When it comes to email marketing, everything is always changing. It’s vital that you continually keep yourself educated on what’s working today.
Marketing your business through email is just as viable today as it was 15 years ago. However, some strategies that worked well a few years ago may not work as well today. Let’s take a look at the top 5 email marketing strategies to pay attention to in 2019.
Single Opt-In vs. Double Opt-In
One of the metrics you need to keep your focus on is whether or not your audience is engaging with the email follow-up you send to your list.
The major email services, such as Yahoo, Hotmail, and Gmail, monitor how well your subscribers interact with your email communication. This means it’s far better to have a highly responsive list than a large list.
The more your subscribers open emails, click on the links in your messages and even reply back to you, the better your deliverability rate will be. You’re better off with an email list of 500 active subscribers than you are with a list of 10,000 or more subscribers who rarely open your emails.
For this reason, it’s time to revisit whether you should use the double opt-in method or not.
- You may also like: 10 Digital Marketing Tips for Small Business Owners in 2019
Single opt-in means your subscriber enters their email address in a form on your website and they are immediately subscribed to your list. Double opt-in means your subscriber must take the added step to confirm whether they truly do want to get added to your list.
Many marketers have long advocated the single opt-in method so that subscribers aren’t asked to take that second step. However, the double opt-in method should be considered in light of how important it is to have an engaged list in today’s environment.
Double opt-in also protects your list against competitors spying on you as easily or getting hackers or bots on your list.
Focus on Interaction and Engagement
The double opt-in discussion above touched on the importance of subscriber interaction. Specifically, these are actions you want your list to take:
- Open your emails
- Click through to the links you add to your messages
- Archive your emails after they are done reading
- Reply to your emails
One of the best ways to make sure subscribers take the four above actions is to write excellent content. Make sure your email content is highly relevant to your audience so that they can’t wait to hear from you.
Encourage your reader to hit reply and interact with you.
According to recent research by the Email Innovations Newsletter, it’s no longer a good practice to build one large, general subscriber list and then send the same broadcast messages to all subscribers.
Instead, you want to segment your list. This means that you send content that each subscriber has told you they are most interested in.
One easy way to start segmenting your list is to tag your subscribers upon signup based on the content upgrade they are requesting.
If your blog is about healthy eating and one of your posts offers a meal plan lead magnet, you can send those subscribers different follow-up information than the subscribers who requested information about where to find organic food on another post.
Make Sure Your Emails Are Easy-to-Read
Keep your paragraphs on the shorter side in your email communication. Long blocks of text are hard to read online. This is especially true on mobile devices.
Make sure to test how your emails look on desktop, tablets and cell phones. If your readers can’t easily digest your email content, they will unsubscribe or stop opening the emails.
- You may also like: 5 Ideas for Improving Your Business Website
Pace Your Communication
There isn’t a standard rule that applies to how often you send your emails. It will vary from industry to industry.
You need to test which days you get the best open rates and engagement. Pay close attention to whether you receive feedback that you are sending emails too often.
Use the above tips to build a far more engaged list. If you stay focused on creating an experience that your subscribers can’t wait for each time you hit send, your deliverability rates will increase and your business results from email marketing will thrive.