Top 10 Tips for Effective Email Marketing
July 30, 2021 /
In the early 2000s email marketing was seen as a genius new way for businesses to reach their customers and many businesses had great success with it. However, as the decade progressed email marketing became SPAM…many organisations overused it and lots of criminals started to use it as a way to rip people off.
By 2018 when the new GDPR legislation came into force countless businesses had decided that email marketing was just too much trouble, however in the past couple of years we have seen a resurgence of that good and successful email marketing that we experienced at the start of the century. So, if you are considering email marketing as a way to reach new customers or get more business from your existing customers here are our 10 Top Tips…
- Use email marketing to sell more of your products and services to existing customers
One important fact about GDPR is that is DOES NOT prevent you from communicating with, and marketing to existing customers. You can sign your customers up to your mailing list without getting them to double opt-in, although you do need to give them the opportunity to unsubscribe. Use this as an opportunity to let customers that have bought one of your products or services know about what else you offer.
- Don’t confuse personal email addresses with business email addresses
Don’t make the mistake of thinking that ‘personal data’ referred to in the GDPR legislation means only personal email addresses, like Hotmail or Gmail. The legal term ‘personal data’ is any data that can be used to identify an individual. So email@example.com is personal data because that is MY email address. firstname.lastname@example.org is not because that could be monitored by various people. The fact that it is a business email address has no bearing on the law.
- Be careful about buying lists
Buying a list of email addresses of people who could be interested in your services is a great way of reaching new prospective customers. However, you must be very careful about this data. To abide by GDPR these people MUST HAVE opted in to receive communications from you.
- Use an email marketing tool
Many email marketing tools (like Mailchimp) have a free version you can use up to a certain number of subscribers or campaigns sent. Mailchimp is free up to 2,000 subscribers. Mailchimp has all the functionality built in to ensure you stay on the right side of the law and don’t get blacklisted for spamming.
- Come up with a plan of content and frequency
Rather than just throwing together an email as and when it occurs to you, come up with a plan (perhaps for 12 months) of what you are going to say and when you intend to send emails. It might be that you set up an automated campaign of emails that go out to people at certain intervals from when they subscribe. Or perhaps you will send a weekly, monthly or quarterly communication with news, offers and advice. To figure out the best time to send your emails check your website statistics to see when your website is at its busiest – if you are not sure how to do this take a look at our FAQ here.
- Create an effective layout
If you want your subscribers to read what you send them take the time to create a clean and enticing layout. If this is an area that is difficult for you, you could have a designer create a template which you can use for your ongoing emails.
- Optimise your From field
Your From field should be your name, plus your company name for example ‘Louise – The Inspiration Agency’ and the email should come from a proper named email rather than info@ or hello@. This will avoid too many of your emails ending up in Junk.
- Think about the title
Make the title of your email, which will go in the Subject field interesting. If you are sending a monthly email it should not be ‘Enewsletter April’, but rather something from the content itself which will make people want to open it.
- Keep it short and sweet
Keep the content of the email short and put links through for people to read more on your website. This has two benefits 1) you can track how many people clicked through, so you know what people were interested in 2) your email respondents, once on your website, may peruse other information or make a decision to buy.
- Check the stats
Our final tip is not to just forget the email the minute it is sent…check the statistics after a couple of days. See what people were interested in and how the campaign compares to others, so you can adjust your strategy.
Best of luck with your email marketing, we hope it is a successful marketing strategy for you and as always, if you need help get in touch.