Marketing Mix: Is Email Marketing Dead? Not if you stay up to date on best practices

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Email marketing is a valuable part of the marketing plan of any brand or business. If you’re interested in exploring the opportunities in email marketing, we’ve put together a dos and don’ts list to help you maximize your email marketing results.

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With a variety of communication platforms used by businesses and consumers on a daily basis, you might be wondering if investing in email marketing is beneficial for your marketing plan. Whether you are looking to build brand awareness, increase sales, retain existing customers, or generate new leads, email marketing is one of the most powerful and profitable email channels in the world. which to invest. If you still have doubts, the results speak for themselves. According to Litmus, email generates an exceptional ROI, averaging $ 42 in sales for every $ 1 spent.

8 Back and Not to do email marketing

DO – Be personal with your subscribers. Personalization of emails in the subject lines or in the body of an email is a great way to connect with your subscribers on an individual level. In fact, according to Campaign Monitor, adding personalization tags to subject lines increases open rates by 26%.

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DO – Segment your lists. Before sending emails, segment your subscriber list into categories and groups to ensure that you are sending the correct emails to your audience. Some best practices include segmentation based on your audience’s interests or stage of their buying cycle. For example, you can segment your audience into categories such as “Engaged Followers”, “Potential Buyers”, or “VIP Customers”. Segmentation prevents all of your subscribers from receiving the same emails, keeps your database organized and up-to-date, and also allows you to personalize your emails.

DO – Send email automations. Use marketing automation to guide customer journeys and feed your audience with valuable content at every stage of their buying cycle. It is good practice to start with a welcome series. Once configured, a welcome series is sent to new subscribers shortly after they sign up for your emails. The 2-3 email series introduces subscribers to your brand or business, lets them know what kind of content they can expect, and offers potential first-time purchase incentives.

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DO – Make your emails mobile-friendly. HubSpot reports that 47% of people across all demographics prefer to open emails on a mobile app, and when it comes to mobile devices, 81% prefer to open emails on smartphones. Therefore, it is essential to maintain a mobile-centric approach when designing your emails and to ensure that your emails are responsive across all devices.

NOT – Forget to add appropriate call to action (CTA) buttons throughout your emails. CTA buttons allow readers to take action, whether it’s to buy, learn more, or follow on social media. Generally speaking, all emails should contain at least one primary CTA button. That said, you never want to clutter the email with too many CTA buttons – it can overwhelm subscribers and create a negative user experience.

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NOT – Ignore the pre-header text. Adding pre-header text to your emails is just as important as including a subject line. Subject lines are important for grabbing the attention of readers as they scroll through their inbox. The pre-header text provides context for the content of the email, further encouraging readers to open it.

NOT – Bomb your subscribers with too many emails. Sending the right amount of emails with the right content is important to nurturing your relationship with your subscribers. Nobody wants to receive too many emails, it can lead to the loss of subscribers. While the number of emails sent per month varies from company to company, Campaign Monitor suggests sending an average of 2-3 emails per month.

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NOT – Ignore compliance rules. Canada’s Anti-Spam Law (CASL) is an anti-spam law that applies to all electronic messages sent by organizations in the course of commercial activities. The CRTC describes some things you need to do to comply with CASL. This includes all subscribers who consent to be added to your mailing list, indicating your organization name, your physical mailing address, and either your phone number, email address, or website URL in all of your emails. -mails. All emails should also include an accessible unsubscribe link.

Get ready to click send on your next email!

With our list of dos and don’ts, you should be well on your way to developing an effective email marketing strategy. For more information on email marketing, check out blogging resources from sources like Northern, Mailchimp, Klaviyo, Salesforce Marketing Cloud, or HubSpot.

Contact Northern Commerce for unique information and advice on your digital marketing plan. www.north.co

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