Email Marketing Best Practices for Successful Campaigns

Email marketing has gotten a bad rap over the years. If it brings up images of pharmaceutical offers or unsolicited images, you aren’t alone. In fact, people tend to think of email marketing as nothing more than bulk mail fodder. It may be hard to believe, but it still has a place in the marketing world. By following the best practices of email marketing, you’ll see that this method of direct marketing is far from dead.

5 Email Marketing Statistics You Need to Know

If done correctly, email marketing can provide plenty of benefits. Rather than be your last resort, it could end up being a marketing method that could save a failing business. Here are five statistics that prove that out:

1. Email Usage is More Widespread Than Ever

One of the first things that you should be aware of is that the global use of email is more widespread than ever. As of 2019, there were 3.9 billion email users all over the world. But by 2023, that figure is bound to rise to over 4.3 billion. This means that the audience for your email marketing campaign will be bigger than ever before.

2. Billions of Emails Get Sent Every Day

Another very important stat for you to take notice of is the fact that many billions of emails are sent and received on a day to day basis. As of 2019, 293.6 billion emails were received and sent. But by 2022, that figure is projected to increase to an even more astonishing 347.3 billion emails received and sent on a day to day basis. While this may seem like a reason not to send them, it should make you wonder what all those companies are getting out of it.

3. Email Marketing Gives You a Strong ROI

Email marketing is one of the most reliable sources for a fast return on investment (ROI). In fact, for every dollar that you commit to this form of marketing, you can expect an average of $42 by way of return. Keep in mind that the total amount of your ROI will depend on how creatively and effectively you commit to this strategy.

4. More Business Owners Are Using Email Marketing

Contrary to general belief, email marketing is not going away any time soon. In fact, its use is becoming more widespread than ever. Nearly 9 out of every 10 marketers are using email marketing as one of their most cost effective, efficient, and reliable tools. This technique is one that has already been proven to work for your rivals.

5. Email Marketing Will Help Your Business Grow

Email marketing outreach is a proven technique that will help you grow and expand your small business. In fact, 80 percent of small businesses rely on email marketing as their primary means of acquiring new customers. Meanwhile, 80 percent of these same small to midsize businesses are using email marketing to keep customers for the long haul.

6 Best Email Marketing Best Practices

1. Always Create Your Own Email Marketing List

As a small business owner, you may well be tempted to buy an email marketing list. But this is never a smart idea. It’s much better to slowly but surely build up a reliable list of your own. You can do this by using signup forms on your website or gated content with an included incentive. This will be much more efficient in the long run.

2. Send Yourself a Special Test Email

The first thing you want to do before you embark on an email marketing campaign is to make sure your delivery system works. You need to be sure that all of your templates are optimized in the correct fashion. The best way to do so is to send a test email to yourself. This will let you iron out any kinks that may still exist in your system.

3. Don’t Use “No Reply” in the Sender Address

Using “no reply” for the sender’s address is always a bad idea. It’s an error that closes off the chance of allowing the recipient to continue the conversation. This is the worst way to encourage them to check out your site. Why would they bother when it’s obvious you aren’t interested in talking to them? Never make this mistake.

4. Don’t Fill Up Your Customer’s Spam Folder

Another rookie error that many first time business owners make is sending emails that qualify as nothing more than basic spam. This results in a flood of emails that go straight to the bulk folder. If you get no reply to an initial couple of emails, strike them off your list. Otherwise, you’ll gain a reputation as a spam artists.

5. Make Sure to Personally Sign Your Emails

Content personalization is a large part of successful emails. Every email, no matter how routine, needs to have a salutation at the start. It should also end by including your name. Even if the email is obviously automated, it still needs that personal touch to humanize it. Otherwise, it’s just a cold bit of spam that the recipient will have no qualms about relegating straight to their bulk folder.

6. Always Include a Call to Action

Never end an email with anything but a clear call to action. This is the entire point of sending an email in the first place. You can add all sorts of personal touches and even a bit of humor to spice up the mix. But don’t forget the reason you are reaching out to the people on your list. A clear call to action is the obvious way to end.

It’s Time to Expand Your Marketing Horizons

There are many exciting and innovative marketing methods for you to make use of, whether direct marketing, indirect marketing, SEO or even paid. Mixed in with the new should be some of the old tried and true. By using the best practices of email marketing listed above, you’ll learn that it’s a method you can use to great advantage. It’s proven to work in the past, and will still provide you with great benefits in the present and future.

Today's Author

International SEO consultant is my title…but who cares about those? What I love is creating strategies that include marketing, social, SEO, relevance, ruffling feathers and starting revolutions. What you read on this blog will hopefully inspire you to continue the conversation. When I’m not multitasking around Level343 I sneak away and go sailing. I’m crazy about pistachios, and of course Nutella.

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