With email marketing becoming more and more utilised as a marketing tool, it’s important to know you are not making the basic errors that can ruin your campaign. Below is the information you need to make sure your email marketing foundations are strong and sturdy.

Don’t buy lists

It may be tempting to buy your audience and then in turn try to make potential customers out of them, but this is why it’s a bad idea. They never chose to hear from you. When you send them an email, you’re an uninvited guest to their inbox. They are less likely to open or click on the email because they do not know your brand, therefore you will be wasting time waiting for leads that will never come.

If you earn the right to be in a potential customer’s inbox, whether that’s through creative and engaging content, or an offer or free trial the potential customer wants to take advantage of, the likelihood of the email being opened and action being taken is much higher.

Make sure potential customers hear from you as soon as they sign up

At the point when a potential customer has signed up to receive your emails is when they are most likely to be excited about your brand, product, or service. Don’t lose their interest early on. Make sure you are sending a welcome email immediately after sign up.

This way, you will be instantly fuelling their excitement as a new audience member interested in your brand. An appreciative email first thing after a new subscriber signs up to your email newsletter will help to create the sentiment and a relationship between the brand and potential customer early on and create a higher chance of purchase.

Segment your lists

Don’t waste your audience’s time sending them an email that gets them excited, only to find out it has no relevance to them. Your potential customers are only going to be disappointed by this and could lead to them unsubscribing.

Segmenting your lists to make sure emails are only going to the potential customers they apply to is a great way to avoid wasting a subscriber’s time, whilst making it look like you care for your potential customers and that your emails are more personal and have sentimental value.

Have dynamic content

Using dynamic content to tailor messages to your subscriber’s demographic’s, behaviors and interests will help to make your content more relevant to your potential customers. Focus on specifying your subscribers’ gender, preferences, age, and geographic location as these are key features you can often personalise content around.

If your emails contain the same copy and images each time, why should subscribers open them, and why should they stay subscribed? Putting effort into producing dynamic content that will engage your audience is crucial to keeping potential customers within your marketing funnel.

If you want some more help getting the best out of your email marketing, click here.