6 Tips for Email Marketing Mastery
By: IDG | 11/20/2018
If you said that you were NOT using email as a marketing tactic we would be shocked. Email marketing has dramatically changed over the past few years and several speakers at INBOUND 2018 shared insights on how to evolve email practices. We have consolidated these tips into Six Tips for Email Marketing Mastery you can leverage in your content strategy.
1) Comply with rules and regulations such as CAN-SPAM and GDPR
The foundation of any effective email marketing strategy starts with strategies to comply with rules and regulations. CAN-SPAM, for example, was put into place to ensure that your users have a way to unsubscribe from content they no longer want to receive. Most recently, we have all faced the EU’s GDPR requirements—providing protections around data and allows a user to trigger their “Right to be Forgotten.” This ensures organizations must delete your data. As this type of ruling encroaches on the U.S., marketers should focus more on organic growth than list buying.
2) Use data to add personalization and optimize
When subscribers are built organically and engage with/download your resources, you will collect information in exchange for the value you provide. Use this first-party data to your advantage and add layers of personalization to your message. Dorien Morin-van Dam shared in her INBOUND 2018 session that it is important to speak to your audience as a human. Whether you are focusing on new prospects or retaining customers, when you use data effectively, such as incorporating industry specific content, you can make your message more personal.
3) Maximize conversions by focusing on one call-to-action
Maintaining clear and direct email copy focused around one consistent call-to-action (CTA) is a best practice to ensure your message is easily understood and the desired action is taken. Your reader should immediately know the value this email will deliver. Crowding a message with too many details or additional links can become a detractor from the main action you are looking for the reader to take. Instead, keep the focus on the value and take steps such as ensuring all images (including your header image) link to a consistent desired action, maximizing the potential of turning an email click into a landing page conversion.
4) Be consistent on send time
Maximizing engagement is the ultimate goal for every email marketer. Using a combination of user data and findings from experts can help you discover the best times to reach your subscribers. Katie Robbert, Co-Founder and CEO of TrustInsights, shared in her INBOUND session how her company conducted a study using predictive analytics. The results showed the best and worst dates to send a B2B email in the next few months. Based on their data, the top two weeks to send emails are January 13, 2019 and February 17, 2019; on the flip side, the worst two weeks are November 25, 2018 and May 5, 2019. Since we are sharing this “secret sauce,” you will also want to analyze your own previous email marketing campaigns to gather data on when your emails had the best and worst open rates as well. Look to send an email when your target audience is expecting to hear from you, and when they’ve engaged in the past.
5) Keep mobile in mind
We can almost guarantee that a portion of your email marketing is being viewed via mobile, and likely at an increasing rate. Make sure you are designing your marketing emails with mobile in mind. Ensure your content is being seen as you intended using responsive templates. Reduce the size of your graphic images to optimize load times. Many platforms (such as Hubspot, Pardot, or specialty email tools such as Litmus) allow you to preview a message on several mobile email clients prior to hitting send. Spending time on a complex template only to find that a percentage of your audience can’t access the content effectively hurts email performance and ultimately your reputation.
6) Stay in the lab and keep analyzing after sending
Carly Brantz of SendGrid encouraged her audience during her INBOUND session—themed around making your emails irresistible—to always be thinking of ways to gain new insights. Small changes such as switching up CTAs, link placement, or trying new image locations could have a big impact. Taking strategic risks to gain a better knowledge of your audience can maximize engagement.
Overall, keep your email strategy centered on your customer’s prior actions and interests through research and testing insights. Do you have other email tips? Share what makes your life easier with your marketing colleagues at @IDGWorld. Explore new ideas, save samples and track metrics that you can reference later. At the end of the day, focus on your value to the subscriber to stand out above the competition in the battle of the inbox.