Email Marketing Frequently Asked Questions

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You’re probably familiar with email marketing. Check your email right now – how many emails from brands are in your inbox?

Email marketing is a powerful tool, but only if used correctly. This page will go over some of the most frequently asked questions our email marketing team receives. These questions include:

Is email marketing dead?

The most common question circulating the internet in terms of email marketing is very broad: does email marketing still exist? In other words, is it worth my company’s time to invest in an email marketing strategy? The short answer: Email marketing isn’t dead. Most adult internet users prefer brands to contact them by email. Email marketing is measurable, cost-effective and personal; so, why isn’t your brand investing in email marketing yet?

How can I make my emails stand out?

It’s true, there are lots of emails that get sent out every day – to around 5 billion existing email accounts. So, just like with any other content, your brand will need to have something that sets its emails apart from all the rest. The first step to making your emails stand out is to understand the different types of emails you have in your back pocket.

The different types of emails you can send are:

  • Informational newsletters
  • Sales-focused emails including promotions and abandoned cart notifications
  • Brand emails including welcome campaigns and re-engagement campaigns

Next, it’s important to emphasize quality over quantity. You want users to open your emails, right?

How can I create an awesome email campaign?

  • Test, test, test! Try out different subject lines, A/B test the design of your email template and know when to hit send.
  • Use CTAs to your advantage. Instead of just having a “contact us” button at the bottom of your email, try something a little more descriptive. Make sure your CTA buttons are accessible.
  • Find out what your audience wants. Send out surveys and encourage replies by directly asking your list what they love the most from your brand. Then, send more of that content.
  • Tell a story. The emails you’re most likely to send to the trash don’t grab your attention, right? Create content that hooks your audience and makes them anticipate your next email.
  • Use different types of content. Just like blogs, it’s important to use images and videos as well as text in your emails. This keeps your emails interesting and shows off your content skills.

What are the components of email marketing?

To get the most out of your email marketing dollars, it’s important to understand all the aspects that go into an email marketing strategy.

Components of an email marketing strategy:

  • Your CRM: Your customer relationship management system organizes and automates your sales and marketing initiatives. Based on how you segment your list, your CRM helps you make the most of how your list is interacting with your brand.
  • Your list: Segmentation is key. By personalizing your emails, you can increase clicks and decrease unsubscribes. You can segment by location, purchase history and engagement, just to name a few.
  • Email design: Use color creatively and emphasize interactivity in your emails. Really Good Emails showcases some of the most popular email campaigns … and gives you their code.
  • Testing: Determine when to send, what subject lines are best, where to place your CTAs, and so much more with testing. You wouldn’t guess about when to show up to meet a client, so why guess about when to send them an email?
  • Email reporting: Learn what’s working and what isn’t. Your email marketing strategy will always change.

What laws govern email marketing?

The answer: CAN-SPAM. The CAN-SPAM Act of 2009 sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations. To view all the requirements and some examples, visit the Federal Trade Commission website.

What are email metrics and what do they mean?

There are a few key metrics to pay attention to in an email marketing campaign:

  • Deliverability: How many of your emails actually reached your audience’s inboxes? The deliverability rate (or acceptance rate) counts the number of emails that the receiving server does accept, whereas the bounce rate counts the emails that are returned to you.
  • Open Rate: Of those emails that were successfully delivered, how many were opened?
  • Clickthrough Rate: What percentage of users clicked on a link in your email?
  • Bounce Rate: How many email addresses in your list didn’t receive your message because it was returned by a recipient mail server? Bounce rates can be measured in terms of a hard bounce and a soft bounce.

What is an ESP?

ESP stands for Email Service Provider. Your ESP is the company that hosts your emails, such as MailChimp. ESPs help you build email templates, maintain your list, create workflow automation and view reporting.

How do I improve my strategy?

At Oneupweb, we build custom, responsive email templates with on-brand image treatment, CTA style and list style. We’re masters of CRM integration, content creation, list segmentation, automation, reporting and testing. Don’t wing it. Let the experts help you grow your business through email. Give us a call at (231) 922-9977.

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Amanda Olsen, SEO & Content Marketing Project Manager I currently live in Midland, MI but I grew up in Muskegon—only a ten-minute drive from the lake. I have a Master of Arts in English Language & Literature/Creative Writing from Central Michigan University and also spent those graduate school years teaching ENG 101 to freshmen. Aside...

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