So you built your email list, now what? Many small businesses owners build their databases, only to realize they don't quite know how to approach email marketing.
It's not enough that you have the list; if no one is engaging with your emails or opening them at all, then there's no point in having a database. So before you press the send button, read through these email must-dos to ensure your email marketing is always on point:
Do personalize subject lines. Emails with personalized subject lines are 7x more likely to get opened, so make sure you're customizing them for each email. Every email should have a unique subject line, so if you're emailing a list of 500 contacts, you can use 500 unique subject lines by simply inserting the recipients name. This accomplishes two things: 1) It shows the reader that your email is personalized; 2) The uniqueness prevents email filters from flagging it as spam.
Do send email newsletters at least once per month. Monthly email newsletters are a great way to stay top-of-mind and keep subscribers engaged. If you can't think of anything valuable to say, curate a selection of articles from your blog or elsewhere on the web. Or put together a case study or customer success story.
Do test email content before sending. Always test email content before sending to your entire email list. This includes email layout, images, links and CTA's (calls-to-action). By testing email content, you'll avoid embarrassing email fails that could damage your business reputation.
Do use images carefully. Including images in your email is a great way to break up the text and add visual interest, but be careful not to go overboard. Too many images can also slow down email loading times. Make sure your images are properly formatted and sized for email, and that you've included alt-text so that they'll be readable even if the images don't load.
Do link to landing pages. When you include a link in your email, it's a good idea to link it to a landing page that makes sense for email list members. Don't point blog post links or article links back to your home page; make sure you're sending email list subscribers directly where they want to go.
Do choose email service providers wisely. When selecting an email service provider (ESP), make sure their deliverability rates are high and that they offer email analytics so you can track the success of your email marketing campaigns.
Building and nurturing your email list takes consistency and patience. If you need help with yours, reach out and book a discovery call with us today! We'll get your email marketing set up on the right track toward business growth and success.