Almost every day you hear about a new channel for digital outreach and communication—a new app, a new social media service, what have you. Meanwhile, there’s nothing new or sexy about email…yet it remains pivotal to our everyday lives. And for marketers, it remains the single best way to connect with your target audience. Yes, study after study confirms it: Email marketing works. Better than anything else.
Maybe that surprises you, or maybe you’re a big believer in the importance of email marketing. Either way, it’s important to know that not all email marketing campaigns are created equal. Just because you’re sending out a newsletter to your subscriber list, that hardly guarantees you’re reaping all the benefits of email marketing.
Consider some ways to enhance and accentuate your strategy—to truly get the best possible results from your email marketing efforts.
Get All the Benefits of Email Marketing
Segment Your Lists
Read any article about how email marketing works and you’ll see a lot of emphasis on personalization.
Personalization is certainly important. You want your readers to feel like you’re writing just to them. That’s why it’s long been common practice for email marketers to include the recipient’s first name somewhere in the message.
That’s all well and good, but it’s also kind of an old trick. To really get the most out of your email marketing, you’ll need to take your personalization efforts a little further.
One way you can do that is to break down and segment your subscriber list into different audiences, focused on demographics or interests. For example, a law firm that handles both estate planning and succession planning may have one email list for estate planning clients, another list for business owners.
This allows you to tailor your email content more specifically to the recipient’s interests and provide them with something that’s truly relevant to them.
Get the Timing Right
You’d be amazed at what a big difference timing can make.
You may send your message at 8:00 in the morning and get no results whatsoever, whereas sending at 2:45 in the afternoon will get you countless opens and conversions.
There’s not always a clear way to tell which time is best for your audience, but you can track which times work and which don’t and adapt your strategy accordingly.
There are even email marketing software programs that allow you to determine the best send time for individual recipients.
The bottom line: don’t overlook the importance of email marketing timing.
Stay Out of the Spam Filters
Something else you’ll come across as you read about how email marketing works: plenty of references to spam filters.
Simply put, today’s email platforms are hip to your tricks. They have safeguards in place to ensure that spammy emails don’t wind up in inboxes, but instead get dumped straight into the trash.
You can avoid that fate by avoiding the keywords that tend to trigger spam filters, including overly salesy words—sale, 50 percent off, etc.
And if you actually are trying to tell people about a big 50 percent off sale, make sure you properly contextualize your message with high-quality writing and substantive content.
Get the Email Marketing Expertise You Need
These are just a few of our top tips for determining what’s wrong with your email marketing, then ratcheting up the performance.
To learn more about email marketing for busy attorneys, we invite you to reach out to Driven2020. Our digital marketing services include email, and are always tailored to meet the client’s needs.
Embrace the power of email marketing by contacting Driven2020 today!