Email Marketing: Best practices
To get the fundamentals right, in any case, follow these guidelines:
- Develop a strategy first before focusing on the tactics.
You set up a campaign based on your (Go to Market) strategy, not the other way around. Prioritise strategy over the campaign. Customers and prospects value and trust your different touchpoints more once they recognise and relate to your campaigns. They will understand you better, increasing conversion and brand awareness.
- Focus on benefits over (product) features.
Recipients always wonder, “What’s in it for me?” Whether subscribing to an email newsletter or their decision by clicking on an offer. Content that appeals to value for the recipient instead of ‘let’s talk about me’ converts better.
- Use customer/prospect (data) attributes to drive meaningful personalisation.
Once the receiver feels – yes, feels – that the sender has relevant information about the receiver and the content is tailored, the conversion will improve as the content is more relevant to the receiver.
- Generate central insight and test.
As soon as the results of your campaigns are centrally and interactively available, you can implement A/B tests effectively, for example.
You also optimise future campaigns by gaining insight into historical data: which type of respondents converted better within which market segment, customer type and based on what kind of content? Using this central insight, you avoid wasting valuable time and money on strategies or tactics that don’t work.
- Keep learning.
The saying: ‘change is the only constant’ always applies, which includes the theme: of updated legislation, changing customer expectations, new (marketing) technology and trends. Read trade publications, join industry associations, hang out in email communities, and read blogs 😉.
- Ask for help and responsibility from your suppliers.
Together we know more. Do not hesitate to pick up the net from your suppliers and use their expertise. Your suppliers will benefit more from customers who get high returns from using their technology and platforms. If they can’t or won’t help, it may be time to find another supplier. You can also expect your suppliers to deliver measurable results.
Written by Sander de Bont