How to Grow Your Business with Email Marketing

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Email marketing is one of the most effective and time-tested methods to find new leads and engage with your existing customers. With an email list, you have a growing number of subscribers you can send messages to whenever you want. There are certain techniques and practices to help you get more out of this method. Here are some of the most vital steps to help you grow your business with email marketing.

Avoid Getting Your Emails Flagged as Spam

If your messages end up in spam folders, your open rates and results will suffer. There are a few ways to avoid this fate.

  • Gently urge subscribers to white list your emails as valuable. 
  • Make sure you have a clearly visible "unsubscribe" button at the bottom of your messages to ensure people don't report you as a spammer.
  • Avoid hype and blatantly promotional language in your subject lines and messages. Words such as "free," "sale," "make money," and other terms associated with spam are likely to get your messages dumped into spam folders.
  • Only send messages to people who signed up for your list. Never buy email lists or send out messages randomly.

Personalize Emails and Segment Your List

People don't want to feel like they're getting general, impersonal messages from businesses. It's easy enough to personalize your emails by including the subscriber's name. You should, however, take this a step further by segmenting your lists by criteria such as interests and past buying actions. For example, customers who already bought a specific product from you don't want to get more promotions for that same product. 

Provide Value to Your Subscribers

Email marketing is about building trust and developing relationships with your subscribers. If your messages are overly promotional, you'll alienate a large portion of your audience. Each business needs to find the right balance between promoting and educating. However, a good rule to follow is that people should find some value out of every email you send, whether they buy something or not.  

Test Your Results

Successful email marketers have at least one trait in common: they perform rigorous tests on all of their campaigns. You want to isolate as many variables as possible, so that you get the best results from your marketing efforts. A/B testing, also known as split testing, lets you compare two elements such as subject lines. Test everything, such as topics, links in your email, landing pages, and length of emails. Additionally, test the timing of your campaigns. Are your open rates better at certain times or on certain days? Be sure to only test one variable at a time. This way you can consistently improve your results. 

Email Marketing Tips for Better Results

Here are some additional tips to help you get better results from your email marketing campaigns. 

  • Don't send out messages too often. This is one of the most common reasons people unsubscribe. One option is to offer people the option to receive fewer messages. For example, segment your list into "once per week" and "daily" messages.
  • Use compelling yet relevant subject lines. The subject line is the biggest factor for open rates. You want to arouse people's curiosity here. However, don't make false promises or use deceptive subject lines, as this leads to unsubscribes and spam complaints.
  • Make sure all of your emails have a clear call to action (CTA). If you don't have a specific offer in mind, at least link to your website, Facebook page, or other relevant content.
  • Keep your list fresh and up-to-date. Periodically clean out your list and remove subscribers who never engage. If your open rates are too low, this can negatively affect your delivery rates.

Email marketing is a great way to stay engaged with customers, build your brand, and increase your authority. It's not however, a quick fix. If you're looking for a way to make quick sales, it's best to focus on paid advertising. Think of your email list as a tool that helps you forge deeper connections with subscribers. This takes time. Nurture your list with helpful information, and it will reward you. 

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