5 Top Tips for Great Email Marketing

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Email marketing is a hugely diverse and complicated medium, but there are some core things that you need to do in order to ensure that your email marketing is at the standard that it should be.

Managing your List: Keeping on top of your email list is hugely important in email marketing. If you don't, the quality of the data will reduce over time, meaning that not only is it costing you more money than it should, but it also is making it harder to quantify your efforts as the statistics from your campaigns will be skewed. Reguarly cleansing your list, as well as dealing with hard bounces efficiently, is a must for anyone in email marketing.

Responsive Design: Do you know how many people open emails on their smartphones these days? Whatever statistic you read, it's a lot; and it's only going to increase. You need to ensure that your emails can be read on all kinds of devices, otherwise it will completely undercut your marketing efforts. A responsively designed email is one that will adapt to the size of a user's device, meaning that they will be able to read it easily without squinting or using pinch-to-zoom.

Use of Images: How many emails do you receive that are a mosaic of tiled images? They, of course, look fantastic when you open them; but how many of your subscribers will actually get that far? Email providers, by default, turn off images displayed in emails unless the user specifically says they want to see them. Opt in, rather than opt out. So while it might look great, if your email is just a grid of images, it's going to be very difficult to see when people open it up. Graphic designers might not like to hear this, but you can still have a great looking email template that doesn't rely on images to carry it.

Test: You can read up all of the theory you want about the best time of day to send, the best type of subject lines to use, and these all have good value. But the best way to find out is to use people from your list. Using A/B split testing you can send alternative versions of the sample email to two equally sized samples of your database, whichever one performs better – you can use.

Unsubscribe options: Nobody wants unsubscribers, of course, but there's no benefit in keeping people around who don't want your emails. It will annoy them; plus, if they cannot unsubscribe easily, they are likely to simply mark it as spam, which is not good for you. Make the unsubscribe button easy to find and do everyone a favour and make it at one step or automatic unsubscription option.  Nobody wants to fill out a form, and nobody wants an email telling them they've unsubscribed.

There are many more things you need to do to ensure that your email campaign runs at its best, but these are some of the most important. If you are looking for high quality email marketing services then contact Email Ladder, who have experts in running email campaigns.

Did you know it is a legal requirement to have easy unsubscribe options on your email marketing campaigns? If you need help with your digital marketing, contact Email Ladder.
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