If you think that email has died and cannot help your business at all, it is because you have not yet applied good email marketing practices to create a trusting relationship with your contact list.
With so many chat apps like Whatsapp and Telegram, the feeling is that people don’t use email anymore.
Therefore, some entrepreneurs and content creators prefer to put aside their email marketing campaigns and bet only on other platforms.
Shot in the foot.
According to a study published by MarketingSherpa , despite all other forms of communication, about 73% of consumers choose email as the best channel for receiving communications from companies and brands.
The thing is that, for some time now, email is no longer a place to share nonsense like chains, videos, jokes and powerpoint presentations (remember that?).
Now, it is used to receive really important messages, such as purchase confirmation, ticket…
In other words, if the person gave their contact to receive your content, it is because they really want something of value.
That is why it is so important that you look after your contact list carefully. Thus, your email marketing strategies can convert much more.
Do you want to know more about it? Follow me here and I explain what email marketing is and I still give 20 sure tips for your email campaigns to be successful.
What is email marketing?
Quite simply: email marketing is the form of communication between a company and its customers or potential customers via email.
You have probably already received in your inbox some emails with offers of tickets, promotions from some stores, confirmation of online purchase or registration on some website, newsletter etc …
This is all email marketing.
When email started to be used as a marketing tool, it was seen as a digital version of those advertisements sent by the Post Office, known as ‘direct mail’.
So, at the beginning, email was seen as a channel of mass communication and the messages sent were often not relevant to the recipient.
There was no segmentation, that is, the content was sent to the entire email base at random.
People did not like this and, for years, email marketing was seen as an invasive communication and without much effect. Many emails just dropped into the spam box.
Over the years this has changed and email marketing has become an important form of communication between companies and customers.
Today, email is one of the most personal ways of communicating with your audience, through a direct exchange of messages.
And thanks to the email marketing tools available on the market, the results are easily measured, which allows adjustments and optimization for the shots of the next campaigns.
Do you want to know how to use email in the best possible way? I’ll show you in the next topic …
20 tips for good email marketing practices
To ensure that your email communication is really efficient and your messages are received in a positive way by the recipients, you need to follow some basic rules.
I made a list with 20 practical tips on how to optimize your email messages and, thus, establish a trust with your customers and future customers.
Follow me here.
1. Target your audience
The number one rule of good email marketing practice is to talk to the right person at the right time.
And the best way to do that is by segmenting emails from your contact list into groups.
Audience segmentation means dividing and separating your contact list into categories.
With this division, you can plan and execute an email marketing campaign with more quality.
That’s because the best way to reach your audience with email campaigns is to know what to say, how to speak and when to speak and with whom to speak.
To do this you need to understand what type of email to send to each person, at each stage of the sales funnel , in order to convert a lead into a loyal customer.
You can group contacts, for example, by interests, demographic location, behavior, among others. Segmentation depends on your business and your strategies.
This separation is important because your contacts may be at different stages of the customer’s journey , so it is good to offer different types of information for each of them.
Within your list, there may be, for example, people who have already bought your product, as well as people who know the product, but are still in doubt as to whether or not to buy it.
Therefore, it does not make sense to send the same content and offers to these people.
For you to get a sense of what I’m talking about, companies that target your email list have a 39% higher open rate than those that don’t.
A very important tip : do not buy email lists. This is a real shot in the foot for your marketing strategy, because the people on that list are not interested in your product or service.
Create your own contact list, establish a relationship of trust, send important content and only then make offers.
2. Have an editorial calendar
Having a calendar with the themes and dates of the emails to be sent will make your work more organized and efficient.
When creating a new campaign, think about the theme of each email, which day it will be sent and, mainly, to whom it will be forwarded to.
For your strategies to work, it’s interesting to establish a real connection with your leads. So, plan to send valuable content frequently, not just when you want to sell something.
The idea is to create a strong and lasting relationship with your contact base. So, engage your audience by sending free content, doing surveys, asking people’s opinions … Anyway, look for ways to talk to them.
Showing your work and, mainly, its impact on the lead’s life, it is easier to sell your product or service.
It’s that old story: no one arrives and asks someone to marry right on the first date. Before, it is important to get to know the person well, get involved, date and only then propose a marriage.
3. Customize your emails
Personalization goes far beyond the subject of email and greeting. It involves knowing which subjects are most relevant to the person who is going to receive the message.
That’s why I talked about the importance of segmentation.
Knowing your customers and potential customers well, you can define the topics of the emails, the best offers and even the most suitable date and time to send the messages.
4. Think about the subject of the email
Anyone who thinks that this topic is not important is very wrong.
The point is that it instigates the user. That’s what makes him decide whether to open the email, throw it in the trash, or mark it as spam.
After all, this is the first thing your lead will read when they open the email box.
Put yourself in the lead’s place for a brief moment …
Imagine that he just arrived at work, opened his email and found 20 new messages.
Among them, work urgencies, meeting notifications and marketing emails.
What emails will your lead open to read and which emails will they just open to make notification of new messages disappear from the screen?
This filter is done when the lead reads the subject line of your email.
If the subject does not arouse any kind of curiosity, this email will probably be opened just for being opened or will end up in the trash.
And as I know you don’t want this, it is important to be careful when writing the subject.
If you want to know more about how to create compelling subjects for your emails, I recommend that you read this article here .
5. Add CTAs
Before starting an email marketing campaign, you need to define what your goals are: signing up for a webinar , downloading ebooks , selling a product or service …
That’s because every email sent by your company needs a CTA .
It is a valuable opportunity to talk to your customer and make them take action, whether to buy your product or service, participate in an online class or simply sign up for your newsletter.
These CTAs are usually “Download Here”, “Click Here To Learn More”, “Sign Up Now”, “Buy”. With that, the entire content of the email must be designed so that the person clicks on the CTA button.
So, be objective and clear in the text. Also, make the CTA button highlighted, with a different color, for example.
Also invest in a lighter look, without much information, leading the person to pay attention to the action buttons.
6. There is no long email, there is annoying email
Here at Klickpages, we are not afraid to write long emails. The idea is always to pass on all the necessary information to those on our list.
For us, the longer email even serves as a qualification process. If the person has read through to the end, there is a greater chance that they will buy what is being offered or take the necessary action.
That’s because people need a lot of information to make complex decisions.
That is, there is no point in writing a shorter and leaner email if important content is missing. On the other hand, it doesn’t work to write pages and more pages just for scrolling.
The point of the cat is not in writing long or short emails, but in creating interesting and valuable emails for those who are reading.
So, invest time and attention when writing your emails.
7. Place sharing links on social networks
According to data released by QuickSprout , contacts on your email list are 3x more likely to share your content on social networks than visitors from other sources.
Then take advantage of the email sent to put buttons and links to your social networks.
Your client may not know what your profiles are on networks like Instagram, Facebook, LinkedIn, YouTube.
Invite people to enjoy your pages, learn more about your company and stay on top of news, news and events in your area.
8. Think of cell phones
Approximately 53% of emails are opened on mobile devices . So it is essential that the design of your emails is responsive to any mobile device.
A responsive design automatically identifies the width of each device that is being used to read that message (can be a cell phone, tablet, computer, smartwatch).
This way, he can determine how much space is available and how the email will be shown.
Responsive design adjusts the dimensions of images, fonts and other elements on a page so that they are not disproportionate.
In this way, you offer the same reading experience for users who read their email on the computer and for those who follow on their cell phone.
For example, I brought this email sent by Hotmart.
First, the version opened by the computer.
Now, the version read by the cell phone:
Because of the responsive design, you can read the email from both your computer and your cell phone, without any problems.
Still thinking about content to be read on the cell phone, the font type and size should also be viewed with care.
Prefer a font that can be read without problems on small screens such as cell phones and tablets.
Also select images that can be viewed on any device and keep CTAs in appropriate sizes so that they can be easily clicked.
9. Test your emails before sending them
Do you finish writing an email and already send it directly to your contact list ? If the answer is yes, you need to change that.
Before submitting to your entire lead base, make a test submission. It is simple, fast and prevents errors.
You can test it manually, sending the email to different providers, or using an email service to help you. In that case, you can send the email to yourself, to make sure everything is right with the message.
If you use an email marketing platform, just use the option to “send test email”.
With this test email, you can correct possible typos, an image that has become too large or too small, add a forgotten CTA button, evaluate the text formatting…
Anyway, it is a possibility to review the entire structure of the email, looking at it from the point of view of the recipient.
10. Make it easy to unsubscribe from your list
Putting the unsubscribe link (unsubscribe) so that the person leaves the contact list is seen as a good practice of email marketing and respect for the user.
The person is free to decide if he wants to continue receiving his emails or not.
Always remember to make the link visible, accessible and easy to click.
Don’t be afraid to put the unsubscribe link for fear of people leaving your list. Its objective is to keep in its base only people who really want to receive your content and offers.
Because then, the chances of creating a strong relationship with your audience are greater and, consequently, your chances of selling more as well.
In addition, several email sending tools offer packages according to the size of your list (5,000, 10,000, 20,000 leads). Therefore, it is better to keep only emails that interact in some way with your work.
11. Perform A / B tests
If your conversion rate is low, that is, if your emails are not generating the expected results, do A / B tests to evaluate different formats for your campaigns and understand which works best for your business.
The A / B test is a way to compare the performance of two or more versions of the same page, in order to find out which one brings the best results.
Then, try different versions of CTAs, layouts, images and subject lines.
Based on the data, you will be able to put on your page what has already been tested and approved by your target audience. In other words: what works.
The fact is that A / B tests are a great way to study and understand the tastes and preferences of your target audience.
12. Don’t send spam
Spam is the term used to refer to unsolicited emails, which are usually sent to a large number of people.
To make sure that your email is not just another one in the spam box, you need to know the spam rules of the country your target audience is in.
Avoid basic mistakes, such as placing too many links in the body of the text and using words that sound like a scam: “Free”, “Great Opportunity”, “Buy Now” and “Easy Money”. Do not abuse images, icons and capital letters.
Here are some more tips so you don’t become a spammer:
- Send emails only to customers who have chosen to join your contact list. This registration may have been by phone, website, landing page , Whatsapp, face-to-face contact.
- Do not use third-party mailing lists. Do not buy ready-made email list. These people did not give permission to receive your content. There is a very good chance that they will not interact with your messages and even more that they will ask you to leave the list.
- If the person has already bought a product or service of yours, be careful when offering something totally different. Know your lead well before sending an offer.
- Respect the request to unsubscribe from the list. If the person asked to leave the list, there is no reason for them to receive new emails from you.
13. Keep your contact list up to date
Delete wrong, inactive or invalid email addresses and ensure that your bounce rate has no detrimental effect on your reputation.
The bounce rate can be divided into two: hard and soft.
Hard is one in which the recipient’s address is invalid, that is, an email that does not exist is registered.
In this case, there is nothing to do, just delete the registered address so that this fee can decrease in the results.
Soft is when the recipient’s address is valid, but the message was not delivered for some reason, for example, because his inbox was full or his message ended up in the spam box.
The fact is that a bad reputation can cause you to be blocked by email providers, such as Gmail, Hotmail, Yahoo etc.
There are several reasons why ISPs decide to block emails. For Gmail, for example, it is important that email marketing campaigns merge images with text.
In order not to be blocked, make sure that the people on your list really want to receive your emails.
If you received the warning that your list has been blocked, it means that it has a lot of badly rated contacts.
This means that your list has many invalid, nonexistent or spam addresses.
Email providers, such as Gmail, Hotmail, Yahoo, create blacklists. And those who fall on these lists are unable to send email even to the spam box.
If you do not know, blacklist (the literal translation is “Black List”) is a list that groups mails, IP addresses or domains that have been reported as disseminators of messages considered spam.
14. Resend emails that have not been opened
Resending emails that have not been opened is a good strategy. Your customer may not have read the email for several reasons, so it’s worth trying again.
But don’t send exactly the same email: change the subject, put words like “last chance”, “reminder”, “I don’t think you saw that”.
Update the content. Do you have any new data, any new statistics that can be added?
Check the shipping time. If you sent the email in the morning, how about trying to send it at night this time?
Also, be careful not to resend too many emails. Consider whether it is necessary to send again or not.
15. Pay attention to the sending frequency
For the success of the marketing strategy it is important to analyze the frequency of sending emails.
Sending too many messages can be very annoying and even annoying, but too few emails can cause communication to fail.
Always remember to have a dialogue with your list. It is useless to send an offer without creating a relationship of trust beforehand.
To improve this communication, also analyze your opening rates and see what is the best time to send.
Find out what works best for your audience. One email a week? Two a day?
The fact is that there is no ready answer. The right amount of emails is the amount that works for your audience.
16. Track and analyze your results
Do you know the open rate of your emails? How many clicks on the CTA buttons? What is the conversion rate?
That is, are you tracking and analyzing your results?
It’s important to keep track of these metrics to see if what you’re doing is right or wrong.
Evaluate the results to improve your email marketing strategies. This will be simpler if you work with an email trigger tool.
These tools bring the main metrics, such as opening rate, CTA clicks, list subscription, cancellations, etc.
17. Watch out for landing pages
When you place a button or link in your email, the user is directed to a landing page, which can be a website or landing page, for example.
For your marketing strategy to work, landing pages need to work well.
So, test all pages and links before sending the email to your contact list.
You can also make your landing pages more attractive for conversion, whether to make the customer buy something, download an e-book or sign up for an online class.
Another tip is to never forward your lead to the first page of your website or blog. Link to specific pages. Don’t make the person look for information, show the easy way.
18. Use storytelling to write your texts
Storytelling comes from English. Story means story and telling. In other words, it is the art of storytelling.
And why is this good? Because stories connect, attract attention, touch upon sensations and feelings.
In addition, stories can generate more action on the part of the person who is reading your email. This is because, if well told, the story causes desire, inspiration … It instigates the person to take action.
19. Avoid attaching files
If you intend to send some kind of file to your contacts, avoid attachments as much as possible.
Attachments tend to be frowned upon by email providers. The reason is that they can understand that the content you are sending is malicious or a virus, and put you in the spam box for it.
In addition, you have no way of keeping track of who opened or not the file.
The best way is to send the file via a link, preferably hosted within your own website.
This way, you can track the success of your email and make sure that your leads will have access to the content. Not to mention that, in this way, it is possible to know how many people accessed the link sent by you.
20. Use an email marketing service
Using an email marketing service has numerous benefits for your business: you can track your results, segment your lists, personalize your emails, send automatic replies and more.
If you don’t already have a tool that automates your email marketing strategies, Klicksend can help you.
It is a tool for sending emails totally focused on converting leads and making sales.
With Klicksend, in addition to being able to create and send email marketing campaigns to the right person, you will also have access to:
- dashboard with important metrics for your marketing strategy;
- targeting the contact list by marking with tag ;
- real-time support to answer any questions.