When you are on the outside looking in, many things seem a lot easier than they really are. That is because we usually don't get to see the process and hard work that goes into it.
This is also true for becoming a successful email marketer.
A lot of people may think it is as simple as buying a list of addresses, writing content, hitting the send button, and then sitting back and waiting for the sales to roll in.
If only that were true.
For those on the inside, it is so much more than that to be successful in email marketing.
While email is very much an effective marketing channel, there are a few written and unwritten rules that all email marketers need to know. This list will be most beneficial for beginners but it also serves as a great refresher to the pros out there.
5 things all email marketers need to know
1. Building a list takes time
In order to really succeed in email marketing, you need a strong list of customers who like your product or service. It takes time to build this list whether you hear otherwise. One of the most common questions we get asked at SimplyCast
is whether we sell or rent lists. We don't and you should never, ever buy a list
. The best way to go is to put in the hard work to build your list organically. There are many ways to do this
and over time you will be much happier with what you have built yourself. Just make sure your subscribers are opting in, able to edit their preferences, and they clearly know what they'll receive from you in the future.
2. Understand the law
In case you were not aware, there are actual laws surrounding email, most notably the CAN-SPAM Act. The CAN-SPAM Act sets standards for the sending of commercial email and ensures the FTC enforces these standards. This law protects subscribers' rights and makes sure marketers stick to three basic types of rules which are unsubscribe, content, and sending behavior. It is highly recommended that all email marketers become familiar with the CAN-SPAM Act
as it can save you and your company in the long run if you abide by the law.
3. Emails look different in various clients
Did you know that the same email creative can render differently in Gmail, Yahoo, Outlook and AOL? When designing and building your creative, you should take the time to check how your email will render properly across different email clients. A good way to do this is to send your email to test accounts in all clients and view how it renders. From there you will have an idea of how to fix what needs to be fixed. It will take a little longer in the beginning but well worth it in the end. We did not even mention how your email will display on a smartphone
but that should also be considered.
4. Set standards and follow them
When subscribers opt-in you should tell them how frequently you will send emails, or give them the chance to tell you how often they want to receive your emails. If you promise monthly emails but start sending your emails weekly, people will get frustrated and opt-out or report you as spam. Set standards right from the beginning and follow through with them.
5. Create trust and build relationships.
This is a must for continued and sustained growth of your email list. We all like to be treated as though we are a valued customer when we are out shopping in a store and with email it is not any different. Offer subscribers valuable content, provide them with discounts or other offers and definitely thank them for making a purchase or using your service. You just can't force sales pitches into their inbox all the time and expect them to stick around. It seems pretty simple but if you treat your subscribers how you like to be treated, everything should work out just fine. It is a long process full of hard work but that is what separates the successful email marketers from everyone else.
In conclusion, if you are new to email marketing or just looking to refresh your skills, the best advice is to do your research and get to know best practices and other laws.
You can also follow SimplyCast on Twitter
for more helpful tips to enhance your email marketing experience.