Email Marketing Best Practices For Retailers – Here Are Three More!
If you're a retailer, you're always looking for better ways to reach prospects and customers. Email marketing can work really well, but there are some best practices that you need to follow.
Some of these best practices are laws, while others are just good rules of thumb. If you want your email marketing to work, though, you should keep them in mind when preparing your campaigns.
One of the largest is relevance. If you sell a lot of different products, then only email people about what they bought or related products. You want to make sure your emails are going to be of interest to the people receiving them. If they're not they will unsubscribe or even accuse you of spamming them.
This is why you definitely want to record what each subscriber bought off you, and link this customer history to their email. This way you can only email them when you have something to share that will be seen as valuable.
If they are subscribing through a form on your website, include an interests section, so they can tell you what they want to hear about. This way, if you sell products for cats and dogs, you do not end up sending cat specials and articles to dog people.
Also, before you send anything out, make sure you've proofread it and tested it in several different email accounts. Make some free accounts and enlist some friends to be guinea pigs for you. You want to make sure that what you're sending out is readable and that the design is not broken.
Email programs can be tricky, so you are going to have some weird results occasionally, but you want to try your best to make sure that you see them before your customers do. If you do not do your due diligence, it can make you look very unprofessional.
Finally, if people want to unsubscribe, let them. It's against the law to email people who have told you they do not want to receive your emails anymore.
They are going to report you for spamming over and over again anyway, and eventually the spam filters will start blocking all your emails. This can destroy any chance you have of email marketing working for you.
There are many other best practices, but these are three of the most important. I will share more of them in other articles.