When it comes to communicating about your brand or selling your products, email marketing is one of the most cost-effective methods. With studies showing for every $1 spent, email has an average $42 return on investment (ROI). When shoppers are ready to buy something, they often look for emails from their favorite stores.
To see the highest ROI you need to build and maintain an engaged subscriber list, made up of people who want to receive your messages. Building a clean list can be time consuming work at the outset of your email marketing strategy. There are lots of ways to find people who’ll look forward to getting your emails, but here are a few that perform the best.
NO. You should NEVER buy an email list.
Purchased lists are ineffective, If you send emails to a list of people whose contact info you bought, many of the emails will get identified as spam and you’ll also get high unsubscribe rates. Also you will find the data is often just garbage, massively out of date.
Don’t use third-party lists. This includes purchased or rented mailing lists, and lists scraped from third-party sources, including public websites.
Always get permission. Everyone on your list should have opted in to receive emails from you, and their permission should be express and verifiable. If you use an email platform signup form options, you can track the permissions.
To make the planning part easier, here are some best practices you’ll want to consider when devising a strategy for your email marketing.
Define your audience
Regardless of what you sell, you should have a clear idea of who your audience is in order to effectively communicate with them. Segment users within your audience so you can send them personalised and targeted emails that help increase engagement, build a trustful relationship and generate greater ROI.
Understanding where your subscribers initially signed up for your list is valuable data. Knowing where customers joined your email database can give you a better idea of how to communicate with them and where you might want to focus your marketing efforts going forward.
Segments and groups
The more relevant the campaign, the better the results. So once you’ve identified smaller groups of people within your larger audience, you’ll be able to create groups and segments to send more relevant and personalized emails to your recipients. There will be times when you’ll want to send to your entire list, but by segmenting your users you can significantly increase the click-through rates and e-commerce orders your campaigns generate.
Decide what to write
Now that you know who you’re writing to, it’s time to think about your content. What do you want to say to your audience? What is your content marketing strategy? You’ll want to send emails with purpose, that really speak to your subscribers, so always keep in mind what they signed up for.
Establish your sending frequency and goals
There’s nothing set in stone about how often you should email your customers, but sending too often subscribers are likely to stop opening your emails or unsubscribe altogether. Some users that run a blog or news website might choose to send daily updates to their subscribers, while other users only send twice a month so subscribers stay excited and interested about their emails. Choose to send your email campaign at a pace that suits you and your customers. Check the unsubscribe rates and the click through rates to adjust the frequency as and when its needed.
Make a schedule
A good way to make sure you’re staying on track is to create a content calendar to schedule your campaigns, blog posts, social media posts, and more.
Your email marketing schedule will depend on your industry, the types of content you send (content marketing strategy), and your sending frequency.
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