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Did you know that email marketing is one of the oldest marketing techniques which never gets old? It’s a classic strategy which helps businesses stay relevant up to this very day, informing their clients and subscribers about what they have to offer. After all, email is still one of the crucial channels of communication, especially in the professional world.
And with the many email marketing strategies which begin to improve and innovate as the years go, many businesses still go for this technique and are successful at it. There’s so much to email marketing to talk about, which is why I want to share with you the seven important principles for successful email marketing!
Email marketing has evolved throughout the years, from finding ways to entice customers today with proper layout and email design down to the creation of tools like Postcards email builder to customize messages in a snap! But the principles will always remain the same, so here are the seven important ones to get you started:
- The Specific Information Provided
You have to make sure that the information you offer to your subscribers is specific. Everything you do in your email marketing campaign should be specific and with reason, from the goals down to send your messages out.
The emails you send must have purpose and importance, with benefits for the reader to take advantage of. From the interesting and relevant content down to value, everything must be well thought out and with the clarity that has readers enjoy and be satisfied with what they read.
With email marketing, take note: Your email doesn’t sell your services and products, which can put off readers. It only markets it for your website to sell it, so your goal here is to direct your readers to the website.
- Know Your Target Group
Your target group isn’t just one big audience from your subscriber’s list. There are different target groups under your audience, so consider their demographics, their interests, hobbies, and wants when it comes to the products and services you offer. If ever your emails don’t concern your target groups, they won’t bother reading through them.
How do you get to know your target groups? Through thorough research and the proper understanding of what your customers want, segmenting them to different groups dedicated to what interests them most. Email marketing isn’t just a one-time lesson, but you continue to learn and study, from the various email marketing trends down to your customers, new or old.
- Work On Your Contact Segment
Like mentioned, you have different target groups under the main audience, and the contact segment is one of the important principles of email marketing. To segment customer data and categorize such into different groups helps you communicate with your audience with clarity and interest. Again, you have to ensure that you take on proper time and research to know your audience!
Segmentation helps you find the different promos and valuable content to entice that specific group, keeping them a fan and likely customer to follow your email’s call-to-action. For example, a man won’t want to receive suggestions on women’s lifestyle products but would want recommended products tailored to his needs.
- What’s Your Call-to-Action?
The email marketing principles wouldn’t be complete without a business’ Call-to-Action! After all, one can have the quality email, the great content, even the segmented groups, but it would mean nothing without that call-to-action. After all, what would you expect people to do without receiving the cleat call-to-action?
While it’s best to have that clear and accurate CTA, avoid asking too much to the point it feels like you’re forcing your subscribers to do something. Also, avoid exaggerating, making it straightforward, understandable, and useful. That way, people know what to do when reading your email and you get better conversion rates for your website.
- Your Audience’s Data Integrity
In a business, one must focus on honesty, integrity, and reliability. Because your subscribers place in their private information, they give you permission to connect and contact them, and you must ensure that their data is protected without any security risk.
Not only should you secure their data in your network, but you should also include the unsubscribe option, which shows you respect their opinions. This can help raise your business’ integrity, showing that you are much more than a business but also focus on all your customers’ wants.
- Deliver the Fresh, Readable and Relevant Content
Content is king when it comes to properly email your customers and subscribers. After all, if your content isn’t relevant or interesting to your target audience, then they will most likely subscribe or ignore your emails, taking it to the spam folder.
That’s why you need to ensure that you provide the relevant content, which is simple, practical, and with the clear call-to-action. Remember, you have to create compelling AND relevant content. Having only one won’t cut. Furthermore, it should be customized and personalized to help the reader feel more important.
- Always Track and Adjust Your Email Marketing Campaign
And finally, make sure that you always monitor and adjust your campaign according to the tests and results from your email marketing campaign. Sending out emails helps you track your customers’ interests through clicks and conversions. You’ll be able to know who opened your emails and who followed your call-to-action. With that being said, you must continue to track such analytics and adjust, improving your campaign to provide even higher, positive numbers.
Steps to Building an Effective Email Marketing Strategy
Now that you’re familiar with the principles of email marketing, what are the steps to take to create an effective strategy? Check out these three helpful tips to get started:
- Build Your Email List
This is the first and most important steps to creating the right email marketing campaign. Focus on sending emails to contacts who have opted to subscribe and receive your messages. You’re able to get their information from pop-ups or various calls-to-action of your site, as well as having people sign up in person.
While building an email list yourself takes time and effort, it’s better than purchasing email lists or contacting random people. After all, people don’t want spam and you might be sending emails to those who are uninterested in your content, which destroys the significance of an email marketing campaign. Use an email verifying tool to maintain a clean and healthy email list. Plus, there may be legal issues on international email laws if you email those who don’t opt in your newsletters and such.
- Have Relevant Content With Value with a Clear CTA
Your content is a crucial area that can make or break your campaign’s success. With that in mind, you have to make sure that your content is relevant to your target audience, so it’s best to create smaller segments with messages dedicated towards such groups with specific interests and demographics.
Start off by providing value from the subject line down to the end with a call-to-action, offering value in the form of:
- Promotional coupons or codes
- Sharing industry knowledge and expertise
- High-value content that’s informative and entertaining
- Targeted product recommendations
- Reminders on events, their cart, etc.
This helps improve your relationship with your clients and email subscribers, also increasing the chance they will follow your call-to-action!
- Use the Good Design and Schedule Your Emails
Last but not least, ensure that your emails have the enticing design that people will want to stay on after they click on your message. After all, a boring and drab layout can have people exit and delete your email!
Besides an enticing and attractive layout, it should load quickly and with mobile-friendliness in mind, as many choose to scan through their emails on their small gadgets rather than desktops!
Furthermore, schedule your emails depending on your readers’ daily routine, sending it at times when they are most likely to respond. This depends on your goals.
Emails sent during the morning should be mobile-friendly and with a clear call-to-action, as this is the time readers are usually scanning content for value on their phones. Afternoons are best for B2B sales or marketing emails, as this is the time people check work emails. The evening is best made for e-commerce when readers usually have their computers with them.
Wrapping It Up
Email marketing is seen as permission marketing, allowing you to customize and personalize your messages to individuals, which strengthens your relationship with them. Through the proper strategies and knowledge on the important principles, you’re able to capture the essence of this marketing technique, utilizing it for success. Just remember to make the right plans and get started, adjusting your strategies until you’re able to reach goals.
Hopefully, this article on the seven important principles for successful email marketing helped you out! So don’t wait any longer and start strategizing your campaigns today.
If you have any questions or want to share your tips and experiences on email marketing, then comment below. Your thoughts are greatly appreciated.