Someone will probably tell you email channel is no longer effective for marketing campaigns. In their view email marketing represents an antiquated technology unable to generate anything but spam.
Yes, we are all really tired of getting a ton of "amazing" offers every day trying to remember who all these sellers are and why they know our names. But it’s precisely in these unscrupulous merchants that the main problem lies: some online stores neglect email etiquette and personalization naively believing that addressing subscribers by name and using words "amazing", "best", "discount" will bring them thousands of sales.
In this post I just want share a few quick and simple tips how to launch the first email campaigns the right way and, thus, do not reinforce stereotypes that email marketing is spam.
1. Build a quality email list
Always use Double Opt-In verification if you have a subscription form on your website. In this case users should not only submit their email at your website, but also confirm it by clicking the link they will receive on this address. this method is a great way to avoid spam traps and nonexistent or fake email addresses.
For example, here is my account confirmation I received on my email address from eSputnik after a sign-up:
2. Choose an Email Automation Tool according to your needs
There are a lot of different email service providers (ESP) like eSputnik with various pricing plans and features. Check them all and choose the best for your needs before launching email campaigns. You would better find the most convenient tool at once than to be disappointed one day and be obliged to transfer all your data to the alternative system.
3. Pay attention to your subject lines
Bingo! Double Opt-In Verification has been installed and you already found the best email provider according to your goals. What now? Study your target audience and think about your subject lines.
This is a top priority element of your email and it will attract the attention of your subscribers. You should master the art of writing and compose brief and effective sentences.
- Don’t forget: 3 first words are the most important
- Remove all the extra words
- Use synonyms
- Add symbols and numbers instead of complicated words, but don't overdo it
4. Be polite with your subscribers
Don’t try to send thousand emails every day and bother your readers offering endless discounts. Be creative and follow the rules of email etiquette: send welcome emails, watch your language, choose the right time to get in touch with your customers etc.
And most importantly, don’t be afraid to apologize if needed. One day you will probably make a mistake and send a few emails containing misspelled names or wrong orders, it's perfectly normal. But don’t hesitate to ask for forgiveness: most of your subscribers will understand you and accept the apology.