Diploma Course in Digital Marketing Unit 4: Digital Marketing Channels Assignment 7
Email marketing is one of the best performing strategies for marketing. It is a basic form but very effective. (Patel, no date)
One of the best practices of email marketing is to clearly define your goals. People use email marketing to achieve many business goals. Some examples of goals are to drive sales, boost brand awareness and generate and nurture leads. Businesses that use email marketing will have goals for it to be easier to measure the results of the marketing activities. It also provides the business with motivation for its campaign and stays on track. (Pickham, Jan 2022)
Another best practice for email marketing is to personalise the email greeting. Customers who receive an email from businesses want to have a personal email. People can make their email marketing personal by greeting the contacts with their first name, this will help grab the reader's attention right away. Many email marketing tools configure the greeting of the email campaign so that it automatically sends the name of the people on the contact list. (Vaughan, Jan 2022)
Furthermore, it is always best to include the company logo. This is increase brand awareness and also allows the readers to have a full understanding of who they are receiving the email from. There was a study in 2020 by Red Sift and Entrust found that logos positively impact email engagement as well as brand recall. Therefore, it is always to be mindful to add the business logo in email marketing. (Red Sift, Entrust, 2020)
In regards to adding to keeping the email personal, it is also good to always include an email signature. This shows that the email is being sent from the company, rather than an individual. It provides the email with a more personal approach as the readers know that it is coming from a human being and not a collective marketing team. In a 2019 State of Business Email Marketing study, 41% of markets have stated that they use email signatures for branding and visibility. Therefore, it is always best to include email signatures. (Newoldstamo, no date)
Marketers that are sending out an email marketing campaign should allow recipients to subscribe to the newsletter. This allows the readers to enable to share your business content and always receive news and updates on the business. (Boutin, July 2021) It is also important as it boosts the brand awareness of the business and allows the business to connect with their clients/customers and helps have trust in the relationships.
There are also some mistakes that marketers will have to avoid when using email marketing campaigns. People should avoid selling too hard in the email campaign. If the email is all about selling the business products then customers may become disengaged with the emails and opted out of the emails. Emails could be about sharing ideas or showing news on the business, building better relationships with customers which can lead to higher open rates and improve conversion rates.
Marketers should also avoid adding too many images to the email marketing campaign. This is because some recipients might block email images. Therefore, the email that they receive could just be blank. Marketers should use at most a few images in the email and space them out evenly. The Business Daily has stated that the total data image weight should be between 600KB and 800KB and resave PNGs and JPEGs to reduce file size. (Conlin, Jan 2022)
Lastly, marketers need to avoid overloading subscribers' inboxes with too many e-mails. Sending too many emails may lead readers to unsubscribe or ignore emails and they might get frustrated at the business if they have too many emails in their inbox. (Emil, May 2021)
References:
1. Boutin, C., 2022. Best Call-to-Action Words for an Email Sign Up Button to Increase Conversions. [online] Getsitecontrol. Available at: <https://getsitecontrol.com/blog/best-call-to-action-words-for-email-signup/> [Accessed 7 April 2022].
2. Conlin, B., 2022. [online] Businessnewsdaily.com. Available at: <https://www.businessnewsdaily.com/7101-email-marketing-mistakes.html> [Accessed 7 April 2022].
3. mailer, E., 2022. 11 Common Email Marketing Mistakes And How To Prevent Them. [online] Enginemailer. Available at: <https://www.enginemailer.com/blog/email-marketing-mistakes> [Accessed 7 April 2022].
4. old stamp, N., 2022. The State Of Business Email Marketing | Report by Newoldstamp - NEWOLDSTAMP. [online] Newoldstamp.com. Available at: <https://newoldstamp.com/email-marketing-report/> [Accessed 7 April 2022].
5. Patel, N., 2022. [online] Available at: <https://neilpatel.com/blog/beginners-guide-email-marketing/?tstamp=8ff8164c5deb89650c308d92cbdd0fe796acc1fb> [Accessed 7 April 2022].
6. Pinkham, R., 2022. 4 Email Marketing Goals to Set in the New Year (And How to Make Sure You Actually Achieve Them) | Constant Contact. [online] Constant Contact. Available at: <https://blogs.constantcontact.com/email-marketing-plan-2/> [Accessed 7 April 2022].
7. Vaughan, P., 2022. 17 Email Marketing Best Practices That Actually Drive Results. [online] Blog.hubspot.com. Available at: <https://blog.hubspot.com/blog/tabid/6307/bid/23965/9-email-marketing-best-practices-to-generate-more-leads.aspx> [Accessed 7 April 2022].
8. Whitepaper, B., 2022. Download our BIMI whitepaper today!. [online] Go.redsift.com. Available at: <https://go.redsift.com/bimi-whitepaper.html?utm_source=entrust&utm_medium=landingpage&utm_campaign=entrustblog> [Accessed 7 April 2022].
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