Email marketing is a broad subject. It involves planning, scheduling, managing, and so much more. Each marketing campaign is unique, but there are some email marketing dos and don’ts that are always in the best interest of a campaign. They must be followed vigilantly to get positive results.
Thou shall not ignore these Dos and Don’ts:
1. Do not send generic mass emails
There is nothing more off putting than generic mass emails. Firstly, these are rarely relevant. Secondly, these will not be tailored according to the subscriber’s age, gender, location, etc. Dynamic content will be more likely to interest readers.
2. Do optimize your email for different devices
The different devices out there are a particularly important factor to consider before the execution of an email marketing campaign. There are more than 2.1 billion mobile users globally, and only increasing. 80.3% of these mobile users delete emails not optimized for their device, and 3 in every 10 will unsubscribe as stated on this report by bluehornet.
3. Don’t send without testing
Better be safe than sorry. Test your emails before sending to ensure they look the way they are supposed to look (design, layout, etc).
4. Do send automated emails
Automated emails target audience when it is most receptive. It is no wonder the most effective emails are cart abandonment and welcome emails, as seen on this chart by MarketingProfs. These are also a great opportunity to present any related or seasonal products.
5. Do not bombard your subscribers
Sending emails too frequently can annoy subscribers and lead to your emails ending up in the spam folder. These low open rates can harm your sender reputation and start deliverability issues.
6. Do personalize and segment
Personalization and segmentation includes sending suitable content according to the subscriber’s buying cycle stage. They will be more receptive at this point.
7. Do not ignore your email marketing reports
Your email marketing data is invaluable in providing insight to your efforts. You will know what is successful, and aspects need to be worked on.
8. Do get email verification
Email address verification is a crucial step in ensuring your email marketing campaign is reaching the audience. An email verification service will detect any invalid or bad emails that may not be letting your marketing campaign reach its full potential.
9. Don’t break spam laws
Spam laws are there in place for a reason – do not ignore them. Repercussions include getting your domain blocked, a dwindled sender score, and low deliverability; all really bad for your campaign.
10. Do monitor bounce back rates
Bounce back rates indicate whether your email is reaching the inbox or the spam folder. A campaign is useless, if the subscribers don’t even get to see it. Keeping a tab on bounce back rates will help you curb them.