According to a recent report titled The Future of Email Marketing 2017 Edition, email marketing will continue to be a mainstay of any e-marketing strategy. But like any strategy, if not done correctly, it will fail to produce useful results.
Here are five things email marketing professionals should focus on to help build successful email marketing campaigns.
- Don’t Neglect Your Database
Continue to build your database with quality contacts by utilizing multiple email sign up options, including a call-to-action button on your Facebook page, a signup form on your website, and by providing sharing options with existing email subscribers.
- Pay Attention to Your Subject Lines
Use compelling and relevant subject lines, and avoid using words that sound like you’re selling something. Even the word “Free” for an actual free event can trigger email spam blockers, so consider saving it for the email copy section. If you send out a weekly communication, test multiple subject lines and track their success. Don’t be afraid to change things up every once and awhile.
- Send Professional-looking Emails
Make sure your emails are formatted correctly, especially for mobile devices, and include quality images, and always proofread your campaigns for grammatical errors, ALT titles, and correct links before and after sending a test. First impressions count!
- Send Emails at the Most Optimal Time
Use your analytics to track when most subscribers open your emails and schedule them accordingly. Try to send emails when open rates are the highest.
- Scrub Your Database
Even the best email list can become stale over time due to changes in a subscriber’s life, including changes in location, significant life events, and other factors. Invalid subscribers cause your emails to lose their relevancy and lead to decreased open rates and higher bounce rates – both of which can impact having your emails marked as spam. Plan on scheduling this task every 3 to 6 months.
Most major email marketing platforms have tools to help you with opt-in form building, subject line testing, design and mobile formatting, analytics to track key email campaign metrics, and list cleaning and management.