If youare reading this blog post, thereas a good chance you arrived here by clicking on a connection in an email we sent to you.
Email marketing is a powerful tool to foster your audience to engage with content and to foster results in your database along the buyeras journey.
And despite what you may think, email marketing is still growing: Gmail alone has 1 billion users worldwide, and The Radicati Group predicts that there will be 3 billion email users worldwide by 2020( thatas almost half of the worldas population ).
Certainly, email is not dead, but it is getting harder to do well. To that aim, HubSpot Postmaster and Email Engineering Director Tom Monaghan has distilled his wisdom into a set of guidelines for email marketing for sustainable growth. Read on to learn what strategies you should start implementing, absolutely avoid, and keep up in 2018 and in years ahead.
How to Improve Your Email Marketing in 2018
1) Send emails to listings that want to hear from you.
If you have email listings with low rates of engagement activity, stop sending to them. Every time you send to a listing with low open and engagement rates, it hurts your domain reputation and your chances of connect with other potential customers.
Monaghan said it best in his talk: aYou are what you feed, and so is your marketing.a When you receive tons of emails from brands you donat engage with, constantly deleting them or marking them as areada is most likely tiresome. Sympathize with your subscribers and treat their inbox the route you would want your inbox treated.
2) Have a goal for each email before you press asend.a
If you donat have a goal in mind for the emails youare sending, the recipients wonat know what the goal is, either. Once you define a aim for your email sends, you can define success and build a list to induce that happen.
Goals for your emails could include a contact filling out a longer sort for a gated content offer to provide your team with more information about their organization, or redeeming a promo code for a purchase on your website.
Give recipients alternatives in your messages, such as calls-to-action and links in-text, so the government had multiple avenues to achieve your goal. Everyoneas behavior is different, so construct your emails flexible.
3) Personalize and test your emails.
Email personalization genuinely runs. For example, back in 2014, we found that emails with the recipientsa first name in the subject lines had higher clickthrough rates than emails that didnat.
When it comes to personalizing your emails, stick with the basics. Personalize according to recipient names and company names, but to avoid being creepy, leave it at that, exhorts Monaghan.
Nothing is less personal than receiving a aDear Customera or aDear First Namea email, so test every email to make sure youare sending to recipient names.
4) Send emails from a personalized account.
Donat send emails from a anoreplya email account. Personalization works on your aim, too. Boost your involvement by personalizing the afroma email address to drive replies from subscribers to a real person instead of anoreply @company. com.a
5) Experiment with sending emails on different days of the week.
Stop sending emails on Tuesdays. Seriously, stop.
Tuesdays, Wednesdays, and Thursdays are the most popular days to send email, but theyare oversaturated with messages that might be overwhelming your subscribers. If you want your emails to be opened, try sending them on Mondays and Fridays. Emails with calls-to-action perform well on Saturdays, so donat be afraid to send emails on the weekend, either.
In any case, try experimenting with your approach to minimize your subscribersa email loading Tuesday through Thursday , when most business emails are sent.
6) Engage with contacts who’ve submitted forms , not contacts whose info youave imported.
When someone fills out a kind and provides his or her email address, that person’s involvement rate is typically higher than cold contacts youave imported from a list. Thatas because these recipients want to hear from you and chose to engage with your content — theyave told you this by filling out a kind. This is evidence that the inbound marketing methodology is working for email marketers.
And by the way, donat buy email listings — youare only hurting your credibility and riling people who havenat asked to hear from you.
7) Suppress your unengaged subscribers to avoid sending graymail.
You may be sending spam without knowing it, and thatas because the definition of spam has changed. Graymail refers to bulk email messages that arenat technically spam because the recipients gave you their information, but the fact is, they get your emails and donat touch them. Engagement rates plummet if recipients donat open your first email, so if the committee continues ignoring you, the probability of them ever opening your messages is going route, route down.
Stop sending graymail, and listen to what people are telling you by not opening your emails. Start suppressing your unengaged subscribers. That way, your open rates will increase, and inbox providers will see that youare responding to subscriber behavior.
8) If people are unsubscribing, donat worry too much( yet ).
You canat please everyone, and unsubscribes will happen. Fortunately, your subscribers didnat mark you as spam — they simply told you, in the nicest style possible, that theyare not interested in hearing from you anymore.
Donat be too worried yet, but if more people keep unsubscribing, try to identify the potential cause. Consider repressing or sending fewer emails to subscribers who arenat engaging as much.
9) If people stop opening your emails, figure out whatas going wrong fast.
If your email open rate is dropping, it means youare missing the high expectations of your recipients and that you should prepare for worse outcomes. Itas a leading indicator that spam grievances and unsubscribes are coming, and you should immediately squelch your unengaged subscribers to demonstrate email providers that youare responding to feedback. Test different emails to see if you can improve your open rates.
10) If people mark you as spam, immediately stop sending email and identify the source of the complaints.
If youare being marked as spam, your domain reputation is at risk, and you could become blacklisted by email providers. Whether the spam objections are caused by a new source, bad forms, or you missing expectations of your list, slow or completely stop send emails until you figure it out.
If you arenat getting unsubscribe or spam grievances, that doesnat necessarily mean youare in the clear — the messages could be going straight to recipientsa junk folders.
11) If you want to learn more about email marketing, take the free email marketing certification course.
Learn more about email marketing with Monaghan right now by taking HubSpot Academyas Email Marketing Certification course. In merely 3.5 hours, you’ll learn about lifecycle marketing, email list segmentation, design, deliverability, and more abilities to help you cultivate a strong strategy for 2018 and beyond.
12) Be thoughtful about your subject line.
Donat write clickbait email subject lines. When people click on your email and then immediately ricochet away when they realise your subject line wasnat genuine, your clickthrough rates will suffer.
For best outcomes, customize and personalize email subject lines and experiment with emojis. Pro tip: Read subject lines out loud before sending. Would you open that email if you received it?
13) Remember: Email is getting harder, but itas still working.
Every year, engagement rates start to slip-up, and it gets harder to reach peopleas inboxes. This doesnat mean that email marketing is losing its efficacy, itas just getting more competitive. The divide is growing between email marketers who know what theyare doing and the individuals who donat, so make sure to put in their attempts to exam different strategies and keep your subscribers engaged.
The theme of all of these email marketing guidelines? Testing. Every audience and contacts database is different, so make sure youare testing the implementation of new strategies and tailoring them according to how your subscribers engage.( And when youare ready to reached asend, a here are some lead fostering email instances to inspire your imagination .)
Before you go, you can view slides from Monaghanas INBOUND talk on this topic below 😛 TAGEND
Read more: blog.hubspot.com