3 Tips for Effective Email Marketing
Email is one of the most wildly used tools in the world of marketing. In fact according to research done by Econsultancy, marketers around the global have rated email to be the top converting channel by ROI surpassing SEO and content marketing as well. Email is also considered to be the only tool that gives the user complete control in terms of who he or she may want to target and communicate their message to.
While most companies employ email tactics to fulfil their marketing goals, it has been observed that even a few mistakes can make a huge difference to whether your email will be read or not. So here are 5 things to keep in mind for effective email marketing
Quality Always Beats Quantity
Email marketing is not sending emails to a random database that you purchased or acquired from third-party vendors. That is just plain bulk emailing or mass mailing which also happens to be illegal in many countries. Even though sending bulk emails might give you some profit, it has been noted that the highest amount of revenue comes from sending emails to a database that you have built from acquiring Explicit or Implicit permission from the user. Explicit permission can be done by creating an opt-in option in your website or at your store. Implicit permission is when you get the customers information from registration forms or from existing customer relationships.
To make things straight forward, this is what it may look like sending emails on the basis of permission:
EXPLICIT: 2000 subscribers are enough to generate good leads
IMPLICIT: 20,000 subscribers can get you a decent amount of leads
NO PERMISSION: 2,00,000 subscribers may get you some leads
Frequency and Delivery
The frequency of your email can affect the open rate of your campaign. Research indicates a minimum of two to three emails per month is ideal however this might vary depending on the nature of your business. It should also be noted that, when you send your email also matters. The best days to send an email to your list would be on Tuesdays, Wednesdays and Thursdays and the best time to send an email is around 10 am or after 3pm. Test what works best for you and optimize your campaigns accordingly.
Subject Lines Are Extremely Important
Designing a visually appealing email is not enough. The first thing people notice is your subject line. Many emails go unopened because the subject line is either too boring or contains ‘spammy’ characters. We dedicate hours on research for creating graphics for our emails however very often we completely ignore the subject line. Here are a few examples of subject lines that mean the same thing however make a vast difference when they are repurposed
- Before: Our Tax Newsletter | After: 5 Tax Tips
- Before: New Shoes Now Available | After: Shoes that are the perfect fit.
Keeping these tips in mind will definitely make a positive difference to your email marketing campaign however if you want advance training in email marketing, I recommend attending one of Akshar Yadav’s workshops on the Art of Effective Email Marketing. He will take you through an in-depth training that will boost your marketing campaigns immensely.