Email Marketing Best Practices

5 Tips to Improve Your Outbound Marketing

Are you getting the level of engagement you want form your outbound marketing? Or are you about to launch your first campaign?

Before you hit send on that next batch of emails, I urge you to read my top 5 tips for email marketing best practices.

By taking action on some of the below points, you will see more engagement and a higher ROI for your efforts.

So, let’s get to business.

Email Marketing Best Practices
Email Marketing Tips

Tip 1. Avoid Purchased Lists

For me, if you take anything away from this list, not buying a pre-made contact list should be one of the most important things to remember.

Not only do you risk being uncompliant with GDPR or CAN-SPAM, but purchased lists are typically low quality – stopping email campaigns dead.

Tip 1. Avoid Purchased Lists

Building a natural email subscriber list through organic methods such as incentivized opt-in campaigns, weekly newsletters, etc., is by far the best way to gather people’s details. Not only are they consenting to be contacted, but they are highly targeted, relevant prospects that will boost your success in further email marketing campaigns.

Lists that have been purchased from a third party contain low-quality prospects, whose data may have been gathered through illegal means. Not only that, but the information you receive may not even be correct, containing wrong names or emails that no longer exist.

Building an email subscriber list can be hard, trust me, and while buying a list and having access to thousands of prospects instantly sounds enticing – it is almost always more hassle than it is worth.

Consider this, for every email that you contact that was gathered through illegal means; you are liable for up to $16,000 in fines – per email.

Even if it doesn’t get that far, if too many of your emails are marked as spam, you can face detrimental treatment from your email service provider (the company sending out your emails.)

Account closures, fines, and legal action are all possible avenues your email service provider may wish to explore, depending on the severity of your actions. Several notable providers state that merely buying an email subscriber list qualifies as a breach of their TOS agreement.

That’s before we even consider the potential damage to your or your business’s reputation that can result from poor quality email lists. What if a potential customer or client were to Google your business name, only to find several results from people disgruntled that you have been contacting them with unsolicited spam – it’s not a good look.

Buying email lists is never worth the risk.

Email Marketing Tips

Tip 2. Split Test to Improve Results

A/B, or split testing, is the best way to optimize and improve any marketing campaign.

This sentiment remains true with email marketing campaigns.

Testing subject lines, calls-to-action, content copy, CTR, and any other variable that might be contained within your emails.

Tip 2. Split Test to Improve Results

Split testing gives us the ability to optimize and improve our engagement metrics, and is a never-ending process. The good thing is, there is a never-ending list of variables you can test, optimize, and retest throughout the length of your email marketing campaigns.

The first step to any great outbound email marketing campaign is to have your audience open your correspondence in the first place. Naturally, this leads us to start testing our subject lines.

Email subject lines should evoke a slight emotional response from your audience, curiosity, concern, joy, or excitement can all lead to an improved open rate.

One of the easiest ways to get a quick open rate win is to personalize your emails by including the recipient’s name within the subject line.

Once your audience is opening your emails, you need to convince them with well crafted, relevant content. Using templates can be useful here, allowing you to test multiple layouts for minimal effort.

While that is all good, the template you use still needs to be filled with persuasive copy, relevant for your audience.

Overly ‘salesy’ content might put off potential customers, especially if your email is packed with CTA buttons to ‘shop now’ and excessive product images. Your customers are likely to be in the investigation stage of the buying cycle, investigative language may work more in your favor – ‘learn more,’ ‘see how,’ etc.

Your copy should direct your audience to your CTA, convincing them they should engage with it along the way. Your call-to-action should be the final push.