According to eMarketer there will be around 236.8 million US email users by 2017!
With the average return rate of $44.25 for every dollar spent on email marketing, you better start implementing this in your marketing plan if you haven’t already. Let’s go over some do’s and don’ts of email marketing before you jump in and start creating your first newsletter.
- DON’T buy an email list! First of all, you will probably be violating your Terms of Service (ToS) with your email service provider. If you go back and read over the ToS again, you will see most providers don’t want you spamming or using purchased lists. Using a purchased list can also hurt your IP address reputation as mentioned in one of my earlier blogs.
- DO put a subscribe box on your website, as well as a Facebook tab, allowing people to sign up to receive your newsletters. Also, put a link in each email that brings people back to your website or Facebook.
- DON’T overlook the importance of subject line. The shorter, the better. Email topics with 10 characters or less have over a 55% open rate. Frame the subject line as a question that your customers might have. Avoid a subject line that reads as an advertisement. MailChimp says it perfectly: “When it comes to email marketing, the best subject lines tell what’s inside, and the worst subject lines sell what’s inside.”
- DO make your emails mobile-friendly. No text-only newsletters. Make sure you have an eye-catching graphic to grab people’s attention. People are busier than ever these days. 66% of Gmail checks occur on mobile devices according to Litmus.
- DON’T think of this as a quick way to success. Building an email list with loyal followers takes time and patience. It might take months before you start getting higher open rates and better responses.
- DO make a schedule of when you are sending out a newsletter each month. You don’t want to bombard your followers with too many emails, but you also want to regularly remind them of your brand. I recommend two a month. This gives you the freedom to add another on here or there for special occasions without overloading your subscribers.
- DON’T make your newsletter a sales pitch. Just like in social media people will quickly tune you out or unsubscribe if you are constantly trying to sell them your products or services. Use these emails to educate and inform your email followers while giving a clear call-to-action.
- DO pay attention to your analytics and track your links. Constantly testing out different strategies will help your open rate improveu over time.
What have you found works best when sending out newsletters?