The times change, and the evil practices of some companies added to the massification of the presence of companies on the Internet concerning 15 years ago, have made email marketing more complicated.
The countless sites where they require a subscription to enjoy its contents, where they request the subscription to download content, where they claim it to access exclusive offers … there are so many places where you leave your email writing, then the trays of Entrance are overcrowded. There comes a time that the filters themselves identify all company emails as spam. In the end, it ends up mixing invasive advertising, fraudulent spam, and informative emails of things that we are interested in knowing.
To avoid 100% that our email marketing ends up in the spam bin of our users is impossible. There is no way to control it. All we can do is try to minimize the damage.
How? Following this useful guide to good practices in email marketing.
Tips to Do Email Marketing Correctly
1. Send only to those users who have given you express consent that they are interested in receiving your newsletter or newsletter.
2. Indicate on the subscription forms what type of information they will receive and how often. Use the double-opt-in; you can send them an email to reconfirm their subscription to your newsletter and, in this way, verify that they are interested.
3. Never buy databases or copy email addresses on the Internet. It is essential to have a consented database. The presence of spam traps on these bases can completely ruin your shipping reputation.
4. Avoid old databases at all costs. If you have not sent any email to those subscribers for a long time, it is better to be careful, since when posting, you can have a large number of bounces in response or what is known as hard bounces, which can affect your shipping reputation And your delivery rate.
5. Check the content of your emails well. Make sure no word can be cataloged as “spammy” content and that there is a balanced ratio between images and text. The size of the email can affect your delivery, avoid huge pictures.
6. Send content that is relevant to your subscribers. You must have a segmented database to customize the contents and send content adapted to the needs of each segment.
7. Use short email issues (hands of 40 characters) that arouse the interest of your subscribers to get a better opening rate, which will positively influence your shipping reputation.
8. Ship frequently, but don’t abuse. If you send too many emails, you can run the risk of saturating your subscribers and unsubscribing, or worse, that they mark your email as spam.
9. Clean your contact list regularly. It is advisable to eliminate inactive contacts quarterly and keep only those who ordinarily open and click on your emails. For users identified as inactive, you can send them a final reactivation campaign, to confirm if they wish to continue subscribing.
10. Don’t assume that you know what your users want. To improve the effectiveness of your emails, the most important thing is to carry out tests to know which are the issues and the contents that work best and to which your subscribers are more receptive. Do not forget to perform A / B or Split test whenever you consider it necessary.
11. Write short topics, below 50 characters if possible. The first line needs to show in a short time the most critical information. Make sure that the main message is reflected in those few characters.
12. Never try to fool your audience with a misleading phrase or trick. Users are not going to spend a lot of time trying to get the message; in 15 seconds, they have to know what the main idea is so that smart phrases and cheating better leave them for another time.
13. Personalize the subject with interesting information. With such data, readers will see that they have received more information and will rely more on the brand. An example may be to include the address of an event or include the name of the recipients.
14. . Give a sense of urgency, reasons why the recipient will have the email. Getting them to open the mail is more comfortable if the idea that there are few units of a product or few vacancies for a service is prompted.
15. The subject must include the name of the company. This can be a way to remind recipients why there is a relationship between him and the brand, which creates a certain level of trust.
16. Avoid the original words of spam as ‘free’ or ‘get it now’ as they cause the recipient to reject the email and will never have the opportunity to be read.
17. Choose the name and the correct email address where the messages come from. An appropriate name of the person who sends the mail will help to give a good impression of the brand.
18. Try sending emails at different times: with smartphones, more and more people access to email at the moment. Many times the less regular schedules are the ones that get the highest number of openings.
19. Find the correct frequency to communicate: constantly bombarding the audience with emails can only harm the brand. The key is to find the exact time that has to pass between one and the other.
20. Do a little analysis. Segmenting the audience into two groups to check what issues and from which email addresses you get more openings can be a simple way to get better results.