Last time we looked at how to get started with an email marketing campaign, including how to create an email marketing strategy and how to build up your email list. If you missed the first part of this series you can find it here. This time we’re taking a look at email marketing best practices and some regulations we recommend you follow.
Email marketing best practices
Once you’ve built up your email list full of loyal subscribers it’s important to make sure your emails don’t end up in a spam folder or worse, on a blocked list.
Here are a few important things to keep in mind before you start sending out information to your email list:
Email marketing tips
While you probably wouldn’t think twice about the formatting or subject line of an email you send to a friend, email marketing requires a lot more thought and consideration. Everything from the time you send to your email to the devices which your email could be opened on matter, and should be planned.
The goal of email marketing is to generate more leads and increase your ticket sales. This is what makes creating marketing emails a far more involved process than your average one.
The components of a successful marketing email include:
- Copy: The copy in the body of your email should be consistent with your voice and stick to only one topic.
- Images: Choose images that are eye-catching and relevant and optimized for all devices.
- CTA: Your call to action should lead to a relevant offer and stand out from the rest of your email.
- Timing: Based on various studies the best time apparently to email is 11 am on a Tuesday.
- Responsiveness: On average, around 55% of emails are opened on mobile, so your email should be optimized for this as well as other devices
- Personalization: You should write every email as if you’re writing it to a friend. Be personable and address your reader in a familiar tone.
- Subject line: Your subject line should be clear, actionable, and use enticing language that’s personalized and aligned with the body copy of the email.
Segmentation means breaking up your email list into subcategories that relate to your subscribers’ unique characteristics, interests and preferences.
You need to remember that your audience and your subscribers are human and you should always do your best to treat them as such. (That means not sending out generic email blasts!)
The reason email segmentation is important is without it you can run the risk of sending the wrong kind of content to the wrong people and potentially lose subscribers.
Why you should segment your email list
Each person who signs up to your emails is at a different stage of readiness to convert into ticket buyers (which we’re assuming is your goal).
If you send a discount code for your tickets to subscribers that aren’t interested in attending your latest event due to location/previous commitments etc. you’ll probably lose them. This is because you have skipped the part where you build trust and develop the relationship between you and your audience.
Every email you send should treat your subscribers like humans that you want to connect with, instead of a group of leads you’re trying to fit into the same box.
The greater the level of segmentation in your list, the greater the level of trust you’ll be able to build with your leads, and the easier it’ll be to convert them at a later date.
How to segment your email list
To begin to segment your email list you’ll need to create a variety of lead magnets and opt-in forms (click here for more information on these) that cover each part of the ticket buyers’ journey. This means your contacts will automatically be divided into separate lists.
The majority of email marketing platforms allow you to segment your email list by contact data and behavior that will help you send the right emails to the right people.
There are several ways you could break up your list including:
- Geographical location
- Lifecycle stage
- Awareness, consideration and decision stage
- Previous engagement with your brand
- Job title
In most cases, you can segment your list in any way you wish, but it’s important to be as exclusive as possible when sending emails to each individual subgroup.
Now you’ve established who you’re emailing and what’s important to them, it will be far easier to send emails with plenty of personalized touches.
You’ll know you’re speaking to potentially hundreds and thousands of people, but your subscribers don’t need to know or feel that.
Studies have shown that personalized emails have a 26% higher open rate and an improved click-through rate of 14% when compared to non-personalised.
Once you have all your personalized data and you’ve set your email marketing platform that allows for personalization, there’s no excuse to send out generic emails that don’t make your leads and audience feel special.
A few great ways to personalize your emails include:
- Adding in their first name into the subject line or intro greeting
- Include region-specific information (great for running local events)
- Only sending emails that are relevant to the last engagement the lead has had with your brand
- Information about personal events like public holidays or birthdays
- Ending your emails with a personal signature from a human, not your business
- A relevant call to action for an offer your audience may find useful