Tips and best practices in email marketing
Posted: Tue Dec 03, 2024 10:18 am
As we well know, Email Marketing is defined as one of the most used techniques in Marketing campaigns carried out by companies, given that it is a fundamental tool for any business, because -among other things- it is the direct marketing channel with the highest return on investment.
But yes! It is only defined as such when it is developed properly, that is, using the most appropriate practices so that its results are as optimal as possible and, only then, it generates that return on investment that we like to mention so much in its definition.
Therefore, in our article today we are going to give you a series of tips and good practices for using Email Marketing so that, to the greatest extent possible, you too can make Email Marketing that essential element in your brand, which brings optimal and profitable results to your company.
The best tips for developing Email Marketing
Clean your database before sending any email
As we have been telling you over and over again, it is extremely important that before sending any Email Marketing, you make sure that your database is properly cleaned, that is, that it does not contain any incorrect or disabled email addresses.
The goal of having a completely clean database is none other than to prevent negative metrics , which is the only thing we achieve when we do not clean our database and send our campaigns to all those who appear on our list. In other words, we will invest more time, effort and resources, and, dear e-marketer, all that effort will be useless, since we will do everything possible to reach the attention of a user who, possibly, does not even exist.
Properly segment your community before sending any emails
This is something that may seem obvious, but you have to know that, for example, if my brand is looking to sell razor blades, it will be of no use to me to send a mailing clinics email list to my female community, unless said mailing is focused as “a gift for your partner”. That is, if we send a mass email, and we are not taking into account the target audience of our product, if we are, for example, a brand of personal hygiene products, we will reach the same public equally and, surely, not all of them will be interested in what we are communicating to them.
How should an email design be designed to achieve success?
That's why it's important to filter. Let's stop and think about who we're sending this message to, who our target audience is in this case, and filter. Filter by age, by sex, by geography, by whatever is necessary, but never let the user believe or feel that we're sending them content without being interested in who they are and what they want.
Pay close attention to the subject of your message: it is important!
The subject line of your message is a set of 5 or 6 words that will make the difference between a successful campaign and a bad one . Why? Because, normally, a standard user receives an average of 10-20 promotional emails a day. And what does he do? Well, hopefully, he will enter his inbox once a day, to take a quick look. And when we say “a quick look” we mean, exactly, a quick look, which lasts just fractions of a second. Therefore, you must make sure that that microsecond in which your user passes his gaze in front of your subject line, captures his attention enough to get him to click on your message, and enter its content.
It's not an easy task, right? But don't worry! Read this article and we'll clarify many doubts that you surely have in mind.
The content of your email must provide value
The content of your email must, at all times, generate value for your user. What's more, if you have managed to get them to click on your email in that micro-fraction of a second over the other 15 messages they also have in their inbox, it is because they are -indeed- interested in what you have to say. So, don't disappoint them. Or you won't get that opportunity again.
Don't make it difficult for your user if they want to unsubscribe
If there is one thing we 100% advise against, it is making it difficult for your user to unsubscribe from your newsletter. Why should you do that? If they are not interested in your brand and do not plan to consume from it, it will do you no good to keep them subscribed to your newsletter.
But yes! It is only defined as such when it is developed properly, that is, using the most appropriate practices so that its results are as optimal as possible and, only then, it generates that return on investment that we like to mention so much in its definition.
Therefore, in our article today we are going to give you a series of tips and good practices for using Email Marketing so that, to the greatest extent possible, you too can make Email Marketing that essential element in your brand, which brings optimal and profitable results to your company.
The best tips for developing Email Marketing
Clean your database before sending any email
As we have been telling you over and over again, it is extremely important that before sending any Email Marketing, you make sure that your database is properly cleaned, that is, that it does not contain any incorrect or disabled email addresses.
The goal of having a completely clean database is none other than to prevent negative metrics , which is the only thing we achieve when we do not clean our database and send our campaigns to all those who appear on our list. In other words, we will invest more time, effort and resources, and, dear e-marketer, all that effort will be useless, since we will do everything possible to reach the attention of a user who, possibly, does not even exist.
Properly segment your community before sending any emails
This is something that may seem obvious, but you have to know that, for example, if my brand is looking to sell razor blades, it will be of no use to me to send a mailing clinics email list to my female community, unless said mailing is focused as “a gift for your partner”. That is, if we send a mass email, and we are not taking into account the target audience of our product, if we are, for example, a brand of personal hygiene products, we will reach the same public equally and, surely, not all of them will be interested in what we are communicating to them.
How should an email design be designed to achieve success?
That's why it's important to filter. Let's stop and think about who we're sending this message to, who our target audience is in this case, and filter. Filter by age, by sex, by geography, by whatever is necessary, but never let the user believe or feel that we're sending them content without being interested in who they are and what they want.
Pay close attention to the subject of your message: it is important!
The subject line of your message is a set of 5 or 6 words that will make the difference between a successful campaign and a bad one . Why? Because, normally, a standard user receives an average of 10-20 promotional emails a day. And what does he do? Well, hopefully, he will enter his inbox once a day, to take a quick look. And when we say “a quick look” we mean, exactly, a quick look, which lasts just fractions of a second. Therefore, you must make sure that that microsecond in which your user passes his gaze in front of your subject line, captures his attention enough to get him to click on your message, and enter its content.
It's not an easy task, right? But don't worry! Read this article and we'll clarify many doubts that you surely have in mind.
The content of your email must provide value
The content of your email must, at all times, generate value for your user. What's more, if you have managed to get them to click on your email in that micro-fraction of a second over the other 15 messages they also have in their inbox, it is because they are -indeed- interested in what you have to say. So, don't disappoint them. Or you won't get that opportunity again.
Don't make it difficult for your user if they want to unsubscribe
If there is one thing we 100% advise against, it is making it difficult for your user to unsubscribe from your newsletter. Why should you do that? If they are not interested in your brand and do not plan to consume from it, it will do you no good to keep them subscribed to your newsletter.