Email marketing can be one of your most powerful tools for growing your business, but there are so many businesses using email marketing yours can get lost in the shuffle.
Though it is important to grow your email list, just reaching out to the people on your list may not be enough. Your goal is to turn your email recipients into customers, and doing so is going to take some fine tuning to your email marketing campaigns.
Start by organizing your email list. If it is been awhile, chances are there are a few accounts that have been abandoned. By removing the inactive emails, known as segmenting, you are able to better analyze the success of your campaigns. In addition to removing dead accounts, take some time to clean up those that are just plain wrong. Maybe they were fake email addresses or were entered incorrectly by mistake. Either way, get rid of them.
Now that you have a complete accurate list of recipients, make sure your emails are not ending up in their spam folders. You can protect your emails against being marked as spam by using an HTML rich campaign that features a variety of text and imagery. Avoid large chunks of text and make sure any text you include is formatted properly. It can also help to encourage subscribers to mark your emails as safe.
Finally, make sure your emails are not marked as suspicious by email service providers and internet providers. IP banning will stall your campaign’s success faster than anything else. You can do this by having a lengthy roll out of your emails that takes place over the course of several days. This way it does not look as if you are spamming anyone inbox.
One follow up tip: Make sure you analyze your campaigns once complete. Actually, do not consider a campaign complete until you have done a debriefing of the campaign. You need to know what is working and what is not so you know what to use in the future. You will make mistakes – we all do – but knowing how to fix them or when to let something do will get you on the path to success much faster than sticking with what is not working.
The most successful email marketing campaigns do not just spring up out of nowhere. They are the accumulation of trial and error over time.
Want more tips for using email marketing to your advantage? Give us a call!