This post will discuss some of the rules that need to be considered during your email marketing journey. Looking from a legal, ethical and economical standpoint there are a few different things that can greatly help your email marketing efforts.

  1. Get permission

The biggest aspect of email marketing is having a list of people that you can send your emails to. Many companies give in to the temptation of saving time by buying thousands of email addresses from various places on the internet. While this is an ethical conundrum in the long term, it doesn’t make much financial sense either. When people are coming to your website and submitting their information to you willingly, there might not be many to start with. These contacts you have attained hold a genuine interest in your products or services and emailing these with your offers and promotions has a great chance of a conversion.

In comparison to you buying thousands of email addresses you build a huge list very quickly, they are going to potentially be recipients from all around the globe. These users will have different interests and many other variable psychographic needs that make the chance of someone converting close to a fluke. Marketing companies often charge by credits or by the number of emails you are sending, so make sure you’re getting your emails organically or from a trusted source so that you don’t end up wasting money by emailing people that have such a low chance of converting.

  1. Segment your contacts

Segmenting your contacts is a great way to narrow down your target audience for certain promotions that you might be advertising, more for a business with branches you can target specific geographical areas and other business such as ecommerce stores many target other demographics around the data they have collected such as age, interests, previous purchases and much more to make sure that your content is as relevant as possible. 

  1. Follow up with great content

Once you have narrowed down your list to the most relevant contacts, you need to follow it up with the best relevant content. Keep your content relevant to your business and focus on the services and products you provide, far too many businesses try and jump on a trend and often blur the message that they want to portray with seemingly random advertisements.

Another point to expand on is that segmentation is to make sure that the right demographic is receiving the correct emails. If you have brick and mortar premises, it’s as simple as this. You don’t want the London branch of your company getting emails about your Scotland branch and always remember don’t constantly send sale emails over and over again about the same offer or to the same people. Don’t rampage them with tons of emails, rather, a couple about a start and end of the promotion will suffice, too many and they will unsubscribe which leads us onto our next point.

  1. Give your readers a way out

As mentioned in the first point, a lot of services charge your credits or some kind of fee depending on how many emails you are sending. Offering your recipients a way out of receiving your emails in the form of an unsubscribe button may seem counterproductive; it may not be as bad as you think.

Whilst having the option to unsubscribe is a legal requirement mentioned in the General Data Protection Regulation (GDPR), which states “It shall be as easy to withdraw as to give consent” it can still be unsettling watching subscribers drop off of your list. When people unsubscribe they are either no longer interested in the services or products you sell or they have received too many emails and no longer want to receive them. While unsettling this can also be seen as a silver lining for your business, when people unsubscribe you are condensing your email list leaving the most relevant people that have the best chances of converting.

So if you’re looking to optimise your email strategy, contact the Colewood team now.

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