Email marketing is often looked over in favour of more flashy new channels, but it’s a really powerful tool to connect with customers past, present and future.
In fact, email marketing generates $42 for every $1 spent, which is an astounding 4,200% ROI, making it one of the most effective options available.
In this video, we’ll break down how to set up an email marketing strategy that works with your other marketing strategies to achieve awesome growth.
You’ll need to be strategic at every step of the process, so here’s what to do, and what not to do…
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The Do’s:
Do: A/B test your emails
According to Litmus, Brands that always include an A/B test in their emails generate an ROI of 48:1 on email marketing.
Do: Optimize for mobile
More than half of global web traffic comes from mobile phones (Statista) and nearly 1 in 5 email campaigns is not optimized for mobile devices.
Do: Remember who you’re talking to
Nobody likes getting bombarded with irrelevant information. The great thing is that with all the data at your fingertips these days, it’s never been easier to segment your database and send impactful, relevant communication to the people who want to receive it.
Do: Lead with value
Make sure whatever you’re sharing provides immediate value to the recipient.
Do: Automate
This ‘Do’ is one of the most important, growth-wise. Make sure you’re leveraging the most convenient tools and platforms to do the heavy lifting for you.
The Don’ts:
Don’t: Forget to follow up
Whilst there’s value in the occasional one-off email, you should really be contextualising every email you send with your wider marketing strategy.
Don’t: Spam
This should go without saying, but firing out frequent, irrelevant, unhelpful emails is spammy. It’s not just annoying for the people you’re emailing, either.
Don’t: Get sloppy
Once you’ve sent an email, it’s gone. Spelling and grammar mistakes happen (it’s only human!) but they shouldn’t make it to the final product.
Don’t: Break the law
Again, this should go without saying, but when it comes to email marketing, a lot of companies are still acting like we’re in the Wild West.
Don’t: View email as a standalone channel
It’s so important to integrate your email strategy with the rest of your marketing and sales efforts.
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That’s it for our round-up of the do’s and don’ts of email marketing.
The main thing to keep in mind is value, value, value!
Use all the data and tools at your fingertips for a growth-driven approach, and make sure your customer’s needs are always central to your strategy.
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