5 Common Questions about Effective Email Marketing
Email marketing has become our favorite way to spread a company’s message. You can’t find a solution that is less time-consuming and less expensive. There are email services that track click and open rates for you, and you can reach multiple people with one campaign. But there is still a lot of confusion around email marketing. Why is that? Things like sending an effective message to spam blockers seem to be a constant source of confusion for many small business owners and sales people. In this article, we will try to answer the most common questions about email marketing and give you some best practices guidelines. Hopefully, they will help you grow your sales through email marketing.
1. How many emails can I send at once without my email address being blacklisted?
Let’s start with this easy to answer – but common – question. The answer is very simple: one. In order to avoid your email address being blacklisted, it’s recommended that you do not send more than one email at a time. Lead generation databases often provide email addresses as an extended follow-up element for your sales process. It is recommended that you call before you ever send an email. Not only will it give your email some context, you can then confirm that you have the most up-to-date email address.
2. How does my email address get blacklisted? Will it have an impact on my business?
All email providers – like Gmail, Yahoo, etc. – have a feature that blocks spam. The same feature will blacklist IP and email domains if it’s determined that there are too many unsolicited marketing emails being sent. If your email or IP address is blacklisted, it can affect more than just your mass marketing emails – you may not be able to get your emails delivered at all. Even your legitimate emails, like to follow up a sales call, will not be received.
If you still insist on sending marketing emails to email addresses from a lead generation source, keep in mind that you have to abide by the CAN-SPAM Act. While the CAN-SPAM act contains multiple laws for business marketing, there are two that are of utmost importance: your emails must include a valid physical postal address and an unsubscribe link. A physical postal address could be a P.O. Box or your business’s street address, but it must be somewhere in the marketing email. As for the unsubscribe link, it just has to be clear that recipients can opt-out of your emails. You can use a different font or color for that link. For more information on the CAN-SPAM laws and how to abide by them, click here.
3. Can I personalize a marketing email?
Yes, and you should! The best way to ensure a response to your marketing email is by personalizing it. If you are sending emails one at a time, it should be easy. Even if you are using a template or copying and pasting, give yourself the ability to make your prospect feel special. A few easy ways to add that personal touch are:
- Use the person’s name in the email greeting
- Call their business by name
- Ask questions about what the business does and their industry.
- Apply the sales rule of listening more than you talk to your email marketing campaign, too.
4. What’s the difference between a hard bounce and a soft bounce?
When you are email marketing, you are going to have some emails that “bounce,” which means they don’t deliver. There are several reason that an email may bounce. A “hard bounce” is typically a permanent bounce. For example, if it’s sent to an invalid email address. After all, every year 25 to 34% of email addresses become outdated. An email can also “soft bounce” or be blocked because of security filters or full mail box.
Sometimes an email doesn’t reach the inbox because it ends up in a junk or spam filter. Sending one email at a time – as suggested in my first point – can help more of your emails get delivered to inboxes. They’ll be less likely to get blocked or put in the junk folder.
5. What are some email marketing companies with good reputations?
The first point to make here is that you can purchase lists of email addresses, but they won’t always be opted-in. Recipients on those lists may not have consented to receiving emails from you or your organization. That means, unfortunately, that almost any email marketing you attempt to do to those individuals will likely end up in a junk or spam folder.
The other side of this is that many mass email services – like MailChimp or JangoMail – will not market to email addresses on a purchased list. These companies consider themselves to be customer retention email marketing services. But there are other services that are aimed at helping you acquire customers through email marketing. Companies like these (Clickback.com, for example) will accept lists of email addresses that are not opted-in.
An effective email marketing campaign can help grow your sales, so hopefully you find these tips and answers useful. What are some other tips and tricks or guidelines for an effective email marketing campaign?
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