of your emails is a task you can't skip. Once you know who your recipients are and their specific characteristics and interests, you can create detailed and effective messages.
The idea of sending personalized messages can seem confusing when the ideal scenario is to have a long mailing list. The secret is not to write a different message for each user, but to write our emails in a way that makes the customer think they are.
Custom emails have 50% higher open rates than generic messages. There are a number of softwares that allow you to use personalization tokens, another option is to work with marketers who know how to adapt the wording to achieve this effect.
Automate the email sending process
Once you have a well-structured strategy, sending automation will help you take the next step in email marketing. For this you will need specific subgroups of emails and a message written with a personal tone.
With this, you'll be able to send automated emails or autoresponder emails. How can you do this? You must be wondering. Two of the most popular options are the autoresponder system and workflows.
The first, also known as a gradual campaign, uses a series of emails that are sent in response automatically. These are triggered by a certain action, for example, when someone downloads your ebook.
Workflows on the other hand, with a considerable improvement in the automatic response system. Work as a set of yes/no forks that execute actions based on the criteria you set.
Avoid the SPAM folder
The definition of SPAM is "control of attacks by pornography and unsolicited marketing"” Its mission is to protect the user from inappropriate content and ensures that they receive only the emails they requested.
If we are not careful enough with our email marketing strategy, our emails may end up in this folder. For this it is necessary to comply with the CAN-SPAM regulations.
This means including your company details in all emails, such as your name and address. Another important element is to place unsubscribe links in visible and easy-to-identify areas.
Finally, you should write clear subject lines that match the content of the messages.
If you want more information, here we explain
why it is important to use e-mail marketing.
In conclusion, it is important to note that the process to reach an effective email marketing is based on trial and error. Optimizing your email campaign is all about fine-tuning practical and theoretical elements.
Remember to maintain a personalized tone in your emails, follow the CAN-SPAM rules and monitor your progress according to your digital marketing goals.
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