Email Marketing Do's and Don'ts for 2018

Created: January 17th 2018 By: Mark Richards - VP of Marketing

Subscribe to Clover Blog

Email Marketing_Main

As one of the oldest digital marketing methods out there, email marketing often doesn't get the attention it deserves.

However, the truth remains that despite all of the new and exciting methods of digital communication available to us, nothing has dethroned email marketing in terms of its return on investment (ROI) potential.

That ROI is the reason good marketers keep coming back to email – it simply delivers results. For every $1 spent on an email marketing campaign, marketers earn their brands an average of $38 back. Additionally, customer acquisition via email is much more effective than attempts using social media platforms like Facebook and Twitter.

Nevertheless, while email itself is old technology, marketers need to find fresh, modern ways to use it in order to guarantee success in 2018 and beyond. As people's relationship with technology changes, so too do their expectations concerning that technology, and marketers need to catch on to that to be successful.

 

Update Your Email Marketing Campaign for 2018

Email Marketing_2
 

While the basics of email marketing have not changed, some all-important details have. Pay attention to these critical do's and don'ts for your email marketing campaign this year:

marks-02DO offer something of value. This can be an eBook, in-store discounts, or links to informative content on your website. Your emails need to stand out from the crowd and the best way to do that is to offer value.

marks-02DON'T forget mobile. For several years now, the majority of people read most of their emails on mobile devices. That number is growing, and the multitude of devices and displays on the market means you need to use modern email software to ensure that your messages display correctly no matter what devices your recipients use.

marks-02DO keep it simple. In a desktop-dominated environment, you could get away with large, beautiful brochures and text-heavy emails. Those times are long past – keep your messages short and to-the-point so that an on-the-move businessman can quickly skim the content on a smartphone and make a snap decision.

marks-02DO personalize. Just using the recipient's name in the subject line improves your open rate by 26 percent, on average. Imagine what happens when you use modern email marketing software to personalize body content as well. Doing this at-scale requires segmenting and categorizing recipient groups, but it's well worth it.

marks-02DON'T stop split-testing. A successful email marketing campaign is more like a marathon than a 100-meter sprint. Don't stop A/B testing different approaches just because you've begun to see the first signs of success – keep refining subject lines, button sizes, and specific word choices to optimize your campaign.

marks-02DO use drip email marketing. Instead of blasting off a single sales brochure to brand-new mailing list recipients and your oldest customers alike, use a drip email campaign to send a sequential series of emails introducing each new lead in a consistent manner. Drip email is much more effective for lead nurturing than ad hoc email campaigns.

 

Leverage Transactional Emails for Relevancy and Timing

Email Marketing_3
 

With almost 270 billion emails being sent everyday, it's more important than ever to remain relevant and consistent so that your company avoids the dreaded junk mail filter. Fortunately, there is a reliable and surprisingly simple trick for doing this – relying on transactional emails.

Transactional emails include purchase receipts, shipping notifications, password resets, and billing confirmations. In an environment where getting to the customer at the right place and the right time is the most important aspect of marketing, there is no better place or time to address your customers than when they need something.

Typically, developers simply use standard templates when sending off these automated emails. Most developers are more interested in the actions that trigger the email than in the email itself – but marketers who seize these emails as key opportunities to build rapport with customers have much to gain.

Transactional emails have a much higher open rate than any other email class, and the reason is simple. Customers need the data they contain. Whether it's a tracking number or a link to receive a new password, marketers are essentially guaranteed that transactional emails will get read. Use that knowledge to encourage brand loyalty and get your email recipients to read all of your emails.

 

Author: Mark Richards - VP of Marketing

Mark Richards is the VP of Marketing at Clover Technologies Group and loves to help customers plan, optimize and launch inbound marketing campaigns. He has spent the majority of his career in the Creative Design and Marketing field. A driven marketing professional who currently directs all global branding, marketing and communications strategies for Clover.

Subscribe to Clover Blog

Information
Close
Information
Close
Information
Close
 
Close

 
Close

INFORMATION
Close

Are you sure you want to logout?

INFORMATION
Close

Press OK to switch region to Clover Imaging Group

Multiple choices
Close

This item is available for outright sale or exchange purchase.
Please choose below.

Retrieve account data
Close
To retrieve your login data, enter your email:
 
Please wait...
Loader
Information

Thank you for your interest in Clover! Due to the robust functionality on our website, we can only support the most current web browsers. We recommend upgrading your browser to the latest version of Internet Explorer, Google Chrome or Mozilla Firefox.

Information

Your session will expire in 5 minute(s).


Information

Your session has expired. You will now be redirected back to the home page.


Error retrieving data
Close
Thank you
Close
Video
Close
Video
Close
Video
Close
Video
Close
Web Tutorial
Close
Upload logo
Close

Allowed format: .jpg, .png, .bmp; Max:1024x768px; Min:590x307px.

Shipping Information ()

Close
INFORMATION
Close

Your document is being created. Please wait until the download initiates.


Terms and Conditions
Close
Shipping Address List View all addresses
Close
Click on the address to select it
Add new Ship-To address
Close
* Required Field
How it works?
Close

Click the green button "Create New User"

Fill out the form fields for your new user. Select which permissions your new user should have and assign a username and password. Click Save. You will receive an e-mail confirming the new user has been set up successfully. Follow this procedure to set up each new user.

After you have created a new user, the new user will receive an automated email with their new user name and password. They will be given instructions on how to change their password if they would like to choose their own. However, as an administrator, you will always have access to delete/edit users, view their profile information (including their password) and change their permissions.

If you need to edit a user, there are links beside each user to edit or delete the user’s profile.

If you delete a user, the user will now appear on the Deleted Users Page and you can Re-Activate at any time if you need to do so.

Clover Video
Close
Information
Close

Upload Terms and Conditions
Close

Allowed format: .pdf; Max file size: 5MB.

Upload Customer Logo
Close

Allowed format: .jpg, .jpeg, .png, .bmp; Max file size: 5MB.

Resubmit Historical Usage File
Close

Allowed Formats: .xls, .xlsx; Max file size: 5MB.

Warning 
Close

Please note that this is a bid item that's part of the Silver Bullet program. Make sure that you have been approved to ship Silver Bullet items to this customer prior to placing an order. If this customer has not been approved, the order will be cancelled. Thank you.

Warning 
Close

Please note that at least one of selected items is a bid item that's part of the Silver Bullet program. Make sure that you have been approved to ship Silver Bullet items to this customer prior to placing an order. If this customer has not been approved, the order will be cancelled. Thank you.

Warning
Close