A proper email marketing campaign can help foster relationships between your business and consumers when implemented correctly. However, without the knowledge to compose such a campaign it can end up just wasting your time. As we dive into the Do’s and Don’ts of email marketing, keep in mind that the overwhelming goal of many email campaigns is to generate awareness for the business and drive traffic back to the website to make sales. This will be implemented through conversion rate optimization and will be touched on throughout the report.
1. Offer the Option to Unsubscribe
If there is anything people dislike, it is receiving emails we do not want. Providing an unsubscribe button gives people the choice to opt out of the email should they so desire.
2. Keep a Consistent Layout
Throughout the course of an email campaign, it is important to keep the style, layout, and colors consistent. Not only do people feel comfortable with consistency, this strategy also helps brand your company image as well.
3. Add Personality
If your goal is to keep your readers engaged and interested, you will have to speak to them with personality. If they feel that a person is speaking to them, they will feel as if the email was directed toward them only.
4. Add Backlinks
When composing your emails it is important to incorporate backlinks directly to the specific page on your website that is correlated with the content. This will provide email recipients with the opportunity to visit the corresponding landing page to obtain more information or to make a purchase.
5. Measure the Results
Be sure to research your open rates, conversion rates, and click through rates, finding your strengths and weaknesses in the email campaign. Utilizing this resource can enhance future-conversion rate optimization efforts. (CRO)
1. Don’t Use Spam Words
There are countless spam words one can use that will quickly dump an email into the “spam” folder. There are lengthy lists of these words online. If you would hear a word on an infomercial or sketchy internet advertisement trying to sell the “latest and greatest,” try to use it as little as possible. You can find a list of these spam words here.
2. Don’t Write Novels
We live in a fast-paced world today. Many people read emails on their phones and other mobile devices while they are on the go. Because of this, it is important to remember to accommodate your visitors. Shorter sections and concise messages are two great tactics to deliver your message without taking away the concept behind the email campaign.
3. Don’t Forget Strategy
It is important to follow a theme throughout your email campaigns and to strategize on what should be said and when to say it. Maintaining focus on a specific mission will not only be appreciated by readers, it will also hold their attention.
4. Don’t Keep Linking Back to Your Homepage
The goal of conversion rate optimization (CRO) is to turn your visitors into customers. When people find a special deal or offer through email, the easier it is for them to be directed to that specific deal, the higher chance it will be that they make that purchase. For this reason, it is always best to link directly to the corresponding landing page on your website. That way your website visitors who arrived via your email blast will not be sent on a wild goose chase of search bars and navigation throughout your website just to find one specific webpage.
5. Don’t Be Boring
When sending out emails anywhere from 1-4 times a month, it is vital to keep the recipient on the email long enough to guide them to your website. In order to do this, implementing a colorful template, specifically a background color, will keep the email interesting. This can also be done through various photos and videos as well. In the end, however, it is content that drives people to a sale. Find interesting and unusual ways to hook the email recipient into chasing the link to your website. The best content solves a problem or adds value to the life of the reader.