Email Marketing Field Guide
Chapter 1: Building Your Email List
If you choose to use email marketing, you will need to have a list of email addresses belonging to your clients or potential customers. The list MUST belong to you. We do not solicit any emails sent to anyone who has not explicitly given you their permission to be in contact with them. Purchasing an email list is 100% NOT opt-in. It can only lead to ruin your company’s reputation.
So how do you go about collecting email addresses? There are a number of methods below:
- Build Email Marketing List | Bloggers Make Money
- Email Pop-ups: from Worst to Best! | Email Audience
- The 7 High-Converting Places to Add Email Sign-Up Forms to Build Your List | Social Triggers
- How to Grow Your Email List With Facebook Promotions | Social Media Examiner
The Conclusion: Quality over quantity. Try to remember that having an email-marketing list of 100 people that are actively engaged with your company is far better than having a list of 10,000 people that want nothing to do with your company and don’t actually care about your emails.
Chapter 2: Creating an Effective Email
1. Composing a Subject Line That Gets Your Email Opened
Ensure the subject is line short, descriptive and states clearly what’s inside the email. Also It helps to personalise the subject line. It’s been observed that the open rate increases by 28% when email had the recipient’s name in it when compared to a general subject line.
Remember that depending on the target vertical, 15-65% of those people read their emails on a mobile device. They generally only see between 24 and 61 characters in their subject line.
- How to Write B2B Email Subject Lines that Get Your Messages Opened | Fresh Perspective Copywriting
- Seven Proven High Performing Headlines | Email Yogi
- The Most (and Least) Effective Keywords in Email Subject Lines | Marketing Profs
- 5 Email Subject Line Practices We ALWAYS Follow | LKR Social Media
- 10 Email Subject Line Blunders | Net Results
There are certain words that people recommend avoiding to keep out of the spam box.
- 30 Words to Avoid in Your Email Subject Line |Revenue Well
Remember that these aren’t the only criteria for spam and require repeated use based on the word. Don’t let the fear of their use hinder you from crafting a good subject line.
- Words to Avoid in a Subject Line | Waldow Social
- 7 Email Subject Line Myths Exploded | Smart Insights
2. How to Make Your Email Worth Reading and Clicking
Firstly, understand what you want to achieve from your email campaigns.
- 6 Ways You’re Undermining Your Email Campaigns | Kissmetrics
Provide a clear and visible call- to-action in your email:
- Which Links in Your Email Marketing Get the Most Clicks | Website Metrics
Always try to keep things personal. People respond better to an email that is from an individual, not a corporation or business that has no face to identify it.
3. How to Add Flavour to Your Newsletter
There are a few things you can do to make your newsletter stand out and communicate your brand to your subscribers.
Newsletter Header Design:
- Why Your Email Subscriber Experience Should Be a Priority | Net Atlantic
- Animated GIFs in Email Marketing | Three Deep Marketing
Examples of Animated GIFs in newsletters:
- 30 Creative Uses of Animated GIFs in Ema | Smiley Cat
- The Best Marketing GIFs of 2013 Strikes Back | Cinegif
- Animated GIFs in Email: GIF Me More | Email Audience
4. The Importance of Unsubscription
If pressing the “report as spam” button is easier than using your unsubscription link, your subscribers are going to opt to pressing the “report as spam”? It’s better to leave the choice up to your subscribers and be glad that they opted out instead of reporting you as a spammer.
5. How to Adapt Emails for Mobile Devices
Most people delete emails that don’t display correctly on their mobile device. Email Newsletters need to be created so that they display correctly mobile devices. The following are ways to increase your subscriber engagement for those who use mobile devices.
- Design Emails with a Mobile Mindset: Five Tips | Marketing Profs
- 9 Ways to Optimize Emails for Mobile Devices | Ninja Marketing Blog
Chapter 3: Sending The Email
1. Timing. When Should You Not Send Your Newsletter
There is no right or wrong time to send your newsletter. This is because the “right time” varies based on your target market and the type of product you are selling. It’s best to take your subscriber’s demographics into account and then test the response you get and adjust your send accordingly.
2. Frequency. How Much is Too Much?
61% of people state that “not being interested in an email” was the most common reason for not opening an email, followed by “getting too many emails” (45%). (Source: Chadwick Martin Bailey, 2012)
Segmenting your subscriber list makes it easier to send content that individuals care about. This results in better open rates and click-through rates. You should take relevant segments into account before uploading your list.
- Email Personalization: 750% Higher CTR and More Revenure for E-commerce Site | NegoSentro
- Timing is Everything: Email Segmentation by the Clock |Eway Direct
- Personalization: 9 Ways to Make email All About Them | Clickmail
- The Dos and Don’ts of Email Segmentation |EConsultancy
Chapter 4: Measuring the Results
“I have a delivery rate of “only” 99%? My open rates barely scraped 30%? Click-throughs rates are in single digits? How can this be?!” This is the type of reaction that a new user of email marketing gives for the results of their first campaign.
While it may seem at first that only 6% of your subscribers clicking your links in the newsletter is a terrible number, you should try to see the result in context. Do you know what your click-rate would have been on Google AdWords? Google says the average is around 2%. What about banner ads? 0.2-0.3% And Facebook is even worse sitting at 0.051%
So you see, putting things into perspective can change your view of them entirely. This is why you should spend some time researching the latest trends in email marketing.
- Email Open and Click-Through Rates Benchmarks by Industry | Marketing Profs
- Statistics Sources for Email Marketing | Smart Insights
Chapter 5: Email Marketing and Social Media
You can’t ignore social media. It makes your subscribers more engaged, but… Remember that you don’t own the data on social media platforms. What does that mean? You may ask. It means that you don’t own the database of your fans on Facebook and followers on Twitter. Thus, you will need to collect their email addresses with their permission and get control.
- 17 Ways to Integrate Facebook and Email Marketing | Convince and Convert
- 5 Examples of Email Marketing and Social Media Intergration Done Correctly | Zettasphere
- How to Integrate Social Media and Email Marketing | jeffbullas.com