Effective email marketing remains a potent tool for businesses that aim to broaden their reach and strengthen customer relationships. However, to truly harness the power of email marketing, one must adopt best practices tailored to their unique needs. Here are eight essential strategies that can elevate your current email marketing efforts or help you get started with email marketing.

1. Build and Segment Your Email List

First and foremost, create a robust email list. Collect emails through sign-ups on your website, during events, and if your business has a storefront directly in-store. For example, a wholesale distributor could offer a 10% discount on a customer’s next purchase when they sign up at a trade show. Segmenting this list is equally crucial. A pet store might categorize its list by pet type based on past purchases, sending cat-related products to cat owners and dog-related products to dog owners, tailoring the marketing to the audience’s specific needs. Sometimes, a simple segmentation between customers and prospects is an effective first step to getting started. More on this below.

2. Personalize Your Emails

Personalization is a game changer in email marketing. Go beyond using the customer’s name; tailor the content based on their past behavior or preferences. A bookstore, for instance, could send personalized recommendations based on a customer’s previous purchases or browsing history, along with a special discount on those genres. If you use a CRM or Point of Sale software, look for ways to identify individual characteristics to assist you in personalization. The segmentation mentioned above can also be a good clue to opportunities for personalization in email marketing.

3. Craft Compelling Subject Lines

The subject line can make or break your email’s success. A compelling subject line should be concise, engaging, and relevant. For instance promoting a new seasonal blend might use a subject line like “Fall in Love with Our New Pumpkin Spice Latte!” This approach entices the reader by playing on seasonal trends and the allure of new products. Many email marketing platforms offer AI assistance for crafting subject lines.

4. Optimize for Mobile Devices

With many emails being opened on mobile devices, optimizing for mobile is non-negotiable. Ensure your email design is responsive and looks good on any device. Many email platforms handle this optimization automatically. Be certain you are using a platform that offers mobile optimization as this will ensure a more effective email marketing effort.

5. Provide Value through Content

Your emails should always offer value to keep your subscribers engaged. This could be useful information, entertainment, or exclusive deals. For example, a DIY tools supplier might send a monthly newsletter featuring DIY home improvement tips, how-to guides, and exclusive discounts on tools. If you are solely promoting your products or services, you’ll likely disinterest your readers.

6. Include Clear Calls to Action

Every email should have a clear, compelling call to action (CTA) that guides recipients on what to do next. Options could include “register now,” “learn more,” or “watch now” as links to a special webpage or video. 

7. Test and Measure Performance

Learn how to test various aspects of your email campaigns to refine and improve your strategies. Your business could experiment with sending emails on different days of the week to see which generates the best open rates. such as open rates, click-through rates, and conversions will help in understanding what resonates best with your audience.

Select and use a CAN-SPAM-compliant email marketing platform. Email marketing is best accomplished by following the best practices and laws that guide its usage. A professional platform will best meet the legal requirements and assist with following best practices. Look for a user-friendly platform that aligns with the tools you already use and offers robust analytics to track the performance of your campaigns. Many CRM platforms offer email marketing that can be automated or triggered based on the customer or prospect’s unique attributes.

However, keep in mind that the #1 step is to start with building and segmenting your email list.

While all eight recommendations above are integral to a successful email marketing campaign, the foundation lies in building and properly segmenting your email list. This initial step is crucial because it directly influences the relevance and personalization of your campaigns. Without a well-segmented list, even the most creatively crafted emails won’t reach the right audience, diminishing your campaign’s effectiveness. 

Starting with a strong, segmented email list ensures that you are not just casting a wide, generic net but strategically targeting those most likely to engage with and benefit from your content. It sets the stage for personalization and tailored marketing efforts that resonate deeply with recipients, making all subsequent strategies more effective.

Email marketing is a proven and strategic step in advancing your overall marketing success. With the right platform, a sizable and segmented list, and an understanding of best practices, email marketing will significantly contribute to your business sales and growth.

Need help planning and executing your email marketing strategy? Contact us today.