Email marketing yields a higher ROI compared to other digital marketing methods. However, if you want to continue reaping benefits from this method, then you need to keep in touch with the latest trends and practices in the industry. It also helps you to continue improving your methods to ensure they are effective and successful. Here are some of the email marketing best practices that you should be using in your business.
1. Avoid Buying Email Lists
Email marketing is all about numbers. The more the people you have on your mailing list, the higher the number of clicks and conversions. With this information, some marketers opt for shortcuts and thus end up buying email lists instead of putting in the work.
However, buying email lists is a waste of money. You will end up with unknown email addresses and you can’t even be sure whether they are interested in the products you are selling or not.
Building an email list requires patience. However, it’s more beneficial to have a list of 50 email addresses that you have collected from your site visitors instead of 500 emails that you have purchased.
2. Optimize Your Calls-to-Action
Assuming that you have already created your own email list and you know their tastes and preferences, you should then proceed to the next step. You need to encourage your email subscribers to take a specific action and this is where a call-to-action (CTA) comes in.
A CTA is one of the most important components of any email marketing campaign. Without a CTA, there is no point in sending out an email in the first place. On the other hand, including a clear and powerful CTA can boost conversion rates by as much as 30%.
Also, make sure your CTAs are actionable.
3. One Of The Top Email Marketing Best Practices Is To Offer Value
Email marketing depends on goodwill. If you want to maintain loyal customers you need to offer them something valuable. Bombarding them with marketing messages all the time will not go down well with some of your subscribers.
In fact, some will unsubscribe faster than you know. Therefore, you need to identify ways of offering value to them. The offer you choose will ultimately depend on your industry.
For instance, it can be a free newsletter, a white paper or a free trial of the products you are selling. If you make it a win-win situation the conversion rate will be considerably higher.
4. Offer Opt-Out Options
As much as your emails might contain valuable content, some subscribers might not find them relevant to their tastes and they might choose to unsubscribe. Opting out of an email list happens every day across all industries.
In fact, you should expect a 10% attrition rate overall. However, as much as it’s not something that you want, it’s bound to happen and you should include an unsubscribe button in your emails.
Ensure you make the process as easy and effortless as possible. You can also direct your subscribers to other offers as they unsubscribe since people opt out of email lists for various reasons.
Make sure you use these email marketing best practices in your business and you’ll end up with many happy subscribers and an increase in sales and conversions.