6 Best Practices for Email Marketing

As we discover more and more ways to leverage email marketing, it is quickly becoming one of the most effective marketing strategies. Of course, like any other strategy, there are tips and tricks available to help you optimize your emails and experience for your recipients. Just to put the power of email marketing into perspective, these are some of the latest statistics:

  • For every $1 spent on email marketing, the average ROI is $42
  • Email marketing is the 3rd most popular distribution channel with 87% of marketers using it
  • The average open rate for a Welcome Email is 82%
  • Personalized emails generate 50% higher open rates
  • Abandoned cart emails work – don’t stop at 1 or 2, send 3 for 69% more follow through on a purchase
  • 49% of customers reported they want that weekly promotional email

Email marketing works, and it works really well when done right. Here are some different tactics and techniques to keep you up to date with this increasingly competitive space:

#1: Using Email Marketing to Get Feedback

Use feedback both ways to engage with your customers; ask for it and provide it. Providing reviews cultivates trust and not many people will purchase a product without doing their research. In fact, 84% of online shoppers will read your reviews before purchasing anything. Stay ahead of the curve and provide them with these reviews in your email, which also shows confidence in your product.

When a customer does make the purchase, send out a follow-up email asking for feedback. It’s the quickest way to learn of any shortcomings and areas of improvement.

#2: Using Email Marketing to Build a Personal Connection

Customers prefer a personalized experience. From the subject heading to a focus on their browsing habits, it’s important to build that personal connection with your customers. Undoubtedly, your customers are at different stages in the buying cycle, so you can use personalized campaigns to segment your customers and then add the personal touches.

Customer data is easy to find, use this to your advantage when building a connection. It’ll pay off.

#3: Using Email Marketing to Get Referrals

If there’s ever a compelling reason to open an email, it’s an incentive. They make for a catchy subject header that’s sure to stand out in an inbox flooded with emails. You can even take it one step further and make it time-sensitive for that final push.

67% of people are more likely to purchase a product after being referred by a family member or friend, it’s a win-win.

#4: Finding the Best Time of Day & Frequency for Email Marketing

There is a preferred and optimal time to send emails out to your customers, backed by this data. It’s suggested to be wary of a tempting google search to determine the best time of day to send an email, which is Tuesday at 10 am. Instead, most opens have been proven to occur between 8 am and 9 am on Thursday. This data is fragile and could change, so it’s best to do a deep dive occasionally to ensure time is on your side. Regardless of this data, it’s always encouraged to experiment. Maybe your target audience acts differently than the norm.

How often should you be sending emails? While there is no formula, keep in mind that more emails do not mean more traffic. Make that one email a day worth the read and stay consistent. Don’t bombard your list with more than necessary. You’ll end up with a lot of unopened emails and unsubscribes.

#5: Plan Ahead for Email Marketing Success

This is true for all marketing strategies and there is a plethora of tools and platforms available to make planning your content easy. With email marketing, it’s all about recognizing important dates and using them to your advantage with the timing of your emails.

Start rolling out your promotions for the special date a couple of weeks in advance. Preparation is key in executing this.

#6: Email Marketing Design Tips

Checking your email on your mobile device has become the norm. Smartphones enable multiple email addresses so one person can have their work email(s) and personal email. You better believe they’re checking all of their inboxes on their mobile device.

Emails need to be mobile-friendly. If the email is not formatted for a mobile device, it can take away from the experience and the message may be lost, or just not seen at all. Choose an email marketing service that builds mobile-friendly content. Don’t forget to send out a test email!

Last Thoughts on Email Marketing

Email marketing should not be overlooked. There’s some experimenting that needs to be done first so you can optimize customer experience and figure out the best way to boost your ROI, but it’s clearly time well spent. Compare your methods of email marketing with your competitors and craft those emails so they are all about your customer.