5,000+ Emails, Zero Results ??

Today I wanted to share with you an interesting conversation I had a few weeks ago.

A new client, whom we were just onboarding for a website redevelopment project, asked me for help with their emails.

They sell employee background screening services and were not getting?any results from the 5,000 subscribers that they had on their list.

So we had to go in and take a look at what they were doing wrong, and as it turns out, it was nearly everything!

Every mistake they could have avoided

They didn’t know where their users were located, what their role in the decision-making process was, or if they were even qualified to purchase.

All they were doing was sending out one mass email after another, at a random frequency, in fact, sometimes, months went by before they even logged in to their MailChimp account.

I do hope that you’re not in that camp, but anyway, I thought I’d share my list of the most important things so you can audit your own email marketing program.

Ready? Here it goes!

Clearly define your email marketing goals:

Before you start sending emails, it’s important to have a clear understanding of what you want to achieve with your email marketing efforts. Some common goals might include increasing website traffic, generating leads, or driving sales.

Build segments on your list:

Your email list should be segmented from the very first day based on what readers engage with and the products and services on offer.

Use sequential forms on your website and engagement on social media platforms to collect user sentiment and segment your list based on interests and demographics.

Communicate frequently:

This will not only help you stay top of mind when they’re ready to make a decision, but it will also build your authority on the subject in their minds, not to mention the high deliverability rates of your emails.

Even if you have nothing to sell, share something you read that was interesting, and that they might find interesting.

Use interesting subject lines:

It’s the first thing they’ll see, so it’s important to make it interesting and attention-grabbing.

Avoid using spammy words or phrases and instead, focus on conveying the value of your email in a clear and concise way.

Use a clear and attractive email template:

If I had a nickel for every time an email looked funny on my mobile…

Your email template?HAS?to be visually appealing and easy to read.

Use headings, bullet points, and images to break up the text and make it easier for your readers to scan and digest the information.

Personalize your emails:

Personalization will greatly increase the relevance and effectiveness of your emails. Use merge tags to customize your emails with the recipient’s name, location, or other relevant information.

Test, test, test:

A/B testing allows you to compare different versions of your emails to see which ones perform better.

Test different subject lines, email templates, and call-to-action buttons to find out what works best for your audience.

Use automation:

Email automation allows you to send personalized and timely emails to your audience without having to manually send them.

Use automation to welcome new subscribers, send abandoned cart emails, or follow up with leads.

Analyze and optimize your results:

Use email analytics to track the performance of your emails and identify areas for improvement. Look at metrics like open rates, click-through rates, and conversions to see how well your emails are performing and make adjustments as needed.

Stay compliant with email marketing laws:

It’s important to follow email marketing laws, such as the CAN-SPAM Act in the US and the GDPR in the EU, to ensure that you’re sending legal and ethical emails.

Make sure to include an opt-out option in your emails and only send them to people who have given you permission to do so.

So, which ones of these are you doing (or not doing?)

Hit reply and let me know

Best

Inbound Marketing Labs

P.S.?We just finished recording our brand new training to help you improve every part of your email marketing program from start to finish, let me know if you want early dibs! I could use some feedback!