Ten Tips to Better Email Marketing

 In B2B Engagement Marketing, Demand Generation, Uncategorized

Email marketing is a proven way to generate leads, increase website traffic, and boost sales. However, it can require a bit of finesse and experimentation to find the perfect methods of your business. With an ever-increasing amount of spam filling inboxes and users switching to alternate forms of communication, such as text messaging and web conferencing, proper marketing strategies are more important than ever.

These 10 key tips will provide measurable results for any email marketing campaign.

1. Include links.

Email marketing is all about generating action by the recipient. Whether you are promoting a new product or simply updating clients on upcoming events, be sure to include links or contact information for further inquiries. This makes it simple for readers to follow up and improves the chances of interaction and conversion.

2. Create dedicated landing pages.

Email marketing campaigns are often highly optimized. With all the effort devoted to trimming lists, generating copy and A/B testing template elements and delivery times, it can be easy to overlook the experience that the reader has after reading the email. Creating dedicated landing pages for your campaigns ensures a consistent user experience and puts the most relevant information in front of the customer. It also allows for easier organization of campaign analytics.

3. Optimize your mailing lists.

Email marketing works best with a well-cultivated and targeted list. Take the time to dig into your analytics and prune your lists regularly in order to maintain strong open and click rates and avoid emailing old or invalid email addresses.

4. Create a connection.

One of the biggest mistakes many email marketers make is failing to connect with the customer. Do not just push information into their inbox. Create a story, establish a relationship and build your brand with every email. This creates recurring customers and builds brand loyalty.

5. Keep it simple.

Images, flash animations and video are great for websites. However, they rarely work well with email campaigns. Many email clients filter this content out by default. With so many emails coming in daily, most recipients likely just scan the text and move on. If your call to action or major content is in images or other design elements, they could be missed entirely.

6. Guide the reader.

Provide a call to action in every email. If you are hosting a webinar, include sign-up links in your email. For promotional offers, include links to relevant items. Guide the reader with clear calls to action to improve your conversion rates.

7. Integrate social media.

Including social media sharing prompts and links in your emails makes it easy for readers to share relevant information with their own contacts. Social sharing can help spread your message to potential clients and businesses and build your brand presence on the relevant online platforms.

8. Make opt-outs easy to find.

Include links to unsubscribe from your mailing list at the bottom of every email. Not only does this help build trust with readers, it is a legal requirement in many jurisdictions.

9. Provide alternate contact links.

Different readers prefer different communication methods. Give them a choice in your emails to improve engagement and increase conversions.

10. Beware of spam filters.

All it takes is one email to land your campaign on the spam filter list. When this happens, getting back into the inbox can be difficult. By keeping emails simple and requesting that readers add your email address to their address books, you can reduce the risk of hitting a spam trap and landing on a spam filter list.

Digital marketing is increasingly advancing with the development of new social tools, but email marketing is still one of the most viable ways to create leads for sales. Following email best practices and optimizing your programs will give you competitive advantage.

About the Author: Robert Woodford has been a freelance writer for companies like http://www.reachmail.net for more than a decade. When he’s not writing, you can find Robert with his family at home, or working out at the gym in anticipation of his next triathlon.