Email marketing success is achievable but there are many ‘best practices’ to keep in mind when sending emails to your subscribers. Below I have listed (in no specific order) perhaps some of the most important ones that all email marketers should refer to.
The Conversion Rate: This term refers to how many subscribers have responded to a specific campaign. The higher the percentage of response can measure the campaigns success.
CTA or Call to Action: This is when your subscribers interact from a text link, an invitation to open an attachment, a button or however you want them to. By experimenting with different CTA’s and analysing their response you can achieve email marketing success.
ROI or Return on Investment: This is a marketing term when put into practise helps you recognise which campaign is performing the best, therefore; determining where to spend your money more efficiently. It determines the percentage of marketing investment which is returning the actual revenue. ROI will also provide you with the exact cost of finding new clients and retaining them.
The Open Rate: this is the calculation of how many emails that are opened during any campaign and the percentage opened from the amount of emails sent.
CTR or Click through rate: This implement counts the number of all the clicks that users have performed on your email then is divided by the number of emails that were opened. The result of this is an important statistic; however the engagement itself is also just as important, if not more.
Auto Responder: This is when a series of emails are sent automatically after an email address is added to any specific lists. These emails are used to welcome new users and they can form a platform to build a relationship with subscribers.
Triggers: (Used like the Auto Responder) triggers will automatically send follow up emails responding to the subscriber’s behaviour or reactions. These emails can be time-delayed to send follow up emails as to whether the recipient has opened the email or clicked on a link. If a user clicks on the ‘retrieve’ button on an ecommerce site it is good practise for the company to issue vouchers.
The Single Opt-In is a list compiled by inviting all visitors and customers to subscribe to your email list. An email should always be sent out once they have signed up confirming they are on the list and reaffirming what they have signed up for. The confirmation email should also state clearly how to opt out if they should decide to.
Unsubscribe: Make it easy for your subscribers to unsubscribe if and when they wish to. Good practise for email marketers is to place the unsubscribe links on all email marketing messages and by clicking the links a user can automatically remove themselves from that email list.
Above the fold: This email marketing term refers to the preview pane in your email clients showing the content that can be viewed without the user having to scroll. (Sometimes known as the ‘sill’). It is a very important area of your website, and the perfect place for the button that indicates ‘sign up to our newsletter’.
Text-only: This is an email sent devoid of all images, tables and formatting – just text. Not used so often now but still useful if a subscriber is using only a mobile device with a poor web connection. These emails are usually sent with the normal company emails but are hidden behind a link.
Unsolicited Commercial Email or in short Spam (UCE): This should be in all email marketers mind when creating an email campaign (or should it be furthest from their mind!). It refers to an email that is sent where there is no existing relationship between the sender and the receiver. These emails are as welcome as all the junk mail we get through our letter boxes which goes straight in the dustbin. Legitimate email marketers should avoid this practise completely.