A beginner's guide to marketing to an email audience – Techradar

A beginner's guide to marketing to an email audience – Techradar

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By published 13 April 22
Emails were among the first digital marketing methods used, and it’s easy to pass these by as a dated method that no longer holds any relevance. In fact, the opposite is true as most of us continue to check out email inboxes daily. 
It’s easy for us to switch off from social media, and many choose to step away from this personal gratification landscape in order to improve their mental health. However, much of our lives is managed through emails, whether it’s business-related, ordering from online stores, or staying up to date with the news.
It’s vital, then, that your email marketing strategy is up-to-date. Use this beginner’s guide to email marketing to kickstart your success.
Before you put pen to paper – or finger to keyboard – pay careful attention to the laws that govern communications in your country, city, or state. In the UK and across Europe, for example, the GDPR insists that you may only hold personal data that is necessary and that it is stored confidentially. As such, consumers have the right to request that you remove their data and cease to send any further communications.
In the United States, a similar CAN-SPAM Act encourages transparency by means of providing enough information about your company, such as who you are and where you are based. As with the GDPR, American citizens have the right to opt out of future communications, and this should be honored promptly. Furthermore, the CAN-SPAM Act puts an emphasis on deception: email subjects should be clear and accurate and any advertising material should be made explicit.
This is by no means an exhaustive summary of your responsibilities, and we urge you to check accordingly. Once you have established what you are accountable for, you may begin to search for email service providers that can handle your marketing needs, many of which are compliant with existing regulations.
A consumer will open your business’ email messages if they feel they offer value to them. Consumers have limited time, so will be choosy about which emails they delete and which they will act upon.
There are so many ways that you can make your email marketing campaign a success; here are just a few examples:
It’s a well-understood component of advertising that repetition can ensure that a brand’s services or products are remembered by consumers. This certainly works in traditional media, but the same is not true of emails, where less is more.
Always have an email signup box on your site, and gather email addresses at every opportunity. These people have expressed an interest in your business and have stated they want to hear more; not only will this comply with data protection guidelines but it will also ensure that you are targeting an active audience.
Customers that have purchased from you may also be open to new services and products if the marketing message is relevant to them. Engaging with customers is key, especially with today’s noisy landscape that is dominated by social media and the endless short-term gratification it provides.
Take the time to understand how a mail client processes each incoming item; many use Bayesian filtering to analyze an email’s header and its content to check for keywords that are recognized as frequently used in spam emails. Avoid overly compelling words that can be used to portray an unrealistic result, such as ‘free’ and ‘now’.
Email marketing must be tracked and analyzed to ensure it is delivering on your expectations. Open rates and click-throughs from call to action buttons can all be tracked either with a powerful marketing service provider or through the use of an API or integration. You may also want to consider any bounceback, as well as the rate of unsubscriptions.
Follow these additional steps to improve your business’ email marketing success:
Email marketing can be highly effective if it is well designed and focused on a key group of recipients. The more your business knows about its customers the more engaging the emails will be. Consumers are interested in email marketing, but they will only read messages that are of interest to them. 
Check out our article on the best secure email providers.
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