Email Marketing is an excellent channel to create a relationship with customers and/or leads. However, we all know that it’s hard to encourage people to open emails, read and click on the links. So in this article we will explain 20 email marketing tips to make your campaigns more successful!
1. Email lists
Our email marketing tips start with email lists. They are the first thing you should keep in mind before you submit your campaign.
Use signup forms
A good way to get viable contacts is to offer the subscribe option on the website or blog. These are contacts who really want to receive the newsletter and it’s much easier to create a relationship with them. The subscribe option can be done through forms or landing pages.
Do not buy mailing lists
Purchased mailing lists often have an unqualified contact base, with low return probabilities. In addition, they can destroy the company’s reputation because:
- unauthorized messages are poorly viewed;
- the recipient marks his email as spam, tarnishing the reputation of the server.
So spending money on contact lists is a lousy investment, aside from the ethical issue, because you are sending emails to anyone who has never given permission to do so.
Do not use old lists
Many companies decide to send campaigns to old customers, hoping to re-establish a relationship with them after a long time. However, often these emails no longer exist, either because the person stopped using them (therefore the servers disabled the accounts) or because they switched emails.
Send campaigns with recipients’ authorization
As already mentioned, campaigns should be sent to contacts who actually requested them. Also delete contacts that have cancelled your subscription from your list.
2. Segment the target
Do not send general messages as this will decrease the number of openings. It is best to create campaigns according to the segments, that is, who will be most interested in receiving this message. Focus on the behaviour of the recipients and use the information you have about them.
For example, if you have customers in the UK and Spain who have purchased the same product, create the campaign in the languages of those two countries, i.e., target by language. Or, if you sell sunscreens and want to send a campaign of sunscreen for children, do not send it to people who do not have children because they will not have an interest in this product.
3. More personal sender
It is common for businesses to use email with the “contact” or “no-reply” sender, which creates a sense of impersonality in the message. Use the name of a real person of the company, so that the message creates a greater bond with the person. In addition, the person will have the possibility to respond to the email, should you have any questions.
4. Flashy subject line
This is one of the most important email marketing tips. The subject line is the first way to get the contact’s attention and therefore it must be interesting and creative. A good strategy will be to include numbers and percentages in the subject because they are concrete and proven information. For example, “Find out how we’ve increased our sales by 20%.”
The number of characters in the subject line matter is equally important because very long subjects lines do not appear entirely on mobile devices. It is recommended that the subject line be between 20 and 41 characters and not too many uppercase letters.
5. Attention to the pre-header
The pre-header is a short summary about email. Typically, it appears below the email subject in the inbox. The pre-header is very important since it allows the reader to know better what it is about and whether you want to continue reading or not.
6. Avoid getting into SPAM
In these email marketing tips, we can also give tips for not entering the SPAM box.