One of the many appealing aspects of email marketing is when done properly, it can be just as effective for a new startup as it can for a huge corporation. Since every business should be taking advantage of this opportunity, here are some useful tips and guidelines for getting on the right track or taking results to the next level:
Test for Mobile: While many of the best practices for email marketing have been the same for some time, one component that’s changed significantly over the last few years is the importance of readability on mobile devices. People from all walks of life use their iPhone or Android device to read most or all of their email. If you’re not sure how your marketing emails look on these devices, you need to start testing. Since brief scanning is very common on smaller screens, you want to be sure that the most important content of each email you send is placed near the top.
Don’t Let Growth Lose Its Importance: When you first start building an email list, you’re going to be absolutely focused on increasing its size. If you’re like most people, this is the period when you check your mailing list stats far more often than necessary because you want to see if you’ve added any subscribers. While there’s really nothing wrong with this enthusiasm, it’s normal for it to eventually decrease. However, the mistake that many businesses make is getting too comfortable with the size of their list and forgetting about growth altogether. The reason this is a problem is because depending on the industry and the specific list, the standard unsubscribe rate over time falls in the 50-90% range. Even if you’re doing everything right, a lot of people are eventually going to unsubscribe. Since that figure may seem shockingly high, it clearly demonstrates why it’s crucial to keep growth at the forefront of your email marketing strategy.
Email and Social Can Work Together: The Internet is filled with heated arguments about how social is killing email or social is just a fad that email will never replace. The truth is that statistics show the use of both is on the rise. As a result, there’s no reason to feel limited to just one. Instead, don’t be afraid to think of and try different methods of creating synergy between both channels. For example, if you send a newsletter, encourage recipients to share their thoughts about it with you via Twitter.
Write Great Subject Lines and Then Deliver: Since you want people to open the emails you send, you need top notch subject lines. Just be sure that the content of your emails deliver on what the subject lines promise. Businesses that don’t follow this advice end up losing a lot of subscribers.
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Craig Klein is the president of online CRM and email marketing company www.SalesNexus.com. Circle Craig Klein on Google+ or follow him on Twitter to learn more.