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Many email marketers, focus so much on revving up the campaign performance metrics that they fail to see what the subscribers will perceive of their email. Email marketing, today, is about delighting prospects and customers at every point of contact- from onboarding to post-purchase communication.
So, here are some basic email marketing best practices that you need to follow to ensure that you don’t get your wires crossed:
Your FROM name and email address is your identity. And most subscribers avoid opening emails from a name or address they don’t recognize. So, make sure you are sending your emails from an address that is not only recognizable but also appropriate for the specific purpose of the campaign. Using your brand name in your FROM name is said to be a good practice.
Being misled is something that can be irksome. Same applies to your email subject line. You might get a good open rate by writing a misleading subject line for a campaign, but the repercussions can be bad in the long run, ranging from low open rates for future campaigns to deliverability issues. And most importantly, your subscribers might lose trust in your brand, something you took a long long time to build.
So, never make a promise that you can’t fulfill. Secondly, your subject line and preview text must be aligned with your email copy.
Imagine sending the same email to a new subscriber and someone who is already a customer. Doesn’t make sense, right? Your subscribers are all at different stages in your sales funnel. So, it’s essential that you segment your list accordingly and send more targeted emails that get better engagement. According to MailChimp, segmented campaigns get an open rate 14.31% higher and clicks 100.95% higher than non-segmented campaigns.
Source: Perception of Email
For more best practices based on your subscriber’s perspective, check out this quirky infographic created by EmailMonks: Marketer’s Expectations vs Subscriber’s Perception of an email.
By Carolanne Mangles
Carolanne (Annie) Mangles is the digital marketing executive and editor at Smart Insights and oversees all blog content. She is involved in SEO strategy planning and improving pages for higher organic reach. When she’s not in the office, you’ll find her hiking in the countryside, eating cake or petting the nearest animal. Connect with her on LinkedIn or follow her on Twitter
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