Email marketing is one of the simplest, most cost-effective and effectual means of generating income for your business. It builds brand reputation, customer loyalty and sales. And yet, it is often avoided by SMEs, considered ‘too hard’ to get right. Providing the greatest potential for ROI of any marketing strategy, it’s a big opportunity to ignore. So, how can you make it work for you?
Email Marketing Cheat Sheet
- Plan. Before you start on any marketing campaign you need to know who you’re marketing to, what they like, and – importantly – what they don’t like. So, research before you start.
- Use all available data. Email marketing can provide masses of data, you just need to use it properly. Perform split tests to find out what your audience do and don’t respond to. And do it again, and again and again, until you know everything, down to which font colour they find most appealing. Refine your campaigns around your research.
- Schedule sensibly. The point of email marketing is to remind people who want to hear from you who you are and what you do. If you don’t send enough messages, they’ll forget you. If you send too many people will unsubscribe and report you as spam. Start small and slowly increase your mailing frequency, monitoring opening rates to find your Goldilocks point.
- Stay on top of your subscriber list. Keeping your subscriber list up to date isn’t only a legal requirement, but it makes sound business sense. Sending emails that are not seen or not wanted both wastes your time and money, while dramatically increasing your chances of being identified as a spam sender. Having a high number of unread messages, or a bounce rate of 2% or above will trigger red flags with ISPs. EmailVerifier can automate this process for you.
And that’s it. All you need to know to start email marketing working for you. Easy-peasy!