Hands up! Step away from the keyboard. Before you hit that send key on your next genius email marketing campaign, I want you to ask yourself something: Who are you trying to reach and why?
Have you ever sent out an email only to get no response? What about deleted or totally ignored an email that wasn't even opened? Whether you're a boots-on-the-ground marketer or a business owner, we’ve all been there.
With the ever-increasing importance of email marketing in today’s modern society, it’s imperative to spam-proof the content you push out - and email is content. If you want to grab your readers’ attention (and retain it), it makes a whole lot of sense to compile effective and professional marketing emails to your intended audience only.
Email Marketing is Not Dead
I hear this all the time: "But Lauren, isn't email marketing dead?"
No. No, it's not. In fact, it’s alive and kicking! Why? Because email marketing has an ROI of 3800 percent. Yes, you read that correctly. Over 100 billion emails are sent and received per day, helping email marketing prove itself as the most powerfully-effective way to generate new business year after year. More than that, it continues to shine as the most compelling form of marketing, constantly evolving as companies edit, test, monitor and measure emails to drive engagement even further.
But let’s be honest. All that power slips away pretty quickly if you are relentlessly spamming your subscribers. Emails should provide value and act as a channel that both strengthens your relationship with your current clients and also keeps you top of mind with your prospects. No matter how pretty your email looks or how darn captivating your message is, if it doesn’t make it to the reader, it just doesn’t matter.
Pitfalls of Spam
There are a lot of ways your email campaign can swerve off-course, but here are the five most common pitfalls you can easily avoid or correct right now:
It can be time consuming, but you're much off building a list of real customers and prospects who have actually agreed to receive emails from you. Unclean lists not only diminish the effectiveness of your email marketing, but also damage your reputation all the same.
Wrong Send Times
This is an important metric that should never be underestimated. Increase your email open rates and click-throughs by sending at the appropriate times during the most productive days of the week. And on that note, make sure you send the right amount of emails. There is such a thing as both too many and not enough emails.
No Clear Value
Whatever you do, do NOT send an email just to send an email! Act as a thought leader in your industry. Make sure your message is always offering your readers something of value as well as something interesting and engaging. It must be relevant to their specific wants and needs.
No Call to Action
In addition to value, it’s just as important to include a call-to-action. This creates a sense of urgency and allows your readers to take the next step to learn more about you and your services offered.
No Unsubscribe Link
Not having an unsubscribe option may seem like a great way to retain a "captive audience," but unfortunately, that's illegal. As per the CAN SPAM Act of 2003, you must include an unsubscribe link in your bulk emails. But don't worry, there is a benefit - an unsubscribe link increases your credibility and shows that you are definitely not a spammer.
Don’t be that person who ignores relationship building, trust, establishing connections and everything great in this industry. To increase deliverability and engagement with your email marketing, here’s a few best practices to follow.
Tips and Best Practices
- Create a content plan
- Personalize your message
- Optimize for mobile
- Educate your readers
- Track and measure your results
Have you had your own personal experience with email spam as a consumer? What are the hallmarks of email messages you can't miss? What are the red flags that send an email right to your online trash? If you're a marketer, what was your most successful campaign, and why? Comment below and let us know - we'd love to hear from you!