All That You Need to Know About Email Marketing in 2017

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Learn about email marketing in this article

Needless to say, email marketing is still the easiest and most economic channel for reaching out to prospects.

According to Radicati Research, worldwide email accounts have grown to 4.9 billion in 2017, and worldwide email users to 2.7 billion. In fact, it has been found that active email users spend more time reading and responding to emails than they do on their breakfast or shower. This is the reason that email marketing works better than any other marketing channels.

What’s the reason behind it? When compared to other marketing channels, emails remain in the inbox of subscribers and can be read or clicked repeatedly without additional costs per impression.

In this article, we will tell you why this is important, how you can harness its power, as well as why email marketing will dominate in the year 2017.

Why Email Marketing Is Important

Tell me honestly:

  • What percentage of your marketing budget do you spend on SEO, social marketing, PPC, and email?
  • Have you given importance to learning and applying improved performance tactics for SEO, social marketing, PPC, and email equally?
  • The way you measure conversions or even attribution metrics from SEO, social marketing, and PPC, have you also measured your returns from email?

Email Marketing Strategy As a Traffic Source

Is it unwise to increase focus on email marketing, which will not only be cost effective but will provide a captive source of loyal visitors?

SEO visitors cannot be considered “loyal” since they visit your blog when it’s required for them to do so. Also, they visit only if your content ranks on page 1 of the search engines.

However, building a loyal subscriber base is a very smart thing to do. Never let them get away from your website without passing on their email id.

Not all blogs can get immediate SEO optimization. Some will take years to get on the first few pages. So what can these blogs do to get visitors?

Getting traffic from email marketing is 20 times easier and 30 times cheaper than SEO. Plus, if you use good email automation tools, then your entire marketing can be handled without continuous efforts or resources.

Best Tactics For Email Marketing

What are the challenges that have created a reduced dependency on email marketing? Most marketers get frustrated with low open rates.

Here are some quick pointers for you to check and ensure that you get the most out of your campaign.

Do Not Purchase an Email List

Marketers are always in a haste when they start email marketing. Creating an opt-in subscriber list takes time while buying one is instant. But do not expect great results by purchasing email lists. These are almost sure to fail because these subscribers are not targeted and do not want to be getting your emails.

Use Double Opt-in Instead of Single Opt-in

This is another reason you may be losing potential subscribers. Marketers fear a double opt-in may result in a user changing their mind and ultimately not subscribing. But remember that a subscriber who has entered an incorrect email id is never going to receive your email anyway. Why not cross check them with a double opt-in? This will ensure that everyone on your list really wants to be there.

Handle Bounces.

Many marketers use email marketing systems that do not handle unsubscribes from bounced email. There is not even maintain a suppression list that is maintained by them. This can result in sending email blasts to those users that have already bounced or unsubscribed. This action not only affects the open rates but affects the domain’s reputation too.

Make Your Emails Consistent.

Email marketing needs to have a structured and a planned approach. Many times, marketers will take to their email campaign with energy, sending 5 emails to recipients in one week and then not sending anything for two weeks. The subscriber will either unsubscribe or will ignore such inconsistent email sending. Emails need to be sent consistently to develop a habit for the subscriber. Around 2-3 e-mails a week is a good frequency.

Purge Inactive Users.

When your list has subscribers who have never opened your emails or have not opened your emails for quite a long time, it is always preferable to deactivate or purge them from active sending. Don’t get into the trap of thinking that a bigger number of subscribers is better. Your statistics will get messed up and you will lose motivation. Always keep your list active.

Avoid Spam Traps.

A spam trap is an email address that is not actively used, but is actively monitored. Many organizations like Spamhaus along with SURBL or security companies like TrendMicro and McAfee and even nationwide ISPs and corporate email servers maintain such spam traps to blacklist a sender since their email has never been used to subscribe to any service. Spam traps can really affect your own sending domain’s reputation, and in some cases, they have been known to have decreased open rates by 20%!

Use a Professional Delivery Server.

It is always advisable to use a reputable and professional delivery server for your email delivery. Companies who have CANSPAM associations and are given safe passage by Spam Assassins.

Don’t Use Spam Words in Email Content.

This is another common mistake. Many marketers are not aware of words that trigger spam filters. These spam words are common and will not really strike the sender as objectionable, but will get flagged as spam content.

You can use this free service to check for spam words in your subject title and text of your email content.

Make Your Title Attractive.

Many email marketers do not give any importance to the email’s subject line. The subject line is as important as a pickup line! If it fails to attract the subscriber’s attention within a single glance, the actual subscriber will never open the email. Some common unattractive subject lines used while sending newsletters are “Newsletter Issue#33”, “Feb Newsletter”, etc

Test Your Email’s Technical Capabilities.

Marketers may not be aware of the particular technicality of the email and sending domain. But there are free tools out there to help you test your email on technical grounds like DKIM, SPF, Bounce Domain, HTML format, and other important things. Run a test of your e-mail with such tools.

On an average, a mailbox gets 12 marketing or promotional emails every day, and 63% of these e-mails do not provide the content that the recipient is in need of. There are 205 billion messages sent every day, and the normal individual spends more than 20 hours every week on the web with more than two hours of that time spent in a hurry.

How Do You Ensure That Your Email Is Accounted for, Read and Acted Upon?

Email personalization does not mean delivering automatic email blasts with typically the recipient’s First Name or Company Name. Personalization in email marketing means sending real-time emails to recipients with the right content at the right time and also when it is still relevant. Such email campaigns will make sure that your content is engaging and relevant to a user. And when this happens, your subscriber will be happy to interact with your targeted, highly-engaging content.

For now, I want to know what you are doing to make sure your list stays active. How much success are you having with your e mail list? What are you doing to maintain in addition to optimize it? Let me know in the comments below.

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Avani Lalka is an experienced marketer, and a writer in the field of new-age marketing and career development. She writes from her heart to make a difference in the lives of the people that follow her. Currently she is heading Account Based Marketing (ABM) in a popular Pune-based startup. Feel free to connect her as she welcomes new ideas and opportunities. Email: lalka.avani7@gmail.com