Email marketing is a powerful marketing tool for communicating with your clients and customers, but at the same time, getting your messages actually read can be an uphill battle.
Even if your brand or business isn't yet into email marketing, you can reach new audiences because experts check their emails at least once a day, if not multiple times a day. We know there is a huge opportunity to
But what are the best practices for email marketing in 2023? Will email marketing still exist in 2023? Yes, it really does. However, like anything else, this medium continues to evolve and change. The strategies behind how brands once sent emails may not be working as effectively today.
Develop a powerful email marketing strategy
First and foremost, having a strong email marketing strategy is essential to organizing your message and having a clear understanding of how you want to communicate with your audience. What is the primary purpose of email marketing? What tools will you use? Who will be the team member who will oversee these activities?
As with everything else in this industry, you need to have a strong strategy in place before diving headlong into the disruption. Follow the guide below to help you build your email marketing strategy.
Choosing an email automation platform
Email marketing is important, but it's not everything. Therefore, do not eat all the time. Using an email automation system can be very helpful in sending emails and auto-responding. You can use email marketing software tools such as: mail chimpanzee, Zoho Campaign, mailer light, Klaviyo, and GetResponse, to name a few. However, finding out which email marketing tools are best suited to your brand and goals also requires research.
Once you choose a platform, try it out to understand its features. Send yourself test emails, create different templates, and design creative graphics for your campaigns.
Check email list
When you think of sending an email to promote a new product or service, the right strategy is to send the email to as many people as possible, right? mistaken. At some point, your clients will disengage, become uninterested, or stop interacting with your email altogether.
Therefore, it's important to regularly review and edit your email list to make sure you're sending it to people who will open and read your emails. Also, open rates are important to her IP's reputation. If your open rate continues to be very low, your email could be detected as potential spam, which is something you definitely want to avoid. It's a good idea to review your email list every few months to ensure you're engaging with the right people.
Personalization and segmentation
Creating segmentation within your emails allows for more personalized emails. This allows you to categorize your contacts based on how they interact with your brand, what plans or memberships they have, what products they like, and more.
Segmentation depends on your business goals and what you offer. You can segment by demographics, behavior, whether they attend events, or subscribe. Newsletterdiscount list, etc.
It also opens up different campaign options and allows you to specifically target different audiences, increasing the likelihood that they will resonate with and engage with your message. Then track this data to see open rates, clicks, and responses. Bring this back into your strategy and continue refining your email tactics.
short, sweet, and to the point
We know email is a great place to share your stories, offer resources, and offer special deals. However, it's easy to get caught up in writing emails. To retain your reader's attention, keep your message short, clear, and to the point. This doesn't mean you can't tell your story or share valuable newsletters and articles. However, there's a difference between sharing persuasive information and just filling out sentences.
No one feels special when they learn that a brand sent out a bunch of long emails to all of their users. When writing an email, come up with a few main points and stick to them in your email. Stay on topic and avoid throwing in random links and resources that don't follow the message. This also allows you to create multiple, shorter emails to keep your audience engaged.
ask for feedback
If you're not sure what your audience thinks or what they want, ask. We understand that being an authentic brand is extremely important, but it also means being vulnerable. Remind your audience that you are there to answer their questions and listen to their feedback.
Take this feedback and implement it into your future emails and campaigns so these actions don't go unnoticed. This allows the community to participate in conversations and their own engagement.
Retarget…wisely
I think everyone is familiar with the idea of retargeting. Send follow-up emails or messages to people who interacted with your brand but decided to leave before making a purchase or investment. This is a popular email marketing best practice for 2023 as it is very effective if done correctly. Be careful when performing retargeting and avoid overdoing this type of campaign.
When sending retargeting emails, consider being more specific and offering special offers to these users. With regular email, this is less effective as the user knows this is just automatic retargeting. See what actions these users took, where they exited your brand, and where they left your brand.
Tracking metrics
At Metricool, we love metrics, so I'm sure this is no surprise. But it's true! So, in the final email marketing best practices of 2023, know that tracking email metrics is very important. This helps you evaluate how your strategies are working and allows you to continually refine these tactics. What are the best email metrics to measure?
- Open rate: This is simple and shows you the percentage of users who opened your email. Open rate is one of the most basic email marketing metrics and can be used to compare data.
- Click-through rate: This metric measures the number of readers who click on links included in your emails. This is calculated by dividing the total clicks or unique clicks by the number of emails delivered, then multiplying by 100. Viewing this data will tell you how many people are accessing other content and links.
- Conversion speed: Conversion rate measures how many readers click on a link and take a specific action. For example, if you offer a special Black Friday discount with a link to the offer, all conversions up to the point of sale are conversions. This is important to see not only how many people are converting, but also which users are converting.
- Unsubscribe rate: While this is a metric you want to keep as low as possible, it's inevitable that someone will unsubscribe from your emails. However, it is important to look at this and make sure there are no spikes. But don't be discouraged. This can be a positive aspect as it helps you fine-tune your email list.
- List growth rate: Of course, growth is always the goal, right? You can find this by subtracting the number of unsubscribers from the number of new subscribers, dividing that by the total number of contacts, and then multiplying that number by 100. Analyze this to see how your email list is growing over time.
We know email marketing can be a lot of work, but there's no need to overcomplicate the process. If you're starting from scratch, keep it simple and use 2023 email marketing best practices to grow your list over time.
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