Adding email campaigns to your marketing toolkit is an excellent way to create connections and get your message out to the masses.
To help you achieve the best results in your email marketing efforts, check out these 17 best email marketing practices:
Before you send an email to anyone in your audience, send yourself a copy and review thoroughly. According to Forbes.com, here are 5 Questions To Ask Yourself Before Sending Any Email:
Have you ever received an email and then a few minutes later received another email with an apology that they sent the wrong link?
While mistakes will happen, make a checklist of items you always check before you hit send, making sure that checking that the links go to the correct destination is one of them.
One other important note when it comes to links: Remove any unnecessary links. As much as possible, eliminate excess options and make the only link your call-to-action link.
If you don’t have an in-house proofreader or editor, invest in a solution that can quickly and easily do it for you:
These simple copywriting formulas have a proven track record of success:
Those images might look great on a desktop, but they can completely destroy the credibility of your design on a mobile device. Remember:
About 3 in 5 consumers check their email on the go (mobile) and 75% of say they use their smartphones most often to check email. – Fluent “The Inbox report, Consumer perceptions of email” (2018) Mobile View
“A small list that wants exactly what you’re offering is better than a bigger list that isn’t committed.”
– Ramsay Leimenstoll
Make sure you have the invitation out there on your social media channels:
Put your email invitation front and center on your website.
Use the call-out boxes on your website, add a banner or a custom slider to your homepage, or consider adding it as a pop-up to your website.
(A word of caution here: People won’t hand over their information unless they’re sure they will receive something of value in return. Be sure to lay out exactly what they can expect from you if they give you their email.)
Consider a direct mail postcard campaign with simple incentives, such as “Sign up for our email newsletter and receive $15.00 off your first order!” These types of campaigns work great when you have an extensive customer list with physical addresses but no emails.
➤➤ For more tips on increasing your email list, check out Episode 12 of the Sell More Printing with MI4P! webinar: 9 Ways to Grow Your Email List.
You can avoid the spam filter by watching your language. Here’s how:
➤➤ For more tips on avoiding the spam filter, check out 23 Easy Tips to Spam-Proof Your Email.
If you’re struggling to get your email messages read, ditch the promotions that talk about you, and instead create and send content that’s solely for the benefit of the reader. For example:
What is the right length of an email?
Shorter is better. According to Business Insider, emails that hit between 75 and 100 words had the best response with a 51% click-through rate. Here are a couple of things to keep in mind:
The quickest way to get people to unsubscribe from your email list is to overwhelm them with emails.
Stick to one or two emails a week at most and develop a rhythm or cadence your audience learns to expect. And remember here, your mission is value-oriented content, such as tips, how-tos, inspiration, and more. Use the content in the Ideas Collection, White Papers, or blogs for consistent, quality content.
“Quality over quantity – Emails may be cost-efficient, but it’s no excuse to not produce quality content to give to a targeted audience.”
– Benjamin Murray
This should go without saying, but we’ll say it anyway: Skip the sleazy email marketing tactics like trying to bury the unsubscribe link.
Instead, operate with integrity by honoring the requests of your subscribers. Remember, you want readers who are actually interested in what you have to say. Trying to force people to remain on your list or adding them to your list without their permission isn’t in anyone’s best interest.
“On average, 8 out of 10 people will read your headline copy, but only 2 out 10 will read the rest.”
– Brian Clark
Here are some excellent tools and resources for creating impossible-to-ignore headlines:
All marketing content is meant to create a connection with your audience.
That connection is harder to create if you’re sending generic, impersonal, or irrelevant emails. As much as possible, personalize your emails to show your print buyers that they’re not just a number.
“Personalisation – it is not about first/last name. It’s about relevant content.”
– Dan Jak
Email creates a reason to call your print buyers, nurture those relationships, and ask if there’s anything you can do to help make their print marketing easier.
This is also an excellent opportunity to reach out and ask if they’d like to schedule a demo to see how Private Label Websites or the Reorder Forms Library could save them time and money when ordering their printing.
Over time, your email list will change depending on the interests of your audience, their location, job positions, and more.
Ensure you’re providing value to the right people by periodically cleaning up your list. Every once in a while, send an email to your list with text similar to:
It’s our mission here at Acme Printing USA to make sure that the content we’re putting out is relevant to those receiving it. We wanted to make sure that you’re still interested in receiving the newsletter and remaining on our email list. Let us know by clicking below.
>Yes, I’m still interested. Keep me on the list!
> No, I’m no longer interested. Please remove me from your list.
Follow these tips for best email marketing tactics, and you’ll be on your way to creating connections and building sales in no time.