An effective email marketing strategy has the potential to deliver an ROI that goes beyond any social media marketing campaign.
Q1. What rules do I need to be aware of regarding the legality of my subscription list?
Different rules apply in different parts of the world, so you need to ensure you comply with the corresponding regulations accordingly. A few examples of which include:
• United States: CAN-SPAM Act
• Canada: CASL
• European Union: GDPR
• Australia: Spam Act 2003
Q2. How often should I review my email marketing list?
Ideally, it is advisable to conduct an email ‘scrubbing’ exercise at least once every six months. During which, you should take steps to identify inactive subscribers in your list, found out why they disengaged with your brand and attempt to re-engage them. Those that cannot be brought back should subsequently be deleted.
Q3. What do I need to do to ensure maximum engagement with my emails?
A strong and appealing subject line plays the biggest role in determining whether or not your emails will be opened by the recipient. After which, dynamic content of genuine value that feels personal to the reader is essential. Keeping things brief is also advisable, as an email with too much content is more likely to be ignored than a concise communication.
Q4. Is it a good idea to send attachments?
The short answer is no, for the simple reason that they are commonly associated with malware and viruses. In addition, emails with attachments are often automatically blocked, or sent to spam folders. Where possible, attachments should be avoided.
Q5. How about including a video clip in an e-mail?
This can be a much more effective strategy. Estimates vary, but some studies have shown that video content can reduce unsubscribe rates by as much as 75%, generate 96% higher click-through rates and significantly boost the amount of time a person spends viewing the content of an e-mail.
Q6. Is email automation a good idea?
To a degree, but it is essential to ensure that automation does not completely erase the human aspect from your strategy. Every mail needs to be interpreted as personal, relevant and of some kind of value to the recipient – not something automated, generic or bot-generated.
Q7. Should I bother with an unsubscribe message?
Yes, but not necessarily for the purpose of attempting to convince the subscriber in question to stick around. The biggest benefits of an unsubscribe message is the way in which it offers invaluable insights into why people are choosing to leave your email list in the first place.
Q8. Is it worth buying a mailing list from an email scraping service?
In a word, no. The use of harvesting bots not only tends to produce epic lists of spam email addresses of no value, but email scraping is actually against the law in some countries. Making use of such services could therefore pose a risk to your business that really isn’t worth taking.
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