Good practices for Email Marketing

Segment our subscriber lists

Segmentation is one of the main points to consider if we want to make sure that we are only sending relevant content. A good practice is to divide subscribers according to different criteria. This way you will be able to send much more personalized content to each of your subscribers, increasing the open and click rate. A good segmentation, for example, would be:
  Detect subscribers interested in staying up to date with news.
  Separate subscribers who open all emails, from those who have not opened any in 2 or 3 months (depending on the number of newsletters sent).
Separate subscribers by age, since a 20-year-old subscriber is not the same as a 60-year-old one.

Newsletter design

In this era where Mobiles or Tablets abound, it is essential that newsletters have a responsive design (that is, that they adapt to all devices). It is important to avoid relevant texts in images, since these texts on mobile phones can go unnoticed. A balance must be found between text and images. A no less important detail is that the subject of newsletters on mobiles is much shorter than on computers. So it is good practice to keep your subjects short and concise. If the subject is not correct, the content does not matter. It will fail the subscriber inbox attention test.

Include a strong Call to action (CTA)

Email marketing leads to having personalized calls or also known as smart attention calls (CTA) A good practice is to reach the subscriber with the objective that they want to obtain from the newsletter, for example: sign up for a webinar, donate, buy a product, download a document, etc. And this objective has to be a specific CTA, otherwise the subscriber will not take any action or will not meet the planned objective.

Customize the newsletters

Personalizing the newsletters is related to Segmentation. And a good practice is to personalize as much as possible to create greater engagement with subscribers:
Try to add the name of the user in the subject and / or in the content of the newsletter.
If possible, personalize by appropriate gender, or write without gender to avoid confusion.
Write the newsletters focusing on the ages of the subscribers.

Avoid becoming spam

There are certain rules that will help a newsletter not be classified as SPAM. Some of them are:

● Do not use capital letters

● Avoid exclamation marks (!!!)

● Avoid buying email lists

● Avoid including attachments

● Avoid using words that trigger spam alerts (free, guaranteed, no obligation, etc.)

● Avoid the color red

● Avoid spelling mistakes

● Avoid filling emails with keywords

● Give subscribers the option to unsubscribe

Avoid saturating subscribers

A good practice, and as the subtitle says, is to avoid saturating subscribers. For this, it is very important to find and define the most appropriate frequency to send the newsletters depending on the subscribers.

One way to know how often the subscriber is interested in receiving newsletters is simply by asking.

In this way, it will be possible to better adapt to the interests of the subscribers.

Bidirectional CommunicationTwo-way communication is the best way to get to know your subscribers better, to “humanize” or create lasting relationships.

That is why a good practice is to encourage users to respond and create feedback. For this, you can request opinions from subscribers, invite them to ask questions by answering the email or ask questions for them to answer.

Test and Analyze

The only way to find out if a campaign worked or not is by analyzing it. Analyzing what is the best time to send the newsletters, what type of issues works best, what font color is the right one. what kind of CTA gets the best results, etc. 

A good practice is to send a newsletter, analyze the results, modify it if necessary and try new approaches.

I hope it has been helpfull!

This article has been written by Cristian Mastromarino.

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