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13 Things to Start, Stop & Keep Doing With Your Email Marketing in 2017

January 05, 2017

By sbernazzani@hubspot.com (Sophia Bernazzani)

Reap the positive ROI benefits of email marketing with the help of this  14-point checklist for optimizing your emails.

If you’re reading this blog post, there’s a good chance you arrived here by clicking on a link in an email we sent to you.

Email marketing is a powerful tool to encourage your audience to engage with content and to nurture leads in your database along the buyer’s journey.

And despite what you may think, email marketing is still growing: Gmail alone has 1 billion users worldwide, and The Radicati Group predicts that there will be 3 billion email users worldwide by 2020 (that’s almost half of the world’s population). Reap the positive ROI benefits of email marketing with the help of this  14-point checklist for optimizing your emails.

Certainly email is not dead, but it is getting harder to do well. HubSpot Postmaster and Email Engineering Director Tom Monaghan distilled his wisdom into a set of guidelines for email marketing for growth in 2017 at INBOUND last year. Read on to learn what strategies you should start implementing, absolutely avoid, and keep up in 2017 and in years ahead.

How to Improve Your Email Marketing in 2017

1) Send emails to lists that want to hear from you.

If you have email lists with low rates of engagement activity, stop sending to them. Every time you send to a list with low open and engagement rates, it hurts your domain reputation and your chances of connecting with other potential customers.

Monaghan said it best in his talk: “You are what you eat, and so is your marketing.” When you receive tons of emails from brands you don’t engage with, constantly deleting them or marking them as “read” is most likely tiresome. Empathize with your subscribers and treat their inbox the way you would want your inbox treated.

2) Have a goal for each email before you press “send.”

If you don’t have a goal in mind for the emails you’re sending, the recipients won’t know what the goal is, either. Once you define a goal for your email sends, you can define success and build a list to make that happen.

Goals for your emails could include a contact filling out a longer form for a gated content offer to provide your team with more information about their organization, or redeeming a promo code for a purchase on your website.

Give recipients options in your messages, such as calls-to-action and links in text, so they have multiple avenues to achieve your goal. Everyone’s behavior is different, so make your emails flexible.

3) Personalize and test your emails.

Email personalization really works. For example, back in 2014, we found that emails with the recipients’ first names in the subject lines had higher clickthrough rates than emails that didn’t.

When it comes to personalizing your emails, stick with the basics. Personalize according to recipient names and company names, but to avoid being creepy, leave it at that, urges Monaghan.

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Source:: HubSpot Blog

      

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