Best Practices in
Email Marketing
Email Marketing is a trend these days and a quick way to reach certain segments
of the customers in an efficient way. But these communications need to be
precise to be effective. Here are some of the best practices you can implement
to grow your business through the medium of email marketing:
1. Marketing contact
at right time: This is one of the
most important practice as you will always want the prospective customers get
to the information first and in an effective manner. Some of the email
marketing tools available share this time to be Thursday early morning around 08:00
AM to 09:00 AM. This ensures customers gets the emails first thing while they
are starting their day.
2.
Persuade with
catchy subject lines: One needs to
remember that he / she is not the only one trying to market via the emails channel
and / or trying to make contact for the same product. Therefore, you need to apply
all your creativity to make the subject line of the email attractive, short,
and catchy. These could be like – “WIN a Lifetime delivery of food” Another
thing is the customers only get to see the subject line in the email inbox. Having
an attractive line will immediately catch the attention of the customer and
will prefer to open the emails from you instead.
3.
Choose your
customers: Each of the product
you are marketing may not be applicable to all your customers and therefore,
you need to segment your marketing email list by groups. This will also include
tailoring the messages according to these segments. These can be basis of
lifestyle, gender, occasions, new v/s existing customers, etc. Segmenting the
email list also helps you in targeting right customers and ensuring regular
follow-ups. Example, first email to a new prospective customer may be – “Join by
15th August to get 10% off on first order”, then just a day before send
– “Hey! Have you already joined and received 10% off coupon?”
4.
Stay linked
with social media: These days the
best way to stay connected with large audiences and prospective / existing
customers is the social media. In fact, Instagram, Facebook are the biggest influencers
when it comes to marketing. Each person has a social media account and is not
only used to stay connected with friends but also to read news and check on what’s
new product in the market. You can use your email campaigns to share links of
social media events, pages, releases, etc. and there by, expanding the scope of
reaching out to larger segments of customers which will also increase the customer
database you have.
While we discussed about the best practices above, there are some mistakes
one should stay away from:
1. Do not Reply: Never try send emails from “Do Not Reply” mailboxes. This shows the
unwelcoming nature and may impact the marketing campaign negatively. At the
same time ensure the email has links to contact you in case required.
2. Keep it simple and short: It is a busy world and people do not want to read lengthy written
emails. You need to send emails with less text and at the same time it should
convey the desired message.
3. Stay away from
Spam: Before designing email
content, ensure you have done sufficient research on spam filters. If the recipient
has marked your email as Spam once, any future emails from you will
automatically move to the Spam folders and the message will not go out. Therefore,
research on these filters will help you in ensuring your efforts are reaching
as required.
References
Dimitriou,
N (2021), 26 Email Marketing Best Practices That Drive Results. Available at:
https://moosend.com/blog/email-marketing-best-practices/
Anon (2021), The 5 Most Common Mistakes in Email Marketing. Available at:
ICDL
Arabia (2021), 10 Email Marketing Basics you should Never Ignore. Available at:
https://icdlarabia.org/uploads/modules/Digital_Marketing_Newsletter/email-marketing-1.png
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