Email marketing is one of the easiest ways to build an active community around your brand. The benefit is that subscribers genuinely care about what your business has to offer. Whether it be high-quality products and services, motivation, inspiration, or useful tips they can put in place easily, your email subscribers are here for all of it!
Email marketing is the cornerstone of my business. It allows me to build lasting relationships with my community members. Through these relationships, I can assess their needs and provide solutions that make running a business easier.
I also love email marketing because it’s so easy to incorporate into my business. No matter what I’m promoting, I can always send an email to keep my most engaged audience members in the loop. And thanks to social media and a well-designed website, promoting my least is easier than ever.
I've been able to build a thriving and profitable email list and have learned what is (and isn't effective).
Here are 10 Email Marketing Do’s and Don’ts:
Email Marketing Don'ts
Spam your subscribers with sales
Sales emails are important, but they're not the only way to generate revenue in your business. Use email marketing as a starting point for building relationships with your community and build trust until you make the sale.
Include too much media in your emails
Too many photos, videos, and links in your emails can make your emails go to spam. Limit the amount of media in your emails to ensure they reach your subscribers’ inboxes.
Focus on design more than content
A pretty design is great, but does your content make subscribers want to take action? If you're sending well-designed emails that don't result in website visits and sales, then you need to go back to the drawing board.
Send sales emails without nurturing
If you haven't been emailing your audience regularly, don’t send an email out of the blue asking for a sale. Spend time educating and building trust with your audience before you sell.
Expect new subscribers without promoting
People can't sign up for an email list they don't know about. The fastest way to get engaged subscribers is to promote it constantly. Promoting your list through active and passive streams (read more about promoting your email list in this blog post ) ensures you can cover your bases.
Email Marketing Do’s
Email your subscribers consistently
Create a schedule that gets your emails in your subscribers’ inboxes on a regular basis. It may take some trial and error to learn what frequency works best with your audience. But when you find it, stick to it.
Include a call to action and a link
Don't give your subscribers a ton of valuable information and not give them a way to act on it! At the end of each email, tell your subscribers what action they should take (call-to-action) then provide a link to follow through.
Inject your emails with personality
Email marketing can be extremely personal if you allow it to be. Tell personal stories of how you solved a problem or achieved success in your own life and business. This makes you and your business more trustworthy.
Use personalization to connect
Make your subscribers feel like you're talking directly to them. Use tags and segments to send them the content they want (read more about tagging and segmenting in this blog post). You can even ask subscribers their birthdate to send a personalized message and discount.
Your email content doesn't have to be 100% original. Leverage other people's content you connect with or content you’ve published on other platforms to get your point across.
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