There’s a lot of trial and error when it comes to emarketing, and it definitely is something that rewards the patient and persistent. However, if you’re looking to jump-start an emarketing campaign and are short on resources, here’s a quick guide to get you on the right track from Day 1.
1. Invest in a Solid Tool that’s Easy to Use
While you’ll definitely want to save money where you can, also keep in mind that hodgepodging a few free or low-cost tools together can be extremely time-consuming, not to mention a headache. A few places to start include MailChimp, InfusionSoft, or ConvertKit, but the list is much longer than that. Which tool you pick will depend on the size of your subscribers list and what kind of capabilities you want to have.
2. Make Sure Your Tool has Mobile-Friendly Templates
Customers no longer have patience for emails that aren’t easy to read from their phones. Be sure your tool is up with the times and has templates your users will enjoy. A few hallmarks of a mobile-friendly email include smaller images, larger fonts, and short subject lines. Also, make sure you’re testing all of your emails on desktop and mobile.
3. Match Frequency with Usefulness
In other words, don’t send emails just to send emails. Make sure that each one serves a purpose, and be conservative on the frequency as you’re starting out. If you immediately blitz your customers, you may find yourself with a lot of unsubscribes.
4. Perfect Your Subject Line
If your customers can’t get engaged from the subject line, then the rest of it really doesn’t matter. Experiment with straightforward headlines and others that are incredibly compelling. MailChimp has a great report on their best and worst performing subject line types.
5. Pay Attention to Analytics
Do your customers prefer morning or afternoon emails? Which types of subject lines get better results? How many times can you email your customers in a month before they stop opening? All of these questions and more should be followed closely in your analytics panel.
About the Author
Sarah Snyder-Castañeda is a content marketing strategist for LeadHub, a full-service internet marketing company based in San Antonio, Texas.