As a marketing director, it can feel like half of your time is spent researching and testing new methods of marketing your business. Every day it seems like there’s a new social platform, a new chat option, or a new AI technology to help you spread the word about your business. While all these new tools and software are great, it’s important not to forget some of the simplest, most direct tools in your arsenal.
Email marketing is one of those tools. It might not seem as fancy or complex as some of the options available today, but it’s managed to stand the test of time. It’s estimated that there will be nearly 255 million email users in the U.S. by the end of 2020. Email is also one of the most direct, personal forms of marketing that is available.
Why Email Marketing?
Compared to other marketing channels, email marketing is incredibly direct and personal. While it’s not as flashy as other channels, the odds of an email reaching your audience is much higher than compared to a channel like social media marketing or paid ads.
With email marketing, you are also more likely to have your audience’s full attention than with other channels. Most of us are programmed to read emails closely because they’re likely to contain information we want or need to know like agendas for meetings, tax instructions, and (let’s be honest) sales or discounts on our favorite products.
Looking to execute email marketing for your business? Make sure you have the right tools to get the job done. These include:
- A trusted marketing automation software (Hubspot is our software of choice). This software allows you to collect information about leads; design, schedule, and analyze emails, and create lead nurturing campaigns.
- An email marketing strategy: determine what you are going to send to prospects, as well as when you will send it. How will this email help move prospects farther along in their decision making process?
Email Marketing Best Practices
Part of ensuring your emails have a high delivery rate is sending emails your audience actually wants to open. Want to guarantee your emails are more likely to be opened? Follow these tips (and make sure you avoid these mistakes!):
- Create compelling subject lines - Your subject lines are the key to your emails getting opened.
- Send emails with a purpose - Don’t overwhelm your audience with emails. Instead, make sure every email has a purpose and a goal.
- Segment lists - Target the right prospects with the right emails. This helps to prevent list fatigue from your subscribers.
- Use personalization - We’re all more likely to pay more attention. Forming a relationship with your email subscribers is important. Something as simple as personalizing your emails with the subscriber’s name can go a long way.
- Avoid spammy subject lines - Most email servers will reject spammy subject lines.
- Send your email from a reliable address - If you can’t have your email come from a person, at least have it be a relevant address like marketing@ or hello@.
- Run A/B tests - Running tests with your emails is a great way to see exactly what works and what doesn’t. You can experiment with new techniques, test different subject lines, times of day you send your emails, and more. Your team can examine these results apply them to future email campaigns.
Rather than being obsolete, email is an incredibly trusted means of marketing your business. It’s even more valuable when it is part of an inbound marketing strategy. Want to learn more?
Download our free ebook, Beyond the Basics: Advanced Inbound Marketing Tactics.