Black Friday doesn’t just mean discounts and deals, it means a significant increase in the number of emails in your inbox. Some come from businesses you may not even remember subscribing to in the first place. While it’s a great time to unsubscribe and clean out your personal inbox, as a business, you don’t want to watch your unsubscribes grow on your distribution list.
Email marketing remains one of the most effective tools for businesses, offering direct access to audiences and a strong return on investment. The most important thing you can do is make sure your emails have a purpose and resonate with your subscribers, all the time and not just in late November.
By focusing on authenticity, relevance, and professionalism you’re more likely to see growth of your email marketing customer list and can feel good about doing so ethically.
Build an Engaged Subscriber List
The foundation of effective email marketing is a list of engaged subscribers. Use opt-in forms on your website, blog, or social media platforms to invite people to join. Incentives like free resources, exclusive tips, or discounts can encourage sign-ups.
SOM Tip: Avoid purchasing email lists. Not only is this practice unethical, but it also risks high bounce rates and spam complaints that can harm your deliverability.
Prioritize Personalization
Personalized emails outperform generic messages. Address recipients by their first names and tailor content based on their preferences or behaviors. Modern email platforms make it easy to segment your audience and send targeted messages.
For example, a fitness brand might segment its audience into beginners and advanced athletes. Each group receives tailored content that addresses their unique challenges and goals, making the communication feel relevant and meaningful.
SOM Tip: Make sure you test the first name and tailored content, doing it wrong is worse than not doing it.
Craft Clear, Honest Subject Lines
We’ve all fallen for the clickbait new article or headline. Don’t use clickbait. Your subject line is your email’s first impression. Craft subject lines that spark curiosity while remaining authentic. Misleading headlines might increase open rates temporarily, but they also erode trust in the long term.
SOM Tip: Instead of “Unbelievable Deal!” try something more specific and honest, like “10% Off Our Most Popular Products This Week.” Clear subject lines set accurate expectations and attract the right audience.
Set Clear Goals and Calls to Action (CTAs)
Every email should have a purpose. Whether you aim to drive traffic to your website, promote a product, or share a blog post, make your CTA prominent and actionable. Use concise language that tells recipients exactly what to do, such as:
• “Download Your Free Guide Now”
• “Reserve Your Spot in Our Webinar”
• “Explore Our Latest Collection”
SOM Tip: A single, focused CTA prevents confusion and keeps your email visually clean and prevents the email (even a newsletter!) from getting too long.
Maintain Consistency Without Overwhelming Your Audience
Consistency is key to staying top-of-mind, but too many emails can annoy your audience. Develop a schedule that balances regular communication with respecting your subscribers’ inbox space.
SOM Tip: For most businesses, one campaign per month, maybe two emails is sufficient. Depends on what you are telling people. If you don’t have something new to announce then why repeat yourself? If your inventory changes weekly or you offer specials then possibly once a week or maybe twice a week can work. Monitor engagement metrics to adjust your frequency if needed. If you are noticing a spike in unsubscribes and complaints it’s time to back off the frequency. If you need help interpreting your metrics, we would love to provide insight, contact us today.
Provide Value in Every Email
Every email you send should offer value to the recipient. This can include educational content, exclusive deals, or insider insights. When subscribers consistently benefit from your emails, they’re more likely to remain engaged.
For instance, a travel agency might share tips for budget-friendly vacations or highlight lesser-known destinations alongside promotional offers.
SOM Tip: You have to earn trust, and every email is an opportunity to showcase your expertise. Providing useful information builds credibility and encourages trust.
Design for Readability
Your email’s design should enhance, not overshadow, your message. Use clean layouts, legible fonts, and professional images. Ensure your email is mobile-friendly, as a significant portion of users access emails on their phones.
SOM Tip: Use white space strategically to create a clean and inviting look. Keep paragraphs short and include bullet points to make information digestible.
Respect Privacy and Compliance
Familiarize yourself with email marketing regulations such as the CAN-SPAM Act or GDPR if applicable. Include a clear and accessible unsubscribe option in every email. Compliance not only protects your business legally but also fosters trust among your audience.
SOM Tip: If you’re unsure, chose the double opt-in method. It’s better to have less people on your email list than to not follow laws and regulations.
Use Analytics to Refine Your Strategy
Track key metrics such as open rates, click-through rates (CTR), and conversions. These insights help you understand what resonates with your audience and refine your future campaigns.
SOM Tip: if you notice a particular type of content drives higher engagement, incorporate similar topics into your strategy. Conversely, low open rates might signal the need to improve your subject lines or timing.
Test Before You Send
Before launching a campaign, test your email on multiple devices and email platforms to ensure everything displays correctly. Check links, images, and CTAs to ensure a seamless user experience.
Building Relationships Over Time
Effective email marketing is a long-term strategy. By consistently providing value, respecting your audience’s preferences, and adhering to ethical practices, you can cultivate a loyal subscriber base that looks forward to hearing from you.
For more email marketing guidance and customized email marketing strategies, call Strategic Online Marketing. Whether you’re just starting or looking to optimize your campaigns, our experts can help you achieve your goals without compromising your audience’s trust.