Really quickly, think about your favorite video or board game.
There are levels you must pass through to reach the end of the game, right?
Well, email marketing is no different – to get to the coveted email conversion, you must first pass through the other levels of the candy cane forest – I mean, funnel.
Since email is, in most cases, the first and only direct line of communication with your customers, you need to be nailing it each and every time.
Let my experience and knowledge serve as your email marketing cheat codes.
The first and most underestimated level of the email funnel is deliverability.
If your emails aren’t being delivered, it’s safe to assume you’ll never achieve a conversion from it.
There are a few things you can do to make sure your email deliverability is on par and stays that way:
Responsible List Building – A typical knee-jerk reaction for beginner marketers is to get as many email addresses and leads in the database as possible, regardless of quality or origin.
Aside from the obvious CAN-SPAM laws, your email opt-in should be strict.
At the end of the day, you only want to send to people who WANT to get your mailings. By doing this, you’ll help prevent internet service providers from blacklisting your IP address – the blue turtle shell of the email race.
You can tailor your opt-in process even further by having an extensive preference center where readers can determine what and how often they hear from you.
Regular List Maintenance and Hygiene – Maintaining your email database isn’t a one and done process. It requires constant care and attention. Just as yours might, your readers’ preferences and interest in your brand may change over time.
You should do a re-engagement campaign every 6-12 months (decide what is best for your business model) to make sure users are still engaged with you and the ones who haven’t opened an email from you in a while get removed from your mailing database.
While it may seem sad to say goodbye to these customers, the cold hard facts are that they aren’t engaged with your brand the way they once were.
The silver lining? read more at outbrain.com