Here are four email best practices to help your subscribers manage their inboxes and maximize your email marketing ROI.
- Know the basics of delivery
- Acquisition of email addresses ethically—and smartly
- Engaging and building of trust with subscribers
- Give your customers some space
1. Know the basics of delivery
Learn email deliverability best practices and keep up with them because the best path to the inbox is always changing.
Avoid using multiple special characters in your subject lines, for example. Spam can have multiple exclamation marks. Even though filters and email software have improved at identifying spam, recipients may still “recognize” such practices as spam and mark emails as such. So, instead of valid phrases like “We added a feature! “We released a new feature. Come see!” And no one will think you’re always excited!!
To ensure compliance with federal and international laws, customer expectations, and reputation management best practices, consult deliverability experts. According to the California Consumer Privacy Act, businesses must allow consumers to opt out of data collection and sale. Infractions of those rules can result in large fines and legal fees.
2. Acquisition of email addresses ethically—and smartly
Before launching your next email campaign, verify that your lists contain only valid addresses and true opt-ins.
Even opt-in lists can contain email addresses with syntax errors, and using lists with errors can get your company blacklisted. Also, don’t buy email lists. Marketers who rent or buy lists from shady companies are often unaware of the negative legal and ethical implications, and end up sending to high-risk addresses themselves.
Another common email acquisition issue that causes issues for subscribers is the lack of a mechanism for updating email addresses without unsubscribing from the original account.
A consumer’s record of engagement with your brand is often erased when they unsubscribe from one email account and resubscribe with another. Incorporate a “update your email” prompt within the message or on an account settings page.
3. Engaging and building of trust with subscribers
Have a system in place to welcome new subscribers within an hour. Inform them of the content they can expect and encourage them to fill out a customer profile for targeting.
Waiting too long to engage risks new subscribers forgetting or losing interest in your brand.
Asking for engagement from new subscribers will help you build a customer profile or preferences. You need to know their demographics, their viewing preferences, and anything else that will help you reach them intelligently. Marketers can reach out to customers when they change their address, celebrate a birthday, or leave items in their cart.
Keep in touch with your subscribers after making a great first impression. Your emails should be tailored to their specific interests and frequency preferences. Review their browsing, purchase, and engagement data regularly and tailor your outreach.
4. Give your customers some space
Marketers often make the mistake of sending emails to inactive customers. This causes four issues:
- It annoys clients. People unsubscribe due to “too many emails,” according to Adobe’s 2019 Email Usage Study.
- It alerts internet service providers, who monitor networks for unusual activity.
- It irritates email providers, who may perceive it as system abuse.
- In some cases, it’s illegal. To protect consumers from unwanted emails, the CAN-SPAM Act requires commercial email senders to honor opt-out requests.
Keep your list clean to avoid trouble. So stop mailing inactive email addresses and delete dead accounts. After 60-90 days, stop sending emails. You risk being blacklisted if you stay past the 90-day mark.