Email is an important marketing vehicle, especially when it is used effectively. Here are a few tips to follow to maximize your results:
1. Optimize for Mobile Devices
If you have ever checked your email on your phone, you will immediately understand the importance of delivering a mobile-friendly email. Pew Internet Project did a study of American adults in January 2014 and found that 90 percent have a cell phone, 58 percent have a smartphone, 32 percent own an e-reader and 42 percent own a tablet computer. They also found that 52 percent of cell phone owners use their phone to access email—not a market share you want to miss.
2. Choose the Right System
In conversations with clients, I am often surprised at the number of businesses that use Outlook to send bulk emails. If you are still using Outlook for this purpose, you are harming your company’s spam score, potentially violating anti-spam laws and not getting the data to evaluate your campaign effectiveness. I have also seen people struggle with Salesforce, which limits the amount of emails per send. There are better approaches.
For example, consider using a company that offers email services. They are relatively inexpensive, and they help with spam, maintaining your email list and tracking data (see below). They also integrate with systems like SalesForce, and can include automated functions, as well.
It is important to evaluate what your needs are, and then find the system that is right for your company.
3. Track the Data
Within your email system, there are statistics about each campaign. You can use this data to see who is opening your emails, who is clicking on links and who might be a good lead to provide with further information or offers. This is an opportunity to follow up with leads who have shown an interest, without burdening the entire email list. The important lesson here is that your email campaign does not end when you click send!
4. Test Something
Do more people open the email if there is a question in the subject? Do more people click a purple button or a gray button? Is it better to send emails at 10 a.m. or 3 p.m.? Every email you send is an opportunity to test something. Be sure to take notes, as this should dictate how you send future emails.
5. Get Permission
It is important to make sure your email communications are in keeping with anti-spam laws. This practice is exemplified by any email that contains some variation of “Confirm below to continue receiving our electronic communications.” More specifically, on July 1, 2014, the Canadian Anti-Spam Legislation (CASL) took effect. The American Bar Association named this the “toughest anti-spam law in the world.” If you’re in Canada or send to Canadian residents, this law applies to you. For more details visit: www.fightspam.gc.ca.