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Best Practices for Successful Email Marketing
Done right, email marketing builds and strengthens your relationship with your clients. Imagine your emails being opened by your subscribers and then shared with their friends. Imagine people responding to your email campaigns. Achieving a high email open rate and response rate is based on following some email best practices and delivering something of interest and value to your subscribers. Let’s look at several of the best email marketing methods and how you can make them work for you.
Signup Process – Setting Expectations
The signup process sets the stage for your relationship with your subscribers. Get it right and people will find your email, get it wrong and your mail won’t be opened. Getting this right means starting the process by clearly telling your member what to expect from you. It sounds elementary, and it is, but the web is still full of bad examples in this area. Your signup form should explain what you will be sending as well as when and how often. When someone signs up, they should be shown a thank you page that tells them what to expect next.
Must choose or not
Opting in as an additional step between when a person signs-up and when they officially become a member. The purpose of opting in is to ensure that the person receiving your email actually wants it. Churches need something like this to prevent people from signing others up in an attempt to evangelize in a way that hurts others. For most businesses, this is not worth the effort to implement. It’s also important that your email contains a way to unsubscribe from your list. Best practice is to place a link to remove from your list at the very bottom of the email.
Sender and subject lines
Think about what you do when you open your email program. You scan the list of messages in your inbox and, depending on the sender or subject of the email, some messages are opened immediately and others are not. Enclosing them in square brackets is an email marketing best practice [ ] An identifier that will be included in all your email subject lines. This makes it easy for your subscribers to recognize your email and create email filtering rules for your emails to ensure your emails are seen and opened.
Finding out what works and what doesn’t
To find out what works and what doesn’t, you need to be clear about your goals and measure and track progress toward your goals. Email marketing can be a powerful engine for your business growth, and it all starts with a great email marketing strategy and the right email marketing software. (I’ve been using AWeber marketing email software for years) because it has a lot of must-have features and makes life easier.) You have to measure which email subject lines work and which ones don’t. You may be measuring your email response rates – how many people click through to your website, etc. The right software makes this easy.
The secret to a healthy list of subscribers who open and read your emails is to deliver great content. Ask your subscribers for feedback. Over time, as you deliver valuable content in the form of interesting information that your subscribers are eager to receive, you are building important relationships with your subscribers. Your subscribers will be happy to tell you what they want to hear more of and – just as importantly – what they don’t like about what you’re doing. Ask and listen to your members’ feedback.
Email marketing is a powerful tool that many businesses are using to increase sales and leads. With these email marketing best practices as a starting point, take a moment to review your current email marketing campaign or start thinking about how email marketing can help you reach your audience and add value to your business.
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