The Dos and Don’ts of Email Marketing

The Dos and Don’ts of Email Marketing

It’s strange to think that there was a time when we didn’t have email. And, although it may seem surprising, it is still the most popular method for businesses to communicate with their customers in 2021. Indeed, 80 percent of small businesses rely on email as their primary channel for customer acquisition and retention.

At the same time, even if an email is opened, the recipient may not interact with the content. Consider the following critical email marketing do’s and don’ts to make the most of your email marketing.


Optimize onboarding emails

Your onboarding email is critical because it has the potential to make or break a future loyal customer… There is no pressure! Allowing customers to create an account and provide contact information facilitates onboarding. After acquiring an initial customer, there is a risk that they will leave because they do not comprehend the increasing value you will add to their lives.

The 90-day clock is an excellent metric to consider when it comes to onboarding. After 90 days, an analysis of several industries discovered that the average mobile app retention rate was only 20%. In other words, the majority of businesses lose 80 percent of their customers after only three months.

Additionally, onboarding emails help you establish a connection with new subscribers. Increase your click-throughs by offering an incentive at the start of their journey.

A/B testing

We are all aware of the value of a test; we may not always enjoy or even like them, but they are necessary for growth. A/B testing is nothing more than a straightforward controlled experiment.

This is an excellent way to determine what works best for your brand’s consumers. What should you now test? Everything. To be honest, when it comes to A/B testing, the subject line, image placement, open rate, bounce rate, click-through rate, unsubscribe rate, and inbox placement rate are all areas to investigate.

Our motto is “If it can be tested, it should be tested!”

By and large, the more data you can collect and analyze, the more strategic your future decisions can be. It makes sense, doesn’t it?

Segment your lists

Segmenting your list is an excellent way to ensure that each of your subscribers receives only relevant information. This way, they’ll anticipate receiving and opening your emails.

You do not want to send each and every email to every single person in your database. If you did that, you would almost certainly have to send very generic emails and would still have to worry about them being relevant to all recipients. Segment your lists to ensure relevancy. This practice can significantly assist you in achieving the goal of delivering the appropriate message to the appropriate person at the appropriate time.

Segmenting lists enables you to target specific segments of your email list and send them more personalized messages based on their membership in that segment.

Be personal

The time has come to get personal! We are all aware that first impressions are critical. And this is true even when it comes to email marketing. Why would it not be? Personalized emails, according to research, increase click-through rates by 14% and conversions by 10%.

Generic emails have a detrimental effect on your conversion rates. It makes no difference if you are representing a large corporation, a small business, or even yourself. The most effective way to accomplish this is to treat each of your subscribers as a friend. You want to make it approachable, but not too approachable (think more co-worker and less BFF). On that note, you would never send an email to a no-reply address to a coworker. At the very least, we hope not.

Sending a no-reply email will reduce deliverability, increase your risk of being flagged as spam, and prevent your customers from responding to your email.

The majority of popular email marketing tools includes email templates and allow for basic personalization such as recipient names. Therefore, utilize an effective email template and select the option to automatically add the recipients’ names to all of your emails.


Never forget a CTA

A call to action is necessary to assist your audience in making beneficial decisions for your business. Without a call to action (CTA), an email is ineffective. Regardless of how good, compelling, or engaging your email is, failing to include an actionable link can result in failure. After all, a single email is insufficient to demonstrate everything you have to offer your readers.

Consider the outcome or action you want your subscriber to take, and then call it out. Yes, you will occasionally send an email that does not include a call to action, such as a thank you email, and that is perfectly acceptable.

Additionally, you can be creative with your call-to-actions. You are not limited to using “click here,” “read more,” or “shop now.”

Delete boring subject lines

Subject lines are brief and appear to be simple to write, but they have the potential to make or break your email marketing success. If your audience is barely interested in reading your subject line, what makes you believe they will continue to read? Therefore, how do you create compelling email subject lines?

  • Keep it succinct and direct. According to studies, the best subject lines are between 40 and 50 characters long.
  • Ensure that it conveys the email’s precise purpose. There is no reason to be evasive or deceptive. This is one instance where candor is the best policy.
  • Incorporate humor into your subject lines to differentiate them, because who doesn’t enjoy a good laugh? Make it contentious or shocking to pique interest.
  • Personalization is one of the most effective ways to demonstrate to your subscribers that you care about them.
  • At least 50% of email recipients felt duped into reading an email because of what it said in the subject line; therefore, avoid those trigger words!

Avoid repetition and bombardment

Repetition is the most effective method of unsubscribing. Repetition is the most effective method of unsubscribing. Repetition is the most effective method of unsubscribing.

Did we come dangerously close to losing you? We don’t want you to forget this tip in this case.

Often, people miss emails simply because their inboxes are clogged with them. Therefore, if your initial email is not opened, you can always send a follow-up email with a different subject line.

However, you should avoid sending an excessive number of follow-up emails and clogging people’s inboxes. After two or three attempts, if someone does not open or respond to your emails, it is time to move on. While we understand that breakups are difficult, avoid becoming an inbox clogger, as no one enjoys that.

Never purchase or sell email lists

While purchasing and/or selling email lists may appear to be a quick and easy win, it will ultimately harm your business and reputation. Not to mention unethical (and, in the case of selling them, illegal).

Email marketing is most effective when you send a relevant, useful message to people who are familiar with your brand and have requested to receive information from you. When you purchase email lists, the recipients are unlikely to be familiar with your brand and have not requested communication from you. Additionally, because you likely know very little about them, it’s difficult to ensure that your communications are relevant.

Wrap up

Finally, successful email marketing boils down to connecting with your customers. The era of automated and robotic-sounding chunks of text is over. Today’s most successful email marketing campaigns are directed at people who need to know they are valued as individuals, not just as leads or dollar signs. Therefore, keep things simple, personal, and interesting, and you will quickly see success.

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