Today I have a complicated task, the task of trying to make this not a post about good practices of email marketing campaigns.
First of all, let’s start laying the groundwork for which this post will be useful:
- you know what email marketing is
- you know what a newsletter is for
- you already use a reliable email marketing tool
- You already ran several campaigns
- you’ve already read our post on creating perfect campaigns
- you have already read other similar posts and you have noticed that the majority are the same
Perfect, if you meet the above points, you are “meat” of this post. Go for it! Let’s start with the list of good practice that I have organized in 4 steps: avoid spam, openness, design and content.
4 GOOD EMAIL MARKETING PRACTICES
GETTING TO THE RIGHT TRAY: AVOIDING SPAM
The first step in any email marketing campaign that wants to achieve good results is to get to the inbox . If we are not able to sneak in, to convert or talk.
There are a number of practices that can cause us to avoid this tray or block the IP such that we can not send more emails from it.
One of the key points not to end up in one of the blacklists of IPs is to keep our database clean . Usually scoring systems base their metrics on the reputation of the users (emails) of this list are used ( read this post why we deleted subscriber email accounts ).
For example, if your email list has many emails that do not exist (invented) or many users who never open your emails, your reputation will not be good.
Not to mention if you buy a mail database , whose opening ratios tend to zero. In fact, the last case I saw database purchase ended up 4% open and zero orders. This is disastrous for email marketing.
From here, we have already entered what would be the content to dodge the spam tray. It is essential to send messages with text , not just with image. And do not go with the weight of the images, since that can send us quickly to the spam tray .
Finally, it is very important to configure DNS records (DKIM and SPF). Here’s a complete tutorial on how to do it .
REACH THE USER: OPENINGS
Here we will talk about the good practices that will make us get openings in the campaigns we send . The opening ratio is the gateway to get a good click ratio.
It is very important to give meat to the subject of the mail where you must make very clear the offer or benefit that you are going to tell the user. If in doubt about what works best in your database, you can do A / B tests and check which issue gets the most openings.
Two tips here:
1. Be sure to identify clearly , there is nothing more impersonal than a mailer with an unidentified or unattractive name.
2. Segmentation is key . We are not all the same and it is important to create groups of users with similar affinities, such as people who buy similar groups of products in our online store.
If you have a shoe store, we can target those who have expressed direct interest in your products. It seems a lie, but there are companies that keep sending offers about everything else simply because they have your email.
TIPS ON DESIGNING YOUR EMAILS
There really is no guide to how an e-mail design should be designed to be successful. I wish I knew. But each user is different and everyone likes different things . What is clear is that this design has to adapt to the device receiving the mail (the famous Responsive ), something that takes on more and more importance every day in a world dominated by mobile phones.
An important point that is often overlooked is not to insert relevant mail text as an image . How many emails have you received with a dwarf text because it is embedded in an image? It is not only that it can not be read, it is that it generates rejection!
Another point that is usually overlooked are the identification and contact data , in addition to the low link. For me it is an essential point: to know easily who is sending me this, why and how to locate him. That text of “we sent you this newsletter because you registered in our database” or “because you bought in our store” can prevent us from more than a scare. And more knowing that now Gmail makes it very easy to say “look, this email I think is spam”, even if it is not.
How should you write a good copy for emails?
Basically we have 3 parts:
- email introduction
- the argumentative text
- the call to action
The introduction should be clear and concise . For me, it should be an extension of the subject of the mail and should not exceed the two sentences. The text can be emotional, but it must also have a rational part in which we make clear what is the offer and the benefit of this communication.
Next, let’s talk about the content . It is not only that people by default do not read, but, in addition, they will receive dozens of emails like yours , so get to the point and do not go with the text.
You can use visual aids such as bullet points and the hierarchy of titles. We can even ask some rhetorical questions to the user who is reading the email. Finally, and even if it’s obvious, do not use excessive capital letters . The capital letters annoy and generate noise in the reading.
Coming to the call to action or call to action (CTA) , must meet a series of requirements:
- should seem like a call to action (if it is an action button, which has the form of a button)
- should be concise
- must be very clear
- can contain accelerators (only 24 hours, only until Thursday)
- and, to finish, you must send the user where you play. That is, to the product sheet or the post you want them to read
I hope these good practices are interesting and useful in your future email marketing campaigns 🙂