Simple Email Marketing Best Practices Every Merchant Should Know In 2018

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At the outset, email marketing can seem like an overwhelming prospect. There are so many things to do — building your subscriber base, designing attractive messages, tracking click-through rates, following anti-spam laws, and more than anything else, writing actual emails for your readers. The good news is that these jobs don’t have to be your responsibility alone. Nearly all email marketing software options available today come with some form of automation, allowing users to create pre-made email campaigns and messages and automatically send them when certain conditions are met.

If your time is being consumed with email work, you aren’t getting the most from your software. There are several email marketing best practices you can employ to make your life easier.

Let’s dive in and explore some ways you can make your email marketing app do the work for you!

Level 1 Automation: Welcome Messages

If you are thinking of email marketing purely as a newsletter service that will send out updates to subscribers, I want to encourage you to expand your thinking a bit. Yes, you can use your email service provider (ESP) to write and send newsletters, but most email marketing software can be and do so much more! To move out of the newsletter comfort zone, let’s take a look at one of the most basic forms of automation that comes standard in nearly every app out there: welcome messages.

The idea here is simple. As soon as an interested person creates an account or joins your mailing list, they get an automatic message from you welcoming them to the group. It’s a great chance to introduce yourself, tell them more about your work, and win them over with general charm. Is this email marketing tactic a bit basic? Sure. But it is also a great opportunity to win the loyalty of customers from the outset. (You can also get pretty creative with your welcome messages if you want to spice things up.)

Automated welcome messages come standard with such industry leaders as MailChimp (read our review) and Emma (read our review), but you can also find it in simpler ESP’s like Mad Mimi (read our review). Basically, in a world dominated by AI and machine learning, it would be a surprise if an email marketing developer did not include this capability in their app. But where do we go from here? Further up and further in!

Level 2 Automation: Abandoned Cart Notifications

The next level of automation in email marketing is conceptually quite similar to the welcome message but involves a bit more set up. This email marketing strategy is only useful if you have an online store. If you do run an online store, you are almost certainly familiar with the frustration of abandoned shopping carts. Most of the time, those customers never return to buy their goods and pay you some hard-earned cash. But this is an area where your ESP can help you out. Automated abandoned cart reminder messages!

The gist of this feature is that your ESP keeps track of all the customer activity in your eCommerce store. When someone on your email list adds an item to their cart and then leaves, it will send a message out reminding them about your product. Some email marketing software providers allow you to set up a whole yes/no chain of possible emails, tracking click-through rates and offering discounts, special offers, and more as an enticement to return. But all operate on the basic principle of keeping a digital eye on your customer and sending tactical pre-determined prompts to (hopefully) bring them back into the fold. As a committed internet shopper myself, I can attest to the effectiveness of this strategy!

Though many ESPs offer this level of automation, I have been most impressed by Emma, which I mentioned earlier, and GetResponse (read our review). Both offer advanced chain-of-event automations designed to bring customers back to your store over the course of several interactions, all of which are handled automatically.

This is pretty advanced stuff, but it’s time to take this thing to the top.

Level 3 Automation: Dynamic Content Creation

The highest level of automation available in email marketing is what several ESPs term “dynamic content.” The idea behind this is that you sit down and create a wide spectrum of content, attach a definition to each type, then allow your ESP to sort out the best way to deliver the content (in the form of emails) to individual subscribers. Obviously, you will need to spend some significant time creating compelling content (and strategic subject lines) for advanced email campaigns in the first place, but the upshot is that your customers and subscribers will get customized, personalized messages tailored just for them. Your open rates will be so much better if the folks on your email list are receiving high-quality, custom content.

The ability to create dynamic content is considerably less common in email marketing software than either of the prior two forms of automation. Notable exceptions include the ever-present Emma, as well as Active Campaign (read our review). Keep in mind, though, that dynamic content is often locked behind a paywall: you need to subscribe to top-tier payment plans in order to get access to it.

Final Thoughts:

When using email marketing software, the goal is to save time, not waste it. Fortunately, most ESPs offer some level of automation. Knowing what your software can do is key to saving as much time as possible. Whether you are starting with simple welcome message emails or working all the way up to dynamic content, a little effort spent on email marketing best practices at the outset will pay off in the end, saving you time while your email software does the work for you.

Want even more advanced email marketing tips? This article explores 40 ways you can write better emails. ESP blogs can also be excellent resources for detailed email marketing tactics. MailChimp has written a comprehensive email marketing field guide, and Constant Contact has written a complete guide to becoming a better email marketer.

Looking for a good ESP for your business? Our independent email marketing software reviews explore the pricing, customer service, features, and integrations of all the top ESPs. For a quick overview of the industry, check out Merchant Maverick’s email marketing software comparison table.

Wesley Kriz

Wesley Kriz is a writer from the misty peaks of the Pacific Northwest, or as he prefers to call it, the Best Coast. He is willing to debate on almost any topic, but he is admittedly very stubborn, so beware. When not writing for Merchant Maverick, Wesley is likely thinking about Star Wars, or reading Lord of the Rings.
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