When I googled this question to research for this article, the question came up second on the suggestions directly under “is email marketing effective.” Oh boy. Email marketing may have an optics problem for new marketers, but not to consumers.
Email marketing remains one of the top ways companies are generating revenue in 2022. Why? Because it’s pretty low cost and typically targets your most loyal customer base. Email marketing is 100% worth your time, but consider these dos & donts before you launch into a strategy.
Do
Allow every person to opt into your list.
Don’t
Assume someone who buys your product or service once also wants twice-weekly email about the product and company information.
Do
Give discounts, insider tips and exclusive content to your email list.
Don’t
Regurgitate the content you put on social media because there’s very low value in only sharing content that your email list has probably already seen. Use this content as add-ons to new engaging content.
Do
Use a tool that tracks, opens, clicks, and other engagement methods.
Don’t
Spend time executing an email strategy without understanding the impact.
Do
Segment your list if it’s big enough. Talk to prospects and loyal clients differently, you will see a big impact.
Don’t
Segment a small list even smaller or a large list to small, make your time really worth it.
Here are some of my favorite tools I HAVE used:
- Mailchimp
- Active Campaign
- Hubspot
Here are some top-notch tools I’ve considered, but never had the opportunity to use.
I’d consider these for bigger companies:
- Campaign Monitor
- Emma
- SendGrid