Like most forms of online marketing, email marketing is a practice that’s always evolving. There was a time when even very large companies limited most of their email efforts to newsletters. While there are still situations where an email newsletter can make sense, the best practices for email marketing have gone well beyond that format.
If your company is currently doing some email marketing but you don’t feel like you’re taking full advantage of this channel, here are three strategies that can help you take what you’re doing to the next level:
It’s becoming more common for businesses to have multiple ideal customer profiles. What this means is a potential or current customer may be very interested in some of your offerings but not care as much about others. With targeting, you can ensure that you’re only sending an individual emails that are truly relevant to their interests. Utilizing this kind of targeting in your email marketing can help to maximize key metrics like open rates and clickthroughs.
One of the most common email marketing mistakes businesses make is not emailing their list often enough. The reason so many businesses make that mistake is they’re worried that subscribers will get annoyed. While that can occur if someone is getting a bunch of emails that aren’t relevant to their interests, as long as strategies like personalized targeting are being used, sending more frequent emails is actually a good thing. A highly effective way to avoid communication lags is to set up automated sequences that are triggered when someone takes an action like signing up for your email list or making a purchase.
Many companies assume that as long as they’re not blasting out spam, they don’t have to worry about whether or not they’ll end up in people’s inboxes. Although that’s a reasonable assumption, the reality is there are all kinds of issues that can come up with email deliverability. Not only do you have to worry about how ISPs handle emails, but many popular email service providers have taken steps to limit the amount of commercial email that goes into users’ main inbox. Getting the most out of email marketing requires making it to inboxes. And if you want to ensure you’re consistently able to do that, you need to have an email marketing service that offers features like full-service coaching and 24/7 delivery monitoring.
If you’re excited to put the strategies we covered into practice but are worried that your current email marketing provider doesn’t have the features and support you need, learn more about how Global IntelliSystems can help make your email marketing a success.