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Updated by Steven Chopade on Oct 09, 2015
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How to Email Market?

Make it Easy to Unsubscribe

It may seem counter intuitive to make it easy for a user to leave your mailing list, but the other option is much less appealing. When users get frustrated while trying to figure out how to remove their email from your list, they eventually just start to flag your email as spam. Every user who notes your email as being spam counts against your sender reputation with email providers and makes it harder (and sometimes impossible) to get your email into the inbox instead of the junk folder.

Get Personal with Your Messages

Having a relationship with your customers means you know who they are on a personal level. Segmentation is a great way to make your email marketing personal to your customers.

It starts with gaining an understanding of who your customers are, what their needs are, what struggles they experience, and what success looks like for them. A great example of this is Marcus Sheridan, who successfully launched a fiber-glass pool company in the midst of an economic slump, thanks to his ability to understand his clients’ needs and meet those needs with education.

Send your customers highly relevant content that satisfies their needs and interests, and there’s no telling what you can accomplish.

Sell the Email in the Subject Line

If the subject line doesn't make people go 'Oh my gosh, I HAVE to read this email', they won't. Marketing consultant Jeff Bulla recently wrote a great article about creating blog posts that beg to be read - the tips there are exactly the same for email. Questions, quotes and intriguing stories are at the top of the list for engaging content.

Always Leave an Option for Sharing

When it boils down to your email marketing campaign, you’re ultimately trying to get the consumer to take some type of action. And let’s face it, every email isn’t going to lead to a sale, but if you can get a majority of your emails passed on, then your sales will increase.

Chances are if you’re creating personal, engaging content, then your list subscribers will have interest in sharing with others. By leaving social sharing buttons, you’re going to see an increase in your click-through rate and expand your list.

Optimize for Mobile Devices

People are increasingly checking email and reading blogs on their mobile devices. According to a Gartner survey, 74% of smartphone users check email on their phones.

That’s significant. If your email options or email marketing campaigns aren’t optimized for mobile, you could miss out on up to three-quarters of your potential customers. In order to improve your conversions and click-through rates, your emails must be easily read on mobile devices. Otherwise, many your users won’t be able to interact with your email marketing messages and will either delete your emails or unsubscribe.

Getting Started with Email Marketing

Join MailChimp's Allyson Van Houten and learn how to craft an email marketing strategy that helps you - the small business owners, freelancers, and startup teams - accomplish your business goals. Email is a crucial channel in any marketing mix, and never has this been truer than for today's entrepreneur.

Consistent Branding

Whenever it comes to branding, consistency is the key to success. In email marketing, your messages should be consistent with your brand in terms of layout and design. How often have you received an email marketing message that doesn’t have the same look, feel and consistency with the brand from which you got the message? It’s usually ignored as businesses will rush into email marketing without understanding that this is simply one more approach to deliver your brand message.

While your email messages don’t need to look precisely like your Website, they must anyhow include your logo, slogan and be styled properly for a solid match with your current online identity. If you aspire that people don’t reject your emails, this consistency is important as it’ll send a message of credibility and something of value. Your email format should be customized and a clearer representative of your brand.

Optimize Ad Titles with A/B Split Testing

Similar to email marketing, the success of which hinges on the right subject line, social media ad headlines can mean either new or lost followers. A/B split testing can help determine the best option and ensure your social ad headline produces the most positive feedback. The less likes, shares and followers it sparks, the more reason to no longer use it. Track which customers are responding and what platforms they favor. There is no platform that will be the best option, but the information gleaned will provide further insight on how to segment and reach consumers effectively.

Steps to Effective A/B Split Testing & Multivariate Testing

Imagine you are the lab in charge and you plan to test a lot of chemicals to come out with the right formula. Looks like a daunting task, doesn't it? Same is the story with email marketers! Fighting for your subscribers attention in their inbox means you need to find the best way to engage them.

Why Buying Email Lists is Bad Marketing?

Buying an email list is a shortcut and one that can have a negative impact on your reputation.

Like black hat SEO buying email addresses can work and may even lead to sales, but it leads a nasty taste in the mouth. It can even get you banned from using certain email marketing and CRM packages if you get caught.

Put yourself in the position of your potential customer, having your address sold to the highest bidder because you forgot to tick a box on a web form or because your details have been scraped from the internet is not appealing.

How do you feel when you receive an unsolicited email, the answer is hardly like to be positive and may even make you hostile towards a company.

The Alternative

Instead we encourage our clients to build a funnel based on attracting people to sign up to our mailing list through incentives such as free information or entry to a competition.

There are a many different ways to get peoples email addresses, from your website, lead magnets, competitions, social advertising and offline events.

Buying email lists is bad marketing, if you build the right marketing framework you should be able to reach your audience without it.