Tuesday, 16 July 2013

3 Golden Rules of Email Marketing

Posted by Unknown at 2:59 pm Labels: , , , , , , ,
Email Marketing is a lot more than just sending 1 email to your mailing list. It has the potential to reach out to those one time buyers and bring them back for more. If you are just starting to get to grips with Email Marketing and you would like a little more advice then our Becoming An Email Marketer white paper is a great place to start. 

However if you are ready to take full advantage of what Email Marketing has to offer then you should start by following these 3 golden rules:

1) Know your audience:

Before you start to create your email you should think about who the target audience is; who are you sending your email to? What do they expect from your email? How often do they want to receive it? 

If you don't have much information about your subscribers then don't worry as you can create as many subscription forms as you need. You can easily add one to a web page or even another email requesting further information from your subscribers. You can also use the Reports & Statistics we provide to see when your subscribers are opening your email and on what type of device.

By knowing your audience you can target your emails which will instantly make them more relevant. Also by knowing what time your recipients take action with your emails you can set your future sends to be sent at that time to help gain the best open and click-through rates possible.  

2) Target your emails:

This may sound obvious but everyone is different so make sure your emails represent that. You may be surprised how many people just send 1 standard email to their entire list. This in some cases is fine but for most you can do so much more! As everyone is different it is best to make that noticeable within your emails. The best way to do that is to target your emails specifically at the different people you are sending them to. 

I have listed some ways you can do this below:
  • Add personalisation - You can add personalisation to your emails such as including the latest product bought or the location your subscribers are in. By doing this the recipients will immediately know the products and the content within the email are specifically aimed at them.
  • Segment your mailing list - Our segmenatation tool allows you to use the information you have gathered from your subscribers to segment your mailing list into more targeted groups. You can also separate your mailing list using the data provided within the Reports & Statistics. Some examples of groups you can create using the data from your Reports & Statistics are those that regularly open your emails, those that open your emails on a mobile or even those that open your emails at a specific time. 
  • Make simple changes - Once you know what target audience you are sending to you can start making changes to your email. You may want to consider changing the layout, colour scheme, terminology used in it and the products you present. By making those changes it will help to make the email more relevant and appealing to the recipients.
3) Test your emails:

All email clients will interpret the HTML code used in your email differently which makes it slightly more challenging; but as always we are here to help! 

We provide over 400 free templates that you can use and as they have already been tested against the different email clients all you need to do is add your own images and text into them. 

Alternatively if you are a bit more adventurous and would like to create your own then we provide an advanced feature called Inbox Preview which is free to use for paying accounts. It will allow you to see how your email looks in over 14 different email clients and even on an iPad and iPhone. As you will be able to see for yourself how your email looks you can be safe in the knowledge that your email will look great regardless of what email client your subscribers are using. 

 So by following the 3 Golden Rules above you can make sure you get the best out of your email marketing.

Leave us a comment below to let us know if you have tried these tips before or if you have any of your own that you'd like to share.

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