Email marketing is a cost-efficient and effective means of outbound sales as well as a great way to capture inbound leads or build touch points with customer leads. It does re
Email Automation
There are a number of great email marketing software systems out there, many with free tiers. Services like Mailchimp, constant contact, moosend, sendinblue, Hubspot, and others all make managing your email marketing campaigns much more effective and efficient. They provide analytics, automated sending, email formats, and help you avoid the spam folder. If you aren’t already you should without a doubt demo 3 or 4 and start at least using the free tier of one.
Spam Keywords to Avoid
Email providers have gotten much better at detecting if a message is potentially spam. There are a number of keywords that are red flags for email providers and that coupled with a domain that is new or isn’t ranked as high can quickly result in your emails getting flagged as spam, which completely negates the effort to create email marketing campaigns.
Here are some common words or phrases to avoid in your emails
There are tons of words.
Anything all caps
Anything talking about money, great offers or deals
Anything mentioning free, important, lifetime
Want a deeper look at spam keywords to avoid?
At the bottom is a link to a more extensive list of spam keywords to avoid
Email Personalization
Personalization can see daunting but should be a component of your email marketing campaign, even basic personalization like adding the first name, or a quick first line will help make your email more relevant and dramatically improve the success rate of an open, click or sale from the recipient. A few studies have concluded that personalized emails generate 70% more customer engagement and that personalized subject lines improve open rates by 26%. 82% percent of marketers report higher open rates with personalization.
Email personalization doesn’t have to be difficult and many automated software systems will help, but particularly for B2B or larger B2C transactions having a BD rep or sales team member customize the email for the recipient particularly if someone in your company has had prior contact with the person.
Personalization also helps to build a relationship with the recipient even if they don’t buy from you now. The higher the price of the sale, the more important this aspect is. For car dealerships, B2B SaaS, etc, the relationship is a significant reason why the sale is made.
Knowing why your customers buy from you is important as then you utilize that knowledge in sales and marketing emails. After a sale is made, online surveys or phone conversations are a great way to find out why the customer chose you over competitors.
Video in Email Marketing
Video has become much more popular in a digital ad campaigns, whether for paid social media, Adwords, youtube ads, etc. Most people are simply more likely to watch a video than pay attention to a static image with text.
There are a large number of studies that quantify the increase in Click-through rates (CTR) that video generates over static ads. Studies generally pin the number between 50-300%, which is a significant increase in the efficiency of your marketing campaign.
For email marketing, having a video link inside the email is a great way to increase the number and ratio that your audience will click and pay attention to the content you’ve provided.
The actual videos within the email can be targeted to the audience segment that is receiving the email. For example, if you’ve built a segmented email list of leads that had registered interest in a specific product, you can link the most relevant content. Again, the overall success of the campaign will increase the more relevant your ads are to the audience watching them.
B2B Email Marketing videos are also a powerful tool, as you can include case studies, new product or service overviews, special offers, or more detailed explainer videos in your emails.
One strategy that many companies have turned to, is immediately after a cold call or in-person meeting, sending an email recounting the major points of your conversation then including a video that includes more information on the product or service they were interested in.
Email Marketing Data
Just like other types of marketing, it’s incredibly important to quantity and build data analytics on your email marketing campaigns. The more you know about what works and doesn’t work with your audience, the more you can tweak campaigns to be more cost-effective, thus lowering the cost per lead and cost per conversion.
Most email marketing automation software will provide data analytics tools to help make accurate decisions from the data points.
Have a goal in mind
When you send emails and build email lists, you need to have a specific goal in mind. Is it to schedule a demo? Make a purchase in an online store? Or something else.
There are tons of different possible goals, and it will vary by business, industry, and your specific campaign goals, but it’s critical to have some primary and secondary written goals as you create an email marketing campaign.
More about Spam Filters
It’s not just spamming flagged words that will lead your emails to land in the spam folder.
The actual address and IP address that your emails are being sent from also have a huge impact. Most internet providers have a massive database
This is why you shouldn’t create a new email address and send 30+ emails a day from the start. If you did, it’s very likely your email address, domain and IP address would be red-flagged and put on spam lists very quickly.
Making sure your email is verified to be authentic is also important.
We typically recommend DKIM- which is a type of “digital ID” to show that you are really you. Some spammers will send messages pretending to be others from fake addresses.
Having your email address and IP properly verified is something you should do before sending the first email.
More Keywords to avoid:
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Volan Media is a top Knoxville video production agency specializing in broadcast production as well as digital video and social media ads. For top Knoxville trade show video, social media video ads, digital video ads get in touch!
