Email marketing is a valuable tactic in today's business world. It can reach a wide range of consumers, generate leads, and provide an exceptional ROI for brands that use it properly. Of course, email marketing is not the kind of thing a business should plunge into without some preparation.
Let's discuss six key things every business should do before launching an email marketing strategy.
Whatever the case, the point is to know your target customer first so that you can craft emails that will genuinely resonate with them.
Use whatever resources you have at your disposal to encourage sign-ups, and start building a fantastic email list!
In addition, don't neglect the subject line! Many subscribers will only open your email if the subject line interests them. Work to create clear, concise, punchy subject lines that appeal to your audience.
This type of regular maintenance is essential regarding spam regulations. You don't want your brand to develop a reputation as a spammer, which could hinder emails to legitimate contacts from going through. This is mostly the best practice to keep your email marketing tools in good health and ensure that your emails go to active addresses.
A/B testing is one of the most common ways you can test the performance of your email marketing campaign. For example, you can create two slightly different emails that cover the same topic and send each to a different half of your contact list. Then, determine which one gains higher open and click-through rates. You can A/B test several aspects of your email marketing strategy, such as:
Email marketing is an excellent tool for driving engagement, generating leads, and converting prospects into customers. At the same time, an email marketing campaign must be developed and executed with intentionality and focus. If you know your audience well, invest in lead generation, craft compelling emails, regularly clean your contact list, A/B test different aspects of your strategy and use the right KPIs. You'll be well on your way to deploying a highly effective campaign.
If you need some help from a team of highly trained and experienced marketing professionals, look no further than our team at McClatchy. We have helped scores of clients develop and execute winning email marketing campaigns and meet their business goals — whether they involved more engagement, more leads, or more sales. Reach out today to begin the conversation!