Need some best practices to get the upper hand on email marketing? Have no fear, the Growth Experts are here! If you’re looking to generate leads and convert more prospects for your business, you’ve come to the right place.
Best practices covered:
Let’s take a look at some email marketing best practices that you can use to generate more leads for your business. Before we begin, you’ll need to set up an account. If you haven’t done so already, click here for a step-by-step.
The wine industry has lots of rules, so you’ll be happy to know that email marketing has laws and regulations too (yay!). But no need to huff and puff yet because these are far less complex. There are only two things to keep on your radar: CAN-SPAM and GDPR.
Controlling the Assault of Non-Solicited Pornography and Marketing (CAN-SPAM), is a US law that gives email recipients the right to stop a business from sending them emails. The key here is to never use the words “no reply” as your email sender’s name (ie: email@example.com). This prevents a recipient from being able to respond or opt out of your emails, which CAN-SPAM enables them to do so at any time. We recommend having your emails come from a name like firstname.lastname@example.org or email@example.com.
General Data Protection Regulation (GDPR), is a regulation that requires businesses to protect recipients’ personalized data and to ask for consent before reaching out. What does that mean? Do NOT purchase contact lists! Email campaigns are dependent on a healthy open rate, so if you’re getting your boots dirty and earning every previous interaction and new customer you’ll see great results. However, if you’re contacting people who’s information you’ve bought, those purchased lists do not come with that consent. You’ll see a dramatic drop in email performance and may face millions in fines.
A good rule of thumb is to keep your most important information in the first third of your email. This would include your call-to-action and main takeaway from your email.
If your email is too wordy, the recipient will be overwhelmed and won’t care to read the information. Only include what you need and if there is a lot of information to relay, break it up with images and graphics.
If you open your personal email, most people will have a handful of company emails they subscribe to but haven’t opened one in months. Why does this matter?
Email campaigns are successful based on performance. Having a big list is great, but keeping least or never-engaged recipients can kill your open rate. Keeping them on can make your metrics seem as if you’re moving backwards and can affect the analysis of the campaign’s quality with participating recipients.
Implementing segments can be a great solution. Let technology do the work by having it clean your list for you. Segment your master mailing list by picking out conditions you want recipients to meet for specific campaigns. For example, if your wine club bottle selection is almost over but some customers haven’t submitted their selections yet the conditions for your segment would be: 1) Is in mailing list 2) And Is in X wine club 3) And Has Not completed bottle selections in the past X time (duration would be set to previous selection).
Still a little confused? Click here for more information.
This one is self explanatory but has to be said.
Every email you send should have your logo clearly displayed at the top of your emails. This shows you’re recipients that your email is from you and will positively impact engagement as well as brand association.
You’ve worked hard to build your company, so don’t let people forget who you are!
If you are using an email builder directly in the software this tip may not apply to you. However, if you are taking a stab at building a template yourself there are a couple things to note:
There is a common theme with email marketing: less is always more.
When it comes to fonts, we recommend sticking to two fonts or typefaces. This will avoid unnecessary clutter and won’t distract or take away from the email’s visual aesthetic.
Branded fonts are great, but they aren’t always the best when it comes to sending. Instead, use web-safe fonts and optimize the sizing to be clearly seen on all devices (ie: desktop vs mobile). This ensures that the email is consistent and legible to all readers.
The point of a subject line is to entice people to engage with your email so give them a reason for why they should.
For example, if your tasting room is having an event in the next couple of weeks let your loyal customers know about it. Use a subject line such as, “Tasting room event sign ups are ending soon!” or “You’re invited to our exclusive event”. This will create a sense of urgency and curiosity with your customer that will encourage them to engage.
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