Email Marketing: The Do’s and Don’ts
The internet is cementing itself as no longer a luxury but a necessity. It is now an accepted fact that adapting your business to the digital world is more important than ever if you want to succeed. But while a fantastic website and savvy social media presence is a great start, it’s not enough to target your ideal audience, get your message across and convince them to choose you.
That’s where email marketing can help you.
Around 2.5 billion people have an email account worldwide, and 200 million emails are sent every minute! In fact, a US study showed that over 72% of adults prefer companies to communicate with them via email. Additionally, a whopping 91% of adults like to receive promotional emails from businesses they buy from.
Email is clearly alive and well!
So what does email marketing entail?
Email marketing makes use of email as a way of directly communicating with a pre-established target audience. Whether it’s sent to current customers or people who have expressed an interest in your product or service, the benefit here is that you are able to promote your business, its message or an upcoming campaign or event to active leads that you know are interested in hearing about what you have to offer.
Why is email marketing important?
The proof is in the pudding; statistically speaking…
- 73% of marketers believe email marketing is of value to their business
- 74% of marketers believe email marketing does or will eventually produce return on their investment
As a cost effective method of marketing, the beauty of email is that it is fairly simple to set up. Additionally, you can get results if you know what you’re doing, making it perfect for startups and small businesses. It also creates a way for you to customise your business’s interactions with its target customers. This, in turn, leads to customer loyalty and trust in your brand, as it presents the opportunity to directly communicate with them.
Email marketing is also action-orientated, meaning it creates a need for action from recipients. This can be replying, forwarding or even clicking on the link to your website.
In addition to all this, when you use email marketing you are able to easily track your campaign’s performance by monitoring who’s opening your emails, what links they’re clicking, and what content they are engaging with most. This puts more power in your hands by allowing you to see what works and what doesn’t, so you can apply the successful formulas to your future marketing campaigns.
That’s what we call a sure thing!
Here are five Foxy do’s and don’ts of email marketing to help get you started
- Create a strategy and call to action: don’t make content an afterthought, make it relevant and use it to create action
- Personalise emails: this will lead to customer loyalty and trust
- Segment email lists: target the right people
- Track your email metrics: see what people are engaging with most so you can apply this to future marketing
- Be mobile friendly: everyone’s on their phones, so make sure it works no matter what screen your audience views your emails on
- Spam: it’s illegal and annoying, which can negatively affect the image of your brand
- Send emails without testing: you need to know if what you’re saying achieves its goal.
- Write boring subject lines and titles: You want to make them as catchy and engaging as possible to get people to read them
- Send emails too frequently: you don’t want to overdo it, otherwise, your target audience may start deleting without reading or unsubscribing.
- Hide the unsubscribe link: people need a hassle free way to opt in/out.