Smash Your Next Campaign Using Our Top Email Marketing Guide
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Open up your email on any given day, and you’ll see a flood of marketing messages. Do you read every one or do you ignore them completely? What makes one email marketing campaign stick out? What makes you want to open one over another? Or what types of behaviors prompt you to unsubscribe?
In this post, we’re going to examine the answers to these questions in more detail. We’ll hone in on what makes for a great email marketing strategy and how your marketing department can apply these principles.
Before we dig in - check out our Email Marketing infographic by EveryCloud below:
What is Email Marketing?
This is the process of sending out a secure email containing different types of content to a specified list of subscribers. The content served up in this way can be aimed at:
- Driving traffic to your site
- Building a relationship with clients
- Adding extra value for subscribers
- Boosting sales
Getting Email Marketing Right
The line between spam email and email marketing is a very fine one. Is your company crossing it? Let’s go over why a recipient might consider an email to be spammy.
What Makes an Email Spammy?
Spam filtering software identifies spam by looking at the words used in it and the address that it’s coming from. It is possible to get past an email security appliance or mail security software. Avoid phrases like “clearance” and “sale” or other overt sales language.
Convincing your reader can be more difficult. Almost half of your clients will report your emails as spam if they feel they are receiving too many. Once they’ve done that, the mail gateway cuts off any further communication from your company.
How Many are Too Many With Emails?
So how much is too much? Is it sending out emails daily? That’s an issue that is harder to quantify. An email sent once a week could be considered spammy if it has no value to the recipient.
The next time you sign off on an email campaign, ask a simple question, “Does this improve the reader's life in some way?” To do this, the email must entertain, provide a solution to a problem, or educate the recipient. You need to have a more customer-centric approach here.
Making Your Emails More Customer-Centric
Start from the point of creating a valuable resource for your recipient. If the recipient finds the information useful, they’ll read your emails in future. Better still, there’s a good chance that they’ll share it as well.
Personalization is the key to your next successful campaign.
What Do We Mean by Personalization?
Start with personalization. Nothing will get you in the junk pile faster than “Dear Sir/ Madam.” Use the person’s name to start out with. Then take personalization a step further by creating content specifically for them.
That’s going to mean segmenting your email list. Find a logical way to group together clients with similar needs and interests. That way, you can create a more targeted email that is relevant for each group.
A company CEO, for example, is more likely to be interested in tips to improve marketing results rather than home cleaning tips. By segmenting your list, you can create several mini-campaigns with personalized offers. This, in turn, provides value for the recipient.
If you want your next campaign to fly, consider a more client-centric approach. Personalize your messages to ensure that they’re more valuable to the recipient. That’s one of the best ways to create an email protected from being marked as spam.
Focus on creating top-notch content in each mail, and you’ll significantly increase the numbers of emails being read and shared.