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The Dos and Don’ts of Email Marketing

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Email marketing continues to be a strong addition to any strategic marketing plan. It’s estimated that for every dollar spent on email marketing, brands can expect a return of about $42. That’s huge ROI! Here are a few dos and don’ts to make the most of your brand’s email marketing campaigns.

Do make sure to personalize your emails. Personalization can make or break a campaign. There are so many ways to personalize, but if you’re not doing this already, start by simply personalizing the name of your recipient. You’ll absolutely see an uptick in your open rate and responses.

Do customize your sender name. Emails from “no_reply” are much less likely to be opened. Take the time to insert your company or representative name in the sender field.

Do segment your audience or try A/B testing. Not all customers will respond to a blanket email in the same way. If you have the opportunity to customize and test further, try segmenting your audience into specialized categories, or try some A/B testing to see which messages and formats work the best.

Do try interesting layouts and colors. Bright colors are an upcoming email marketing trend, and can create a strong association to certain emotions and cultivate brand awareness among recipients.

Do engage with a CRM or email marketing tool that can help you track data sets. It’s important to be able to review open, click-through and purchase rates for each email you send. This will help you know what is successful and what isn’t working. It can also help you segment your audience for retargeting based on the different actions taken by your target.

Do make sure your emails are optimized for mobile. Almost half, 46 percent, of emails are opened on a mobile device. You’ll want to make sure that your mobile customers have just as good of an experience as your desktop customers.

Don’t make your emails too long. Customers don’t want to read a novel in their inboxes. Give them just enough info and then direct them to another page or link for more content.

Don’t forget your call to action (CTA). Give your customers direction and let them know what you want them to do. Buttons to landing pages for purchase are a great way to provide a CTA.

Don’t spam your customers. It’s absolutely appropriate to send a welcome email, follow up with additional information or create a drip campaign. Develop an email cadence that makes sense for your customers. If you notice your unsubscribe numbers shoot up, it might be a clue that you’re contacting your customers too often.

Don’t overuse the same images in every email. Even if your content is different, images will draw the attention of your customer, and if they are always the same, your customer will feel like all your emails are the same as well.

You’ll be sure to increase your email engagement if you follow these helpful dos and don’ts for email marketing to your target.