If your company is like ours, email marketing is a big part of your marketing plan. Email marketing is one of the most effective ways to keep your current clients informed, stay top of mind and turn prospects into clients.
But that’s if you’re utilizing email marketing correctly. Believe it or not, there are some practices that are actually harmful to your business.
Including too many images – it will make it hard to focus on the actual content you’re trying to share with your viewers. Try to limit it to one picture per section or less. If you’re having trouble choosing which photo to use, pick the one that relates most to the content.
Not having an unsubscribe option – while you probably don’t want people to unsubscribe, you do want people who are interested in hearing about your content. People who wish to unsubscribe but can’t, will probably just delete your email without reading it, even if it’s applicable to them. Also, there are fines that can be levied against you for not having an unsubscribe button.
Sending every email to every single person every time – people fall into different demographics and it’s important to recognize that and to segment your list. Sending baby boomers emails about college applications just doesn’t make sense, so make sure you’re sending information to applicable groups.
Have no fear; there are good email marketing practices too.
Link pictures to the relevant information they are representing – when you do include pictures (which you should) make sure to link the picture to the information or story you’re sharing. Many people will click the photo, so make sure they’ll be directed to the right information.
Changing your subject line – this lets people know that your email is different from the last time they looked at it, which means you’ve got new content to offer them. Having a compelling subject could get a few on the fence subscribers to open up your email.
Format your email so it works on mobile devices – between 15 and 70% of your audience will open your email on their phone or tablet. Make sure they can see it just as they would on a computer.
Hopefully you’ll keep these tips in mind, and your email marketing strategy will benefit from them. For more information on starting or help with your current email marketing strategy contact Kendra Corman at firstname.lastname@example.org.
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