email marketing best practicesSending out a simple email to your list of contacts is one thing, sending out a carefully crafted email message to convert potential customers into paying customers is quite another. Today email marketing can be an effective way to not only convert potential customers into paying customers, but also to keep in touch with existing customers to create trust.

Emails are one of the most cost-effective ways to reach a large number of people with a targeted message. Most companies have dedicated sales and marketing teams to manage email-marketing campaigns. To get the most out of each and every email marketing campaign, here are a few best practices to follow.

Define Your Audience and Goals

You may have multiple email campaigns going on at the same time, so it’s vital you set clear, definable goals for each and identify the target audience, whether it’s new leads or existing clients. Of course, the more details you have about your audience, the surer you can be of reaching the right people and decision makers.

What are you hoping to accomplish with your email marketing? Having clear goals helps you to write the appropriate copy and provide helpful information to move towards achieving your goals.

Tracking, Testing, and Refining

It goes without saying that you should be tracking your email campaign to monitor open rates and conversion rates.

Before you send an email blast to your list of subscribers, remember to do a test run first. A simple email test to your colleagues can help you spot any looked over typos, confusing messaging, or broken links.

Once your first email is polished and ready to be sent out, continue monitoring your email campaign analytics and continue to refine your copy and frequency of emails sent out. Are you finding that emails are not even being opened? Tweaking the subject line and adjusting the frequency of emails are two simple ways to increase open rates. Try sending out emails at least once a month at a minimum, but weekly or bi-weekly is better.

Use a Friendly, Conversational Tone

It helps to pretend that you’re writing to one particular person, such as a valued customer, rather than a sea of nameless faces. Write in a conversational tone and treat your customers as if they were good friends. Just as you would be turned off with emails that are overly sales-oriented all the time, try creating the right mix of educational, helpful information with a few promotions thrown in.

Insert Multiple Links

If your goal is to get your email subscribers to sign up for an upcoming webinar, make sure to include multiple links throughout the emails to sign up. You might include a button on the side, along with a link in the text to increase the chances of people actually clicking on the link and landing on your page.

Personalize Emails

Whenever possible, personalize every email with the subscriber’s first name. We are much more likely to open emails personally addressed to us. Avoid clichés such as “Dear Valued Customer” as it sounds impersonal and forced. Most email marketing software will allow you to personalize, not matter big your list happens to be.

With clearly defined goals and friendly, effective copy, you’ll be well on your way to running successful email campaigns, and we can help.

Contact Lead to Conversion today for more help with a successful email marketing strategy.

Jason Zimmerman

Jason Zimmerman is a Digital Marketing Specialist at Lead To Conversion. He brings over 10 years of experience in digital marketing for all size companies across a variety of industries. His background includes building and optimizing websites for lead generation, managing PPC advertising campaigns, social media marketing campaigns and email marketing campaigns. He is passionate about increasing leads and sales for companies through testing and optimizing for the best conversion rates. Outside of marketing, Jason and his wife enjoy watching movies and touring wineries and vineyards. He also loves the experience of travelling to new cities and countries.

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