Email marketing has gotten a bad rap over the past few years. Some people claim that it doesn’t work. Others think that social media has killed its effectiveness. But what these people don’t realize is that email marketing is still effective, but its success greatly depends on your email list.
If you don’t have an email list set up with people who are truly interested in what you have to offer, or if you’re sending the same emails to everyone without making them more personalized to their region, then you’re not going to have a successful email campaign.
If you want to create the best possible email list, you need to use the following tips.
Spam never works, so don’t try to buy email addresses from a company or start sending random emails to various addresses. Not only will this annoy people, but you won’t have a high open rate, which nullifies your entire email marketing effort.
Make sure that your email list is made up of people who want to receive your emails. This will give you a higher open rate, and it will lead to more conversions.
Create multiple signup locations.
The best way to earn permission to receive emails is to have your audience sign up to receive them. In order to ensure you’re getting the most possible signups, make sure that you’re placing a sign up option everywhere you possibly can. Place a sign up on your website, social network, blog, landing pages—anywhere you have an audience. You can also put signs up in your establishment to let your customers know where they can go to sign up for your emails.
Keep your email list opt-in simple.
Stick to receiving the basic information from your audience during your opt in process. Email address, name and location are really all that you need in order to get an idea of who is signing up, and this info can also allow you to tailor your emails accordingly. If your opt-in process is too time consuming or asks for too much information, you’re not going to generate new signups because your audience will not want to take the time to sign up. The easier and less time consuming, the better.
Do some housekeeping.
Send a few test emails out to your audience and see which ones have a higher open rate. After a few months, if you notice that certain email addresses haven’t taken any type of action from your emails, remove them from your list. Having inactive addresses on your list doesn’t do any good for your business. Make sure to do this housekeeping every six months or so to ensure your list is made up of those who truly use your emails.
Email marketing is still an effective tool—you just need to have the right list. If you’re spamming random people, or if you have a list made up of hundreds of inactive accounts, you’re not going to show the right metrics when you analyze your strategy. If you create an opt in and do regular housekeeping, you’ll ensure that your email list is made up of interested and active individuals, and you’ll see a higher success rate from your email marketing efforts.