Email marketing is the most powerful, effective and direct way of nurturing your leads/subscribers and converting people into paying customers.
Email is a revenue-driving machine. It reigns supreme as the most powerful marketing tool. Yet, just because you have some content and an email list, it does not mean you are getting the most out of email marketing. For that, you need a bulletproof email marketing strategy.
“The essence of any marketing strategy is choosing what to do and what NOT to do.” – EmailOut
Finding the key to exceptional and profitable email marketing is crucial to your bottom line. With competition for the inbox being at its highest, whether your bottom line is hard cold cash, engagement or anything in between, you need an email marketing strategy to help you achieve your goals.
This article covers the following email marketing topics:
1. What is email marketing?
2. The importance of email marketing
3. How-To email marketing
- Growing your email list
- Buying/renting email lists
- Email marketing service: making the right choice
- Creating a sign-up form
4. Email campaign marketing checklist
5. Email design best practice
6. Email marketing strategy
Ready to dive in?
Your email marketing strategy might’ve worked 2, 3 or 5 years ago. Yet, the marketing landscape changes constantly and to survive – and thrive – you need to adjust to any changes coming your way. Thus, devote the same amount of effort, planning and thought to your email marketing strategy as you do when developing any other business strategy.
What Is Email Marketing?
Email marketing is a form of direct digital marketing that utilises email to –
- promote a business’s products/services
- build and nurture relationships with your target audience
- spread brand awareness
- improve brand loyalty
- keep your audience engaged and informed
- deliver relevant, beneficial content and offers
- drive sales
Simply put, email marketing is the process of using email as a sales channel.
Yet, email marketing is not simply sending emails to your subscribers/customers. It is the process of sending highly personalised, relevant and valuable email campaigns to the right target audience.
In business, everything requires a strategy or you’ll end up shooting blind. The same applies to email marketing.
Your email marketing strategy is a set of tactics and processes that will help you identify – and follow – a carefully thought-through step-by-step plan which will assist in achieving your desired marketing objectives via sending perfectly timed, highly personalised, uber relevant and beneficial email campaigns.
With the right email marketing software, setting up and tracking an email campaign’s performance will be as easy as ABC. From promotional emails to newsletters, email marketing allows you to target specific groups (segments) at a specific time with the right message that will nudge them to make them convert.
The Importance Of Email Marketing
Do you know why email marketing is important? The benefits?
Despite the rise in unsolicited emails (never a good marketing strategy by the way), email remains the most efficient marketing channel for nurturing leads, increasing customer loyalty, promoting your products/services and driving conversions.
In fact, since the COVID-19 outbreak back in March 2020, consumers of different ages across the globe have rushed to digital channels to engage and keep up with brands. Can you guess which channel is #1? Email, of course, with 91% of consumers rating it as the top communication channel.
There are many reasons why you should make email marketing a top priority (if you haven’t already). But, I’m going to give you the top 5 –
We live in a digital age and yet, not everyone feels comfortable surfing the net. But, even the least digital-savvy person does know how to check their email. Hence, email opens the door to a wide range of audiences making it the most mainstream form of marketing communication.
Email marketing is easily the most cost-effective form of marketing if you choose the right email marketing service, of course. EmailOut’s pricing, for example, fits any budget. Don’t get me started on the FreeForever plan where people with 2,5K contacts can send up to 12,5K emails per month for free, forever with full access to all features.
You own your email list
Your social media account can be disabled, suspended or deleted at any time for any reason without notice and take all your followers away. But, your email list is yours and nobody can take those leads/subscribers away from you when all else fails.
Better conversion rates
Email marketing has 40 times higher conversion rate compared to all other marketing channels. Furthermore, personalised email marketing generates a median ROI of over 120%. That’s huge!
Easy to measure
With the right ESP, you can easily track and measure what happens after you send your email campaign. Open and click-through rates, delivery and deliverability rates, bounce rate, unsubscribe rate – all crucial email marketing KPIs that give you a better understanding of what works, what needs tweaking or what needs to be removed from your email altogether.
How-To: Email Marketing
Email marketing is made up of different moving pieces. Yet, that does not necessarily mean it is complicated. Here’s a breakdown of the key email marketing components –
Growing Your Email List
You can’t send your amazing email campaign if there’s no one to send it to. Even if you have an email list, email marketing will not work if you don’t have the right people on it.
When marketers want to build or grow their email list most opt-in for a sign-up form on their website. Yet, hoping visitors will sign-up is not an effective email marketing strategy – you need a better plan on how to grow your email list. Cue, lead magnets.
Lead magnets (or opt-in bribes, as I like to call them) are an amazing method of attracting people by offering them a compelling incentive. The best part: You can create lead magnets yourself at minimal or no cost since most of them are digital materials (i.e. PDFs, audio files, videos or infographics). In simple terms, you offer people something of value – and for free – in exchange for their email address.
Popular lead magnet examples include –
- case studies
- free trials (or samples)
- quizzes (or self-assessment)
The possibilities are endless. Nevertheless, there are five things you must consider if you want to craft highly effective lead magnets. They need to be –
- easy to consume
- offer value
- immediately available
Remember, waiting for people to come across your website organically and sign-up to your email list is not a sound email list building strategy.
Rather focus on all available opportunities to obtain a person’s email address like –
- pop-ups (OptinMonster is a great tool)
- call-to-actions across your website
- pitching your sign-up form on social media (you already have the follower-base, use it)
- referral programs
- an opt-in link in your email signature
Can I Buy An Email List?
As much as buying email lists might seem like the golden ticket to achieving a boost in your subscriber numbers, don’t be fooled. It is the kiss of death. It will do your business more harm than good.
If you still think cutting corners by buying/renting an email list is the way to go, take a look at five reasons why this email list building practice is a huge no-no in email marketing –
- unreliable quality of the email list
- reputable ESPs will not allow you to send email campaigns to purchased/rented lists
- people on purchased/rented email lists have no idea who you are
- you will be marked as a spammer
- you will be violating anti-spam laws
Think about it… those people don’t know you and they have no reason to engage with your email and trust me, having unengaged subscribers is far worse than no subscribers at all.
How Do I Get An Email List?
When you build and maintain an email list compiled of engaged subscribers (who opted-in on purpose), you will see a boost in email marketing metrics and an increase in revenue.
Although building a clean email list can take more time and work at first, there are a few email list building tactics that can help you along the way.
Did you know that 36% of small businesses do not have a website? If you are not one of those businesses, you need a pop-up or two or three on your website. And don’t limit it to just one landing page. Instead, make sure to add sign-up pop-up forms strategically spread across your website and landing pages. Be mindful though. Too much of a good thing… can be a bad thing.
Why not take advantage of that small empty space at the end of your blog post by adding a simple, standard sign-up form? Yes, I am well aware that ‘white space’ gives a more polished and easily readable vibe. Still, why not utilise that to increase your subscriber numbers? If it creates too much clutter move the sign-up form to your website’s footer or sidebar.
If you already have a follower base on social media (i.e. Facebook, Twitter, Instagram, TikTok, LinkedIn, etc.), why not use those already established connections to build (or grow) your email list? I mean, people on social media follow you because, hopefully, they already like you. Thus, give them a chance to sign up for your email list with a simple pitch-post promoting your sign-up form.
If you feel a bit pushy and desperate to promote your sign-up form on social media there is another way to build an email list. Since most of your business communications happen via email already, why not use this to your advantage and simply add a link to your sign-up landing page in your email signature.
People who are already communicating with you on a 1-to-1 business basis are already engaged with your business so why not offer them the opportunity to receive your industry knowledge once a week, special offers, discount codes and flash sales too?
You need to attract and engage website visitors to convert them into subscribers. Now and again conventional coupons, discounts and sales might not be enough to get the job done. In such cases, outside of the (in)box thinking is exactly what you need. Cue, gamification. It’s an interactive sign-up approach where visitors can have some fun before signing up for your email list.
Nowadays, email list building happens online (i.e. website, social media, etc.) and marketers have probably forgotten the ‘old days’ when collecting email addresses happened offline via gathering business cards and sign-up lists at business events. When implementing offline email list building, it is crucial to remember that you will have to enter the email addresses manually. Thus, there may be some typos or mistakes (no ‘@’ or .com for instance) or people might have completely forgotten they gave you their details.
So, when you are setting up such an email list make sure it is either double opt-in (send them a confirmation email after the event) or use a ‘consent’ field in your email database that personalises your campaigns with “you gave us your email address at Business Expo’22″.
Choosing An Email Marketing Service
Before you can email anyone, you must get their permission and that’s where sign-up forms come into play. But, before I tell you how easy it is to create a sign-up form with the right software, you need to choose an email marketing service. But, how do you choose the right one?
Whether you are just starting with email marketing or you are an email marketing genius, you need to choose an email marketing service that will offer the right range of features you need (not just the bare minimum) without breaking your bank.
From the Butcher, the Baker, the Candlestick-maker to companies sending millions per day, the common marketing goal for all businesses/marketers is to acquire and retain customers, build strong long-term prosperous relationships and boost ROI whilst also delivering the perfect subscriber/customer experience through email marketing.
With EmailOut, you will get much more than just the essential features and without spending a cent or a single of Her Majesty’s pennies –
- Top-notch list management tools. Data cleaning, data segmentation, personalisation, unlimited custom fields – you get it all without having to upgrade your plan.
- Gorgeous modern free responsive email templates. All email templates have drag-and-drop design elements users can easily change, replace or customise at any time. Additionally, you can import your HTML with just a few clicks.
- Spam and design testing at no cost. The spam test will evaluate your campaign against 23 of the most important spam filters; and, the design test will show you a preview in 70+ different email clients and mobile devices.
- Automation. Onboarding email sequences, triggered email campaigns, autoresponders, etc. – EmailOut allows you to do it all on any plan, even the free one.
- Email tracking and marketing analytics. Measure and evaluate all the most important email marketing KPIs to track your email campaigns’ performance.
- Tech support in <5 minutes
How To Create A Sign-up Form That Converts?
The purpose of a sign-up form is to collect essential data about your audience which will be added to a corresponding email list and, subsequently, used to craft highly targeted, personalised, relevant email campaigns.
Sign-up form best practice –
- enticing headline – make sure your sign-up headline clearly describes the big benefit of signing up for your email list
- catchy copy – your sign-up copy should be descriptive, clear and concise so the readers’ eyes can quickly scan it
- attractive visuals (i.e. images, GIFs, etc.) – amazing visuals will help you boost conversions
- simplicity – asking for too much information too soon can kill a conversion, keep it simple
- compelling call-to-action – make sure your sign-up form’s CTA has contrasting colours that will help it stand out and do not use generic email copy
With EmailOut, creating a sign-up form is a piece of cake. All you need to do is –
- craft a title (headline)
- choose a contact list
- select the data fields (i.e. email address, first name, phone number, address, etc.)
- copy and paste the HTML code on your website
And voila, your sign-up form is ready to go!
Email Campaign Marketing Checklist
Is my ‘From’ email address recognisable? Is the subject line personalised and spell-checked? How about the email copy? Have I considered the pre-header? Are all the links working? Is the call-to-action clear, compelling and linked? Have I missed any typos or misspelt any words?
Often email marketers spend so much time staring at an email campaign, they risk overlooking the small details. With an email campaign marketing checklist, you will have EVERYTHING you need to nail every email campaign, every single time.
These are the 11 sections you must take into account when crafting an email campaign – The:
- ‘From’ field
- Subject line
- brand voice
- data fields and fallbacks
- email copy
- call-to-actions (CTAs)
- can’t read link?
Do you want an email designed to look awesome and convert like crazy? You might be thinking “I’m not a designer, I’m a small business owner” but I promise, designing emails is easy and it can be super-fun once you’ve got an idea of what you are looking for.
What are the essentials for designing an email campaign?
The design of your email is one of the most important stages as it creates the visual identity and defines your brand’s personality. Therefore, before you rush off, consider the following email design essentials –
- email layout
- subject line, preheader and personalisation
- memorable relevant email content
- responsive design
- impactful imagery and animation
- white space
- clear CTAs plus bulletproof buttons
- web fonts and fallback options
- spelling/ grammar
- A/B testing
The best way to nail email design is to try things out and see what works. Does the button colour affect the click rate? Will a GIF inspire more click-throughs? Is the subject line prompting recipients to open your email campaign?
If you want to figure out the answers to these questions and find out which email design works best, simply test it.
Email Marketing Strategy Plan
With some of the basics of email marketing out of the way, it’s time to focus on making a plan. For example, emails aimed at nurturing leads are quite different from emails focused on increasing engagement and conversions. Hence, each different type of email needs to be handled differently.
When crafting an email marketing strategy, there are five essential questions you need to consider –
- Who are your emails going to?
- What is the reason for sending the email?
- What type of email will you be sending?
- How often will you be sending emails?
- What will the email look like?
Remember, having an email marketing strategy in place will allow you to lay out your email marketing processes ahead of time. Consequently, your email marketing team will know what they need to do and when to do it, thus ensuring synchronicity.
Let’s take a look at 10 crucial guidelines every email marketer needs to consider when planning their email marketing strategy.
Provide Great Content
Email marketing is a “push” marketing method – directly contacting customers to generate repeat sales. Content marketing is a “pull” method – attracting new customers to increase first-time sales. Thus, email and content marketing are the ultimate marketing duo every email marketing strategy needs to be successful.
Your email campaigns must have quality content that’s relevant and interesting to your target audience. After all, emails can’t exist without content, can they? When you write copy based on your subscribers’/customers’ persona and preferences, any email campaign you create becomes a powerful piece in your email marketing strategy.
From the subject line and email copy to the call-to-action and sign off (footer), every single element of your email marketing campaign needs to be carefully written to inspire the recipient to take an action – i.e. conversion.
Have you ever opened a marketing email and thought “Eh, why are they sending me this?” I know I have and that has made me less interested in opening the next email coming from the same sender. However, would you feel the same lack of interest if every email you get seems to have been specifically crafted for you focusing on your needs, interests, etc.?
That’s the power of email list segmentation. It helps you target the right people at the right time with the right message making your target audience feel like you “get them”.
What is email list segmentation? It is a targeting tactic that allows email marketers to divide their email list(s) into smaller groups (segments) based on specific criteria.
The top 6 list segmentation types are –
- demographic segmentation
- geographic segmentation
- B2B and B2C segmentation
- content-specific segmentation
- behavioural segmentation
- influencer segmentation
Why is segmentation important? Aside from the crucial role segmenting your email list(s) plays in personalisation, it will also help –
- boost your open and click-through rates
- decrease unsubscribe rates
- improve your campaigns’ performance
- maintain a robust email database
Pro tip: Sign-up forms are the perfect and easiest way to collect information about your audience which you can later use to better segment your email list and deliver highly targeted email campaigns.
The best email marketing decisions are data-driven. If you cannot analyse and see your campaigns’ performance and pinpoint the areas for improvement, it doesn’t matter how perfectly optimised your email campaign is or that you’ve implemented all known best practice. Thus, when compared to other marketing channels, email has proven to have one gargantuan advantage – it is fully trackable.
Top 5 email marketing metrics (to monitor) –
Across the board, open rates hover around 25% which is considered a good open rate but if you manage to get higher results you are certainly doing something right. Most ESPs automatically calculate this email marketing KPI for you. Yet, if you want to double-check the numbers, you can always use this formula-
Email Open Rate = (Number of Emails Opened / Number of Emails Delivered) x 100
Example: 13,200 opened emails / 42,000 emails delivered x 100 = 31.4%
This email marketing metric is the one that matters most. But, don’t start seeing pound signs yet. You can calculate conversions by using this formula –
Conversion Rate = (Number of Completed Actions/Number of Email Delivered) x 100
Example: 550 completed actions / 10,000 emails delivered x 100 = 5.5%
Click-through rate (CTR)
Your click-through rate can be influenced by many things. Some businesses may see a 20-30% CTR for welcome emails or specific campaigns (i.e. downloading an ebook), others may see lower (or higher) rates. However, the average CTR is around 4%. This formula can help you calculate your click-through rate –
CTR = (Number of Total Email Clicks/Number of Delivered Emails) x 100
Example: 1,800 email clicks / 26,000 emails delivered x 100 = 6.9%
What is a good bounce rate? The answer is quite obvious – as low as possible. Your bounce rate might not be directly linked to your goals but it’s a key metric to keep track of to ensure the health of your email list(s) and monitor any deliverability issues. This formula will help you calculate your bounce rate –
Bounce Rate = (Total number of bounced emails/Total number of emails sent) x 100
Example: 60 bounced emails / 12,000 emails sent x 100 = 0.5%
Depending on your emailing frequency, your unsubscribe rate will fluctuate. A healthy unsubscribe rate is around 0.2%. Anything above this average should be alarming and will require your immediate attention. Most ESPs automatically calculate this metric, but this formula will help you do it yourself –
Unsubscribe Rate = (Total number of people who unsubscribed/ Total number of emails delivered) x 100
Example: 35 people unsubscribed / 6,000 emails delivered x 100 = 0.58%
Analysing your email marketing metrics is critical because they will give you very specific clues as to what works and what needs improvement.
Avoiding Spam Filters
Is your beautifully designed, carefully crafted email languishing in someone’s spam folder? It’s frustrating, I know. How to stop emails going to junk? By following a few effective steps –
- scaling up sending volumes
- being consistent
- being honest
- playing by ISPs rules
- giving recipients a way out
- segmenting your email list(s)
- cleaning up your email list(s)
- email authentication (i.e. SPF, DKIM, DMARC, etc.)
With EmailOut, spam testing your email campaign is extremely easy – just one click on the Spam Test button and voila, your email will be tested against 23 of the most popular spam filters –
Once you are certain you’ve got the hang of email marketing, automate your email marketing strategy to make your business grow even faster.
Did you know that 75% of marketers consider email marketing automation as a top process that can be safely automated without reducing overall effectiveness or audience connection? Furthermore, 80% of marketers saw an increase in the number of leads utilising automation and 77% of marketers witnessed an increase in conversions.
Autoresponders are the simplest form of email marketing automation. Putting an autoresponder together may seem like a daunting task. But, with the right email marketing software, it’s as simple as 1,2,3.
What is an autoresponder? A personalised, automated and highly targeted email sent to your target audience in an order and frequency of your choosing “sparked” by a specific set of rules (triggers) and based on the subscribers’ actions/behaviour. The most common types of autoresponders are “welcome”, “thank you” and transactional emails.
Autoresponders will be sent to anyone who ‘asks’ for them. Now you’re wondering how one ‘asks’ for an autoresponder, right? Let’s say you have a link in your campaign and you’ve created an autoresponder that gets triggered on link click. When the recipient clicks on the link he’s actually ‘asking’ for the autoresponder. Great way to always keep in touch with your subscribers, isn’t it?
How to create effective automation (autoresponder) series? By following 4 simple steps –
- set your autoresponder’s goal – i.e. welcome sequence, promotional series, etc.
- map out your entire autoresponder sequence – i.e. how long will the sequence be, how many emails, etc.
- write relevant autoresponder copy – i.e. catchy subject line, valuable content, etc.
- monitor the autoresponders’ performance and improve – i.e. email marketing KPIs
Keeping inactive subscribers and sending them email campaigns can be harmful to your engagement, reputation and deliverability. But, before sending them on their merry way, why not try and re-engage them?
Some of you might consider reviving inactive subscribers as salvaging a destroyed marriage or a doomed relationship. Still, based on the reason for their inactivity, certain strategies can be put in place to re-engage inactive subscribers. It all comes down to asking yourself three simple questions –
1) which inactive subscribers have the most value AND the least risk?
2) which inactive subscribers have the most risk AND the least value?
3) at what point does the deliverability risk outweigh the inactive subscribers’ value?
Even inactive subscribers have value. You just need to assess the risk/value ratio. Remember that it costs five times more to gain a new subscriber than it does to retain and nurture an existing one. Therefore, before you give inactive subscribers the boot, make sure you’ve tried every trick in your email marketing arsenal to re-engage them.
Top 4 Re-engagement Tactics
1) The power of segmentation. Being relevant is the best way to boost engagement. Yet, before you get there, you need to divide your inactive email subscribers into distinct segments. Pay attention to your email campaign metrics. They will help you pinpoint the inactive subscribers.
2) Be a straight shooter. Retaining and re-engaging inactive subscribers would be quite easy if you show them that you honestly care about them. Tell them that you miss them, they’ll appreciate the honesty – trust me. According to stats, 72% of subscribers will only engage with personalised emails. So, whilst being honest, make sure your re-engagement email also emphasises that you know your subscribers.
3) The key to improvement is feedback. Your subscribers have gone quiet and stopped engaging with your emails for a reason. Rather than banging your head against the wall and wondering why – ask them. The simplest and easiest way is to add a short survey to your re-engagement email campaign and ask –
- why did they opt-in in the first place
- was the delivered content not to their liking or meeting their expectations
- what would they be interested in
4) Relevant content is the Holy Grail. Content relevance and tone of voice are two of the most crucial parts of any email campaign but in re-engagement campaigns, they are even more important than you could imagine. Nowadays, people are constantly bombarded with all sorts of marketing emails. Thus, providing relevant, attention-grabbing, interesting and beneficial content can make a huge difference to the success of your re-engagement emails.
Email personalisation is a technique you use to ensure every aspect of your email marketing campaign – from the subject line to the email copy – feels tailor-made specifically for the recipient. With personalisation, you will be able to make the connection with your leads/subscribers/customers more personal, deliver relevant content to the right people and, of course, encourage more conversions.
Email personalisation is important for 4 key reasons –
1) Revenue growth. Consumers are willing to spend more money with brands who appreciate them and deliver relevant, engaging and beneficial content. Marketers have established highly personalised, segmented email campaigns that deliver over a 700% boost in email revenue.
2) Improved engagement. Everybody loves a little special treatment. Personalized emails will help you make your target audience feel more valuable and precious which, in turn, will increase their engagement with your content.
3) Increased open, click-through (CTR) and conversion rates. Personalisation, particularly in the subject line, is an excellent tried-and-tested method to improve email marketing metrics. Yet, remember, email personalisation goes beyond just the first/last name or subject line.
According to stats, personalised subject lines have:
- 26% higher open rates
- generate a 14% increase in CTR
- 10% higher conversion rates.
4) Better consumer satisfaction. Over 50% of consumers expect to get a personalised email with discounts/special offers within 24 hours of sharing their email address with a brand. According to stats, sending personalised emails will boost consumer satisfaction by over 55%.
Timing can have a massive impact on your open and conversion rates. Therefore, you need to carefully consider when (i.e. time and day) and how often to send your email campaign(s).
Have you ever Googled “best time to send emails”? If you have, you most certainly noticed there’s tons of information and contradictory opinions on the matter. Studies conducted by numerous email industry experts and ESPs give recommendations that are not always applicable to all marketers. Hence, instead of giving a clear and practical solution, such a simple search can result in even more confusion.
Why the conflicting results? The perfect timing for email blasts in most of the studies I came across was based on different variables such as B2B or B2C emails, buyer behaviour, target audience, location, etc.
- an email’s lifespan is about an hour after it hits the inbox
- after 4 hours of an email being in the inbox, the open rates drop to less than 8%
- 40% of marketing emails are sent between 6 a.m. and noon
- top engagement times with an average boost in open rate and CTR of up to 7% are –
- 8 a.m. – 10 a.m.
- 3 p.m. – 4 p.m.
- the best time to send an email campaign is Thursday between 8 – 9 a.m.
- the worst time to send an email blast is Tuesday and Wednesday between 8 – 10 a.m.
If your marketing emails are poorly timed, you risk having a skyrocketing unsubscribe rate – and you do not want that. However, sending them at the right time will result in increased conversion rates and can turn first-time buyers into repeat customers.
Remember that subscribers habits change. While some would have opened your email on a desktop or webmail before, now they mostly do it on mobile devices and tend to be more active during the evening (I know I am).
To determine the perfect timing for YOUR email blast follow a few simple steps –
- use surveys – i.e. ask recipients when and how often they want to hear from you
- analyse your previous campaigns’ results focusing on subscribers’ activity
- A/B test (split test) your campaigns
- study your subscribers’ buyer persona
- target recipients based on time zone
- “play around” with different times and days
Generic best sending times/days and advice are awesome but not always applicable for all. What might work for some might not necessarily work for others. Thus, there is no magic time or day to unleash your email campaign. The best you can do is test different times/days and establish the best ones for you based on email campaign reports.
Pro tip: Once you’ve pinpointed the perfect time/day for your emails, be consistent. If your subscribers are used to seeing your emails in their inbox on Tuesday at 10 a.m. with a cup of coffee in hand or on Friday at 10 p.m. with a glass of wine, you wouldn’t want to disappoint them, would you?
Email Marketing Laws
In the world of email marketing, the existence of laws and regulations guarantees you use your email for good, not evil.
You’ve organically built a high-quality email list. Your email template is unique and overall, amazing. The email copy is well written, engaging and relevant. It appears you have everything you need to unleash your email into the world. But… are you sure you’re compliant with all email marketing laws?
Email marketing laws around the world
1) The U.S.
- Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003 (CAN-SPAM Act)
- the California Consumer Privacy Act (CCPA)
2) The EU
- the General Data Protection Regulation (GDPR)
- Canada’s Anti-Spam Legislation (CASL)
- Spam Act of 2003
5) The UK
- Privacy and Electronic Communications Regulations (PECR) (EC Directive) 2003
- Data Protection Act (DPA) 2018
- Consumer Rights Protection Law 2013
- Measures of the Administration of Internet Email Services 2006
- Personal Data Protection Act 2012 (PDPA)
- Lei Geral de Proteção de Dados Pessoais (LGPD)
To determine whether a particular country’s email marketing laws apply to you depends on three main things –
- whether you are based in that country
- if your ESP is based in that country
- whether your recipients are based in that country
To make sure you will NOT be slapped with fines that have lots of zeros, it’s imperative to be aware of all email marketing laws and, of course, comply with them.
To ensure compliance and drop in unsubscribe and complaint rates, always remember to –
- obtain explicit consent
- collect, handle, process and use personal data with care
- never transfer data outside of your country without ensuring the recipient country has proper data security legislation in place
- be honest and clear about your intention for the data
- always provide an option for people to unsubscribe
Test, Test, Test
Your email campaign is almost ready to be unleashed on your target audience. But, before you dazzle your subscribers with your awesome campaign, check a few more things and run some tests. For example –
- Is your email campaign optimised for mobile? With EmailOut, it always will be.
- Did you run a design test? To make sure you are delivering a perfect experience to your subscribers, you need to ensure your campaign’s design is not only top-notch but also rendering correctly across different email clients and devices. EmailOut’s Design Test feature allows you to preview your email campaign in 70+ different email clients and mobile devices in seconds – and it’s free.
- With your design now flawless, run a spam test. EmailOut offers this feature for free.
- You have two slightly different versions of your email campaign copy and design, you need to test which one will perform best – cue, split testing (a.k.a A/B testing). Ah, don’t forget to test one variable at a time.
Remember to always, always test your email campaign before sending it to your audience. Minor mistakes like typos can easily slip through the cracks and be harmful to your brand. However, major errors like forgotten/incorrect/broken links, wrong personalisation, grammar errors, broken imagery, sending to the wrong email list, etc. can cost you heavily.
Email marketing delivers results but it’s constantly evolving and no longer as simple as sending the same email to your entire audience. Thus, to dominate in the digital marketing game, you need to continuously update your email marketing strategy – or develop one, if you haven’t already done so.
From building – and maintaining – a healthy email list and leveraging subscribers’ data for better personalisation to choosing the perfect email marketing software, creating amazing relevant content and having a consistent sending schedule, a bulletproof email marketing strategy will help you achieve all your marketing goals and a boost in revenue.
What do you think makes an email marketing strategy effective?