Best Practices for Successful Email Marketing Campaigns
17 May 2018

Best Practices for Successful Email Marketing Campaigns

Are you new to email marketing? Or do you know you’ve got a powerful tool with it if only you could use it better? If so, this article is for you. We focus on 10email marketing best practices all businesses should follow if they want to maximise their marketing bang.

Let’s start with the five most basic email marketing best practices which you should master first: 

  1. Know your audience, build that list

Contrary to popular opinion, email marketing isn’t about whacking out the greatest number of emails to the greatest number of people. This isn’t a numbers game. This is even more important now we’re in the realm of GDPR (more on that in a moment). 

When it comes to email marketing, you should always think quality over quantity. Therefore, profile your audience and work to build a list which is powerful, not simply vastly populated. This means build your own list, don’t buy one.

Do this by actively encouraging visitors to your website and social media to sign-up. This way engagement will be higher.

  1. Use personalisation

If you’ve taken the time to build a top-notch customer list, then you need to use the tech available to you to really target each person as an individual. This means, as a basic rule, doing things like getting the individual’s name into the subject line or salutation.

However, it goes much further than this. It’s also about thinking carefully about purchase history and their browsing behaviour. It’s about understanding what makes them tick and feeding into this. 

Do this by sending out emails that are personalised based on information you gather. 

  1. Never forget a call to action (CTA)

Email marketing is all about enticing the customer in. However, what you reallyneed is for them to act. Don’t miss a trick by failing to make this easy for them. The CTA is a critical part of the email, so spend some time structuring it carefully. All the content of the email should be leading to this one moment.

Do this by making clear, simple, easily actionable CTA’s. Make it meaningful.

  1. Manage the opt-in

For 2018, we’re putting this best practice right with the basics because of the impact of the GDPR. Find out more about this here.

No sneaky way of getting and using email addresses. It’s not just illegal thanks to the GDPR, it’s not a good practice and won’t deliver the best bang for your buck. You want genuine opt-in because these are most likely to become conversions.

For email marketing best practice to go one step further: be brutally honest with yourself. Have you made opt-in in such a way that truthfully these people are only giving you their permission for a freebie they get once and job over? If so, that’s engagement over. 

Do this by always seeking permission for exactly what you want. That way you’re not wasting energy, effort or resources.

  1. Make it visual

Your email will be one of a bunch received in one day. Therefore, if you get over the first hurdle of it being opened, you need to capitalise on that achievement. You do this by making your readers actively want to delve into your newsletter with varied content, excellent graphics and interesting stuff.

Furthermore, this needs to be doing some hard work on your branding for you. It should clearly reflect who you are and what you’re about

Do this by using customisable email newsletter templates.

Following these email marketing best practices should get you targeting the right people in the right way. You’re on your way. However, what if you want to go a step further and really reach for the email marketing stars? 

Here are five more email marketing best practices you should now consider:

  1. Test, test and test again, then measure

You’re not going to get things right first time, every time. So build this into how you structure email campaigns.

Start off withA/B testing each element of an email from start to finish. Run one test at a time, discover what works, then move on. Then, get measuring. In real terms, what works and work doesn’t? You’re not going to know how successful you are, or importantly, how you can improve if you don’t measure your engagement.

Do this by completing A/B testing on all new campaigns and measuring the metrics such as click-throughs.

  1. Segment

Never take a one-size-fits-all approach to email marketing (see ‘personalisation’ above). Your secret weapon here is segmentation. This is how you ensure that you’re sending the right email to the right person and not simply spamming them with a generic message which will end upyou guessed itin their spam folder, bin or even worse – they click unsubscribe.

Engagement will be considerably higher if you take a good look at the individual in terms of various parameters such as their demographics, purchase behaviour, location and past engagement into account.

Do this by choosing email marketing software, such as Postman, which enables you to segment email lists easily.

  1. Give something

Never go into an email campaign thinking solely about what you want to gain without thinking about what you’re prepared to give. Therefore, tone down the promotion and turn up the volume on the value you’re offering. For example, offer them something they want before you expect them to give something to you.

Think of your emails as primarily being for the purpose of building relationships. This will be the springboard to engagement.

Do this by offering things such as discount codes occasionally or valuable information in the form of a link to a useful article or ‘how to’ guide.

  1. Keep it clean

Yes, people may have opted-in but have they proved valuable? If not, why are they still on your list? You won’t be doing yourself any favours by heading off to be ignored again.

This also isn’t good when it comes to algorithms in email providers who will learn to automatically flag you as ‘graymail’ or spam. Not a good place to be. Remember you want quality over quantity when it comes to who you are sending your emails to by heading to the inboxes of those who actually open your mail.

Do this by taking time to clean up your list from time to time. Remove the unengaged or move them over into a specific re-engagement segment.

  1. Don’t let it gather dust

It’s easy to leave your email campaigns to simply run with nothing more than the occasional nod to fresh content. This is poor form and bad practice and it harms your business.

Your email campaign should always be driven by your own active interest. Revisit your approach, keep testing, keep reviewing your lists, come up with fresh ideas, chop and change things around.

Do this by scheduling in periodic reviews of your email marketing strategy. 

Email marketing best practice is considerably easier if you have the right tools for the job. Use email newsletter templates to help you with the legwork, backed up by integrated functions such as testing and engagement metrics.  



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Best software for newsletters & email marketing

The best software for newsletters is easy to use to create attractive design newsletters. Postman newsletter software serves you with smart features, enabling you to take your email marketing to the next level. 

The newsletter is a perfect channel for establishing and maintaining solid customer relations. As a result of the fact that customers of both today and tomorrow are living their lives online email marketing and newsletters is an essential key as well as an amazing opportunity to succeed with your communication. In a number of enquiries email marketing has turned out to have the best ROI (Return On Investment) of all channels, including social media.  

Using newsletter software doesn’t have to be tricky or hard. We have worked hard with usability and interface to make sure that our software for newsletters is as intuitive and easy as possible to get familiar with. 

You can create stylish newsletters without effort using our drag and drop editor. Heaps of automated features will save you time and frustration in the process of producing and sending your newsletter. 

If you are arranging an event you can connect to Magnet by Paloma – our software for guest registrations och online ticket sales. You are also able to retrieve immediate feedback by applying quick question in your email. 

If you have different departments or multiple editors working on your newsletters you can use editor accounts, with different access levels. RSS feed is another time saving feature for your newsletter. Allow content to be automatically generated from another source and avoid duplicating your efforts!

Free templates and plenty of tips & tricks 

Keep your communication consistent and solid using a newsletter template. Templates are also in favor of the continuous work with your newsletter as you will be fast on track instead of creating layout from scratch for every dispatch. You will have good looking ready made templates at hand for instant use. You will also have access to an archive to store your templates as well as other files such as images and documents. 

On our site, blog and in our newsletter you can find plenty of tips on digital newsletters and email marketing. 

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Our easy to use software for newsletters will help you create professional, creative and interesting newsletters in html. 

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Try Postman software for marketing newsletters & email

If you are looking to develop your business marketing newsletters and email Postman is a your perfect match. 

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