6 Principles of Successful Email MarketingReading Time: 5 minutes
This article was last updated on July 19, 2021
Email marketing is by far the best marketing tool for businesses to invest in. It is a process that can be automated to welcome and nurture new subscribers and engage existing customers. Needless to say, when implemented correctly, email marketing can yield significant results for marketing teams; easily converting subscribers into buying customers. Every business has its principles of successful email marketing, and today we share ours.
Below, we share six of the principles we stick by for successful email marketing.
Did you know that the average person only spends 13.4 seconds scanning an email before deciding whether they want to read it further? It all boils down to readability. It is one of the principles of email marketing because audiences have a short attention span, and it plays a significant role in grabbing your reader and enticing them to read more.
As you design your email marketing campaigns, take the time to consider how the visuals you incorporate might hinder its readability. White writing on a black background may be disorienting and hard to read for some subscribers. Designs that are text-heavy and feature little to no imagery or an email with too many images are equally unfavorable. For optimum readability, strive for a balance in your design choices and be sure concise in your message.
Keep Your Promises
The relationship you have with a subscriber is based on transparency and a mutually understood exchange. When a lead submits their contact information, they expect to receive an email newsletter or a free download for their troubles. However, if they sign up and instead get unsolicited promotions, the deal is broken, and you have just violated their trust. This can be harmful to your conversion rates and ruin your reputation should word spread of your practices. One of the fundamental principles of successful email marketing is to stick to your promises.
Not only is delivering on a promise you made an act of goodwill, but it also helps you become more trustworthy to your subscribers, which encourages them to trust you with something else: their business. The best way to keep your promise is by providing them with the lead magnet they signed up for. If there are other emails you want to send, get permission from your subscriber. Ask them to confirm which emails they wish to receive and honor their response.
Optimization for All Devices
By now, we’re sure you’re tired of hearing about how you should optimize your email marketing campaigns for all devices, but that is just a testament to how integral this principle of successful email marketing is. It is crucial to have a flexible email template that works on desktop email applications and mobile email applications. This enables you to reach subscribers no matter what device they read your emails on.
Keep in mind, you may only have one chance to impress a new subscriber, and a poorly formatted email can result in them deleting your email or, worse, unsubscribing from your email newsletter. If you need a custom email marketing template, our team at MailBakery can help. We love collaborating with businesses to bring their visions to life and creating stunning designs that boost conversion.
Few things are worse than wanting to reach out to a company and not being able to. Another principle of successful email marketing you should employ is to ensure that your company is accessible. If you want a potential or long-existing customer to feel like they can reach out to you, then you may want to revise the signal you’re sending your audience. By having email addresses marked “noreply@,” you appear off-putting and uninviting. It can lead to missed opportunities to receive valuable feedback or suggestions from subscribers.
If your customers have to jump through hoops to connect with you, then they won’t reach out when they have questions about products they want to buy. Instead, add a bit of humanity to your email marketing campaigns by having them come from “sales@” or even a made-up employee like “avery@ .” But most of all, encourage your readers to reach out and interact with you. It is the easiest way to establish rapport and build brand loyalty.
Test Before and After Hitting Send
Perhaps the most vital entry on our principles of successful marketing roundup is that you should always test your email marketing campaigns. You may be familiar with A/B or split testing, which is an excellent method for testing elements of your emails like subject lines, graphics, or phrasing. However, if you have errors within your emails, it can skew your data.
To remedy this and ensure you get the best metrics, try email pre-deployment testing. There are no such things as being too thorough when making a good impression with your emails. Using this tactic improves deliverability and enables you to catch details like typos, broken links, and even gives you an idea of how your emails will look on various devices and browsers. Best of all, it keeps you from looking unprofessional to subscribers or sending an “oops, we messed up” follow-up email.
Personalization with Segmentation
A one-size-fits-all approach is no longer the most effective way to appeal to subscribers and customers. Your subscribers have different interests and needs, and the emails they receive should reflect such. One way to achieve this is with personalization through segmentation.
As one of the principles of successful email marketing, segmentation increases the effectiveness of a message because it allows brands to tailor their content to meet the reader’s needs. Providing your readers with relevant info helps build a one-on-one relationship with the customer and makes them feel like a company is invested in their experience.
Creating email marketing campaigns that attract leads and convert them into paying customers is a fine science that requires testing, tweaking, and revising to find success. We hope that our roundup featuring six successful email marketing principles can get you on the fast track to gaining new, lifelong customers.
If you are in the market for custom email templates, then look no further than MailBakery. Our team can assist you by creating stunning, brand-specific email templates that will be love at first sight for you and your customers alike. Have a vision that you want us to bring to life? We’re happy to do it. If not, let’s brainstorm together.
Interested in learning more? Contact our team today, and let’s get cooking!