The Dos and Don’ts of Email Marketing

how to do email marketing
how to do email marketing

Email marketing is a reliable way of getting new leads, sharing news about your business, and building interaction and trust between you and your customers. While it’s one of the older forms of digital marketing, it’s still an important part of digital marketing that is only getting stronger with time. 

For example, roughly 80% of marketers have reported an increase in email engagement over the past 12 months. On top of that, email marketing was ranked as the second most effective medium for building brand awareness for small businesses as well. That’s why today, Business Warrior is going over how to do email marketing – more specifically, the dos and don’ts of it. 

Does Email Marketing Work?

If done right, email marketing is a highly effective strategy. 64% of small businesses say their email copy is effective or very effective. It additionally is proven to provide the highest return of investment for small businesses, as the cost to operate and automate email campaigns is extremely low and does not require bidding to beat your competition, like other marketing platforms. 

The key is to get your customers to open and click through your email. This is easier than you may believe – an effective email marketing campaign has an average open rate of 26%! That means if 26 people out of 100 open your email, your campaign is doing well! 

So, how do you hit a 26% open rate, and, more importantly, how do you exceed it and get more sales? 

The Dos

There are three things you MUST do to have a successful campaign. 

Target the Right Audience

Before you get started on an email marketing campaign, you have to know who will get your emails and how they will get them. So, naturally, the first step is deciding how you will build your email list.

You may already have a list of emails to use from past sales or campaigns. Regardless, you’ll need to expand that list in time. Most businesses gather them from two places: sales and a pop-up offer on your website. The pop-up offer can be a discount code sent to their email or informational content such as a video, demo, or e-book. 

Now you have to decide who you want to target. Are your emails going to people who want to return their products, customers who bought from you in the past, or people who you are trying to get to make a purchase? Each of them will need different copy, images, and CTAs (calls to action) attached to them. 

This leads to the next do…

Set Goals

Ask yourself what you want to achieve and how you plan on doing it. Some of the most common goals for an email marketing campaign are the following:

  • Attracting new subscribers 
  • Generating more leads
  • Increasing engagement 
  • Providing value 
  • Retargeting old customers 

And finally…

Keep Your Emails Short and Sweet

Nobody wants to read a novel when they open an email. They want snappy text, cool images, and a clear reason why they are getting this email and why they should care. 

Firstly, create a great hook that answers the “why should I care?” question. It can be “Get 20% off your next purchase!” or addressing a pain point with some self-referential humor (that matches your offer/product/service), like “Are your eyes sore from reading this email?” 

Secondly, make the experience enjoyable. Don’t bombard your reader with bright images and unnavigable copy. No one likes to feel dizzy when they’re reading emails, after all! 

Thirdly, personalize it! We don’t just mean adding their name to the “Dear <blank>,” line. We mean writing the email as if you’re addressing the reader directly. 

Finally, don’t forget the CTA. Make sure your reader knows exactly what you want them to do – click a link, use the discount code, or make a sale – make it obvious! 

Now, onto the things you should not do, a.k.a the don’ts!

The Don’ts

With 3 dos, come 3 don’ts. 

Don’t Spam Your Readers

Spam = bad. Readers won’t open your emails if they look spammy and they definitely won’t stay subscribed to your list if they think you’re bombarding them with emails. We recommend weekly emails in most cases. The exceptions are introductory campaigns that introduce new subscribers to your business. Those should go out on an every other day basis. 

Don’t Overuse Images

Think of how you open your emails. If you open them on your desktop, then you know how annoying it is to wait for images to load. If you use your phone, then you know how bad formatting can get when the email has too many pictures. 

The short of it: use 2-3 images and that’s it. Keep it short, keep it sweet, and don’t present your entire catalog unless you have a developer who can properly format those images to fit every screen size and load quickly. 

Don’t Forget Your CTA

This is so important that we’re saying it in both the dos and don’ts. Do not forget your CTA! If you do, your readers will just close the email and move on – you won’t hit your goal and you’ll just waste your time and money. 

Want to learn more about how to do email marketing the right way? Check out our blog that goes over all of the basics here

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