Join us LIVE ✨Create the Right Strategy to 10X Your Business in 2024.
Register Nowarrow icon
Mayple logo

Email Marketing

Explore a curated variety of expert-produced resources on email marketing, from prospecting and segmentation to personalization. Get inspired by real examples and access tailored templates to delight your customers—every single time you press send.
AllNewslettersRetentionConversion
Email-Marketing-Courses
Email Marketing14 Top Email Marketing Courses in 2024If you think email marketing is for the 1990s and irrelevant to your business in 2024, think again. Email marketing continues to be an important element of every good digital marketing strategy as an effective way to reach customers and promote products and services. It's a cost-effective and targeted approach that lets you connect with potential customers. Plus, with the rise of mobile devices, email marketing has become even more powerful as people check their emails on the go. But how do you learn important email marketing concepts? Online courses are a great idea, but where do you start when Googling "popular email marketing course" yields no less than 2,400,000,000 results, and platforms like Udemy and Omnisend Academy abound with options? We took a closer look at some of the most popular email marketing courses online, and we came up with a list of 14 worth your time. Keep reading to learn more! What you need to know about email marketing Many aspects of email marketing make it one of the smartest ways for business owners to reach out to customers and build a relationship with them. It comes with a lot of benefits, including but not limited to: Great personalization capabilities A comprehensive email strategy involves personalized messages that are tailored to suit each customer. Using their names, previous purchase history, where they are in your sales funnel, and other relevant information can create a more personalized experience for your subscribers. (Source) Capacity to send targeted emails Unlike traditional marketing methods, email marketers are constantly segmenting audiences and sending targeted emails to specific groups. This means that you can create different campaigns for different customer segments based on their interests, behaviors, or demographics. As a result, your emails will:  Feed into your customer journey Build better, stronger customer relationships Enhance the overall customer experience and help you foster customer loyalty  Cost-efficiency and high ROI Compared to other marketing channels, email marketing ROI continues to be quite impressive. With a minimal investment, you can reach many customers and see a high return on investment (ROI). In fact, for every $1 spent on email marketing, the average ROI is $36. So this is a well-worth-it area to invest in your digital marketing skills. (Source) Boosts customer engagement Not only is email marketing ROI high, but this digital marketing channel is also an effective way to keep your customers engaged and informed about your brand. By consistently sending them valuable and relevant content, you can build a strong relationship with them and increase their loyalty to your business. You can also complement your email campaigns with an SMS marketing strategy to really stay top-of-mind for your audience. Great promotional channel The average conversion rate for email marketing is around 8.8%. By comparison, the average conversion rate for Instagram ads is 1.1%, similar to that of TikTok. Factor in that email marketing is a lot cheaper and happens on an owned channel, and it all becomes a no-brainer: email marketing is an excellent promotional channel for business growth. Additionally, email marketing can also be an excellent asset for your content marketing team, as email is one of the most profitable and effective distribution channels for content.  Helps you become an authority in your space Successful email campaigns are about more than just promotions: they are an amazing nurture channel. By sending valuable and educational content to your subscribers, you can establish yourself as an expert in your field, gaining trust and credibility among your audience. You can share step by step instructions on the best use of your product or service, industry insights, and more.  Easy to track and measure All professional email marketers will tell you that campaign metrics – such as open rates, click-through rates, conversions, etc. – are crucial. Luckily, they're also easy to track so that you can measure the success of your campaigns, allowing you to continuously improve your strategies and optimize your campaigns for better results. Some of the email metrics you can measure include: Open rates: The percentage of subscribers who opened your emailClick-through rates (CTR): The percentage of subscribers who clicked on a link within your emailBounce rate: The percentage of emails that were not delivered successfullyUnsubscribe rate: The percentage of subscribers who unsubscribed from your list after receiving an email (Source) Can be automated Email marketing automation allows you to set up triggered emails, such as welcome emails or abandoned cart emails, that are sent out automatically based on specific actions or behaviors of your subscribers. This saves you time and effort while still ensuring timely and relevant communication with your customers. Top 14 email marketing courses to consider in 2024 If you've decided to improve your email marketing skills but have no idea where to start, don't worry! We've compiled a list of the top 15 email marketing courses to consider in 2024. These courses cover many topics, from the basics of email marketing to advanced-level techniques and tactics for experienced marketers. So whether you're a beginner, an experienced marketer, or a business owner looking to build a successful email marketing campaign, there's something for everyone on this list. Here are some of the best email marketing online courses (in no particular order): Advanced Email Marketing from Simplilearn Despite the name, The Advanced Email Marketing course from Simplilearn is more than suitable for beginners too. It includes a wide range of actionable steps on: Driving traffic through emailsFundamental concepts of email marketing strategyBuilding email listsEmail campaignsGetting email subscribersMarketing brands through emailEmail rules and regulationsSending mass emails...And more. This is a popular email marketing course that has been taken by more than 15,500 people so far and it has a rating of 4.5/ 5 stars on Simplilearn. Time to complete: 5 hours (self-paced), 90 days access to the course Certificate: Yes, upon completion Price: Free Email Marketing Certification from HubSpot HubSpot Academy is, undoubtedly, a powerhouse in the world of marketing. It's no surprise, then, that their Email Marketing Certification is one of the most popular and highly-rated email marketing courses out there. This course has hours of video content that will teach you everything from creating an effective email strategy to developing engaging content, segmenting your audience, and optimizing your campaigns for better results. This course focuses a lot on how email marketing and the buyer's journey are connected, making it perfect for businesses looking to improve their overall marketing strategy. At the same time, you'll gain insights into how to create email campaigns, the types of emails you can send out, and other more specific topics. Keep in mind that HubSpot Academy courses do not include step by step walkthroughs. They're generally guides that help you understand specific areas of marketing, in the context of inbound lead generation.  Time to complete: 4 hours Certificate: Yes Price: Free (you have lifetime access to courses for free, but keep in mind the certification expires after two years) Think Outside the Inbox from Google/Coursera When top digital marketing experts from Google and Coursera come together, you know it will be a good course. Think Outside the Inbox, developed by Google, will help you understand email marketing best practices and how to use data to drive targeted campaigns for effective email marketing strategy that resonate with your audience. The course includes modules with actionable steps on writing effective subject lines, creating engaging content, analyzing email performance, and how to execute email marketing campaigns from A to Z. The course has 4.8 stars out of 5 from more than 1,400 people who took it, so you can be sure you'll get a good grasp of the basics of email marketing when you're though. Time to complete: 25 hours (self-paced) Certificate: Yes (with a fee) Price: You can enroll for a free 7-day trial on Coursera, after which it costs $39/month to access everything Coursera has to offer to improve your digital marketing skills, including other popular email marketing courses. Email Marketing 101 from Omnisend Academy The Omnisend Academy offers not one, but an entire bundle of courses for those who want or need to learn more about email marketing. This set of courses covers everything from how to send a welcome flow to basics in email marketing, grow your email list, and write effective CTAs. The best part about this course is that all content is easily digestible, time-saving, and broken down into actionable steps. You're getting all the information you need to get started without wasting any time. Of course, it all focuses on Omnisend as a product, but it still makes for a good learning experience. Time to complete: Depends on the modules or courses in the Omnisend Academy, it ranges between 3 minutes and 1 hour Certificate: No Price: Free (unlimited lifetime access) Mailchimp Academy (on Mailchimp & Co.) Similarly to Omnisend, Mailchimp also offers an academy section on its website to help users master their email marketing platform. Mailchimp Academy has a mix of articles, guides, step by step walkthroughs, and courses covering everything from creating a landing page, using Instagram ads with Mailchimp, and even e-commerce digital marketing tips & tricks. Time to complete: Depends on the specific certification Certificate: Yes Price: Free, but you have to be enrolled in Mailchimp & co Email Marketing Mastery from DigitalMarketer This course consists of 10 modules that are easy to navigate and digest. Email Marketing Mastery from DigitalMarketer will help you get a solid foundation on which email marketing strategies work (and which don't), how to create effective lead magnets, how to use segmentation effectively, and how to optimize your email efforts for the customer journey. If you're serious about improving your email marketing skills, enrolling in this course is an actionable step to do just that. Time to complete: not estimated Certificate: Yes Price: $495 Certification for Email Marketing from the Brevo Academy Brevo Academy's certification for email marketing includes 8 modules. It covers everything you need to know to get started on email marketing, from choosing the right software to GDPR compliance, building email lists, boosting email marketing KPIs, and A/B testing. This popular email marketing course comes with four eBooks, 64 videos, and 62 questions. Time to complete: 2 hours Certificate: Yes Price: free (the Bravo Academy is offers free lifetime access for anyone, regardless of whether they have a Brevo account) Email Marketing Essentials from Skillshare A lot of people prefer the online learning platforms like Skillshare because it allows them to check social proof and reviews before they enroll. For example, The Email Marketing Essentials course was taken by more than 14,800 people, showing there's great interest in it. The digital marketing expert instructing the course has a decent rating, as well.  Unlike most of the other courses on the same topic, this walks email marketers through actionable steps on optimizing the design and layout of email campaigns. If your interest is more design-oriented, it might be the right choice for you. Time to complete: 36 minutes Certificate: Yes Price: Skillshare is free for 7 days; after that, premium access will cost you $32/ month or $168/ year (and, for the money, you'll have access to all their content Email Marketing: Increase Sales with Email Marketing by Udemy As a learning platform, Udemy can feel like a hit or miss. Still, the Email Marketing: Increase Sales course is a genuinely comprehensive one. It has a 4.4 out of 5 rating from more than 64,259 students, which means the vast majority of people who took it had a good learning experience. The course covers everything you need to know about email marketing, from GDPR compliance to designing emails with SendPulse, dodging spam complaints, segmenting your audience, designing subscription forms, and more. Time to complete: 2 hours Certificate: Yes Price: The base price is $47, but Udemy offers discounts regularly (e.g., at the moment of writing this article, the course is just $8!) Email and Newsletter Marketing Foundations by LinkedIn Learning LinkedIn Learning's Email and Newsletter Marketing Foundations is a solid course, especially for beginner email marketers. It teaches you important digital marketing skills, like how to build, segment and nurture your email list, create engaging content, choose the right email templates, measure the success of your campaigns, and more. More than 70,000 people have taken the course, and it has a 4.7 out of 5 rating from more than 1,100 of its students. Time to complete: 45 minutes Certificate: Yes Price: Free if you have LinkedIn Premium, or approximately $18 for just this course Digital Marketing Bundle by Reliablesoft The Digital Marketing Bundle, put together by Reliablesoft and taught by successful digital marketing experts, is a collection of 10 courses that cover everything in digital marketing: SEO, content, social media, Google Ads, email marketing, and more. Unfortunately, you can't get just the email marketing course – but you can get the full bundle and immerse yourself in more than 75 lessons that will give you a bird's eye view of how online marketing works. The email marketing course covers email marketing tools, automation, email flows, and building lists – the basic actionable steps you need to know about to create email marketing funnels that work for your business (regardless of whether you want to run eCommerce email marketing campaigns or apply the knowledge to other industries). Time to complete: Not estimated Certificate: No Price: $114 for the whole bundle (and a 60-day money-back guarantee) Email Marketing Masterclass for Beginners by Wishpond Wishpond's Email Marketing Masterclass covers a fairly wide range of topics, from what mistakes to avoid in email marketing to actionable steps on how to build funnels and campaigns. If you're looking for a brief intro to email marketing, this online email marketing course with actionable steps, taught by an experienced marketer from Wishpond, might be a good fit. Time to complete: Not estimated Certificate: No Price: Free Email Marketing: Master the Fundamentals by CXL It's known that CXL offers some of the best courses in digital marketing. If you're serious about email marketing and improving your digital marketing skills, their Email Marketing: Master the Fundamentals course is worth looking at. Developed by a well-respected digital marketing professional, the course covers topics such as how to optimize your list growth, use email data to fuel your marketing efforts and create email content that drives actual results. Time to complete: 4 hours (1 hour/lesson) Certificate: Yes Price: $299 Email Marketing Online Training Course by Udacity Udacity's Email Marketing Online Training Course includes lessons on how to build an email list, how to create an email campaign, how to create an email plan, and how to measure the effectiveness of your email efforts. It also includes real-world projects and information on email marketing careers, which makes it easier to apply your knowledge in practice – helpful for even experienced marketers. Time to complete: 4 weeks Certificate: Yes Price: $249/ month or $846/ four months Are there any other sources for email marketing learning? Absolutely! The internet abounds with learning opportunities in virtually every domain, and email marketing makes no difference from this general rule. However, finding sources of information is not the hardest part of all: filtering through all the options is. Generally, you want to look for popular email marketing courses or learning resources, offer practical knowledge, and have good reviews from other learners. Following more experienced marketers on social media for tips and tactical walkthroughs is another way to slowly build up your digital marketing skills. For instance, Mayple doesn't offer any actual course, but we have decades of collective experience in creating, managing, and strategizing efficient email marketing. As do the email marketing consultants and digital marketing professionals we work with. So when we put together information on email marketing, you can bet your money it's accurate, up-to-date, and useful. Here are our latest pieces, for example. The key to learning email marketing (and any other digital marketing skill) lies in trying stuff. Theory will only get you so far, but experimenting with different techniques, popular email marketing platforms, and strategies is what will make you an email marketing specialist. ...And if you need help running your email efforts, don't hesitate to hire a Mayple-vetted email marketing agency. Contact us, and we will match you with the right expert for your business goals.
email-click-through-rate
Email MarketingWhat is Email Click Through Rate + How To Up CTRCongrats! You've just sent your first (or 100th) email marketing campaign and you're eagerly awaiting your stats. You can almost see people opening your email (that subject line was really engaging!), scanning it and... Going back to their inboxes without clicking your CTA buttons? Oh no! What do you do to avoid this? First of all: don't panic. The fact that people are opening your email is already a great sign! But if you want your emails to drive results for your business, make sure they click on your email links. Your click through rate is one of the most important email marketing metrics to track when it comes to email campaigns. It tells you how many people clicked on any of your links to visit your website or landing page. This is where conversions happen – whether it's buying a product, signing up for a service, or learning about your brand. What can you do to improve your click through rate? Keep reading to find out. What is the email click through rate (CTR)? Email click through rate (CTR) is a metric that measures how many people click in emails out of all the emails that were delivered. Your CTR shows how many emails subscribers click. (Source) How to calculate click through rate? To calculate the click through rate, divide the number of clicks by the total number of emails delivered, then multiply by 100. This will give you a percentage value that represents your email CTR. For example, if you sent out 100 emails and received 10 clicks, your CTR would be 10%. Factors that affect your CTR A low click through rate is not the end of the world, but it's worthy of your attention. Generally, the factors that affect your CTR include: Your content Create email content that's engaging, relevant, and visually appealing to catch the attention of your subscribers. Boring or irrelevant content could cause you to lose readers, lowering your CTR. Want to make sure your email content is on point every time? Contact Mayple and allow us to match you with one of our brilliant vetted email marketing copywriting experts! You'll be all set and ready to go in less than three days. The email layout The layout of your email can also affect your CTR. A cluttered and confusing email design is more likely to discourage clicks, whereas a clean, organized layout makes it easy for readers to find what they're looking for. Keep your email design simple and visually appealing. Use images, bullet points, and headings to break up the text to make it easier for readers to scan through. Your call to action Last, but not least, your call to action (CTA) plays a crucial role in your email CTR. Your CTA should be clear, concise, and compelling for readers to click. (Source) Make sure to use action words and create a sense of urgency to encourage your subscribers to act. It's also important to place your CTA strategically throughout the email, ideally towards the beginning and end where it is most likely to catch the reader's attention. For instance, this BFCM email campaign from REI has all the marks of a winning promotional email. It's engaging, looks great, and the CTA connects to the entire email seamlessly, while also urging you to take action. Click rate (CR) vs click through rate There is some confusion regarding email click rate (CR) versus click through rate. While these terms are used interchangeably, there is a difference between them. The click rate (CR) refers to the number of clicks on a link within an email, divided by the total number of delivered emails. This metric gives you an overall view of how many people interacted with your email in some way. The click through rate specifically measures how many people clicked on a link within an email, out of all the people who opened that email. This metric is more focused and gives you a better understanding of how effective your CTA and email content are in driving clicks. How to calculate click rate? To calculate email click rate, email marketers divide the total number of clicks by the total number of delivered emails and multiply it by 100. This will give you a percentage value that represents your email click rate. For example, if your email had 100 clicks out of 1000 delivered emails, your CR would be 10%. Why are click rates and click through rates important? Both your click through rate and your click rate are important indicators of how well your emails are performing – so tracking them is essential if you want to make sure your campaigns go well and improve over time. Why is click through rate important? Knowing your click through rate is important for many reasons: It measures the effectiveness of your emails By tracking how many clicks your emails are getting, you can see which ones are successful in grabbing the reader's attention and prompting them to take action. This information can be used to improve future campaigns. It gives you a benchmark When you have a benchmark CTR, you can compare it to industry averages or your previous email campaigns. This will help you determine if your email performance is above or below average and what areas need improvement. It helps identify subscriber engagement A high CTR indicates that subscribers are actively engaging with your emails and finding value in the content. On the other hand, a low CTR may indicate that your subscribers are not interested in your emails or that there is room for improvement in your email content. (Source) It helps you not lose sight of the goal ...Which is to drive revenue. There's no point in crafting neat email subject lines, segmenting your list, and personalizing your emails if you don't do it all with one purpose: to drive revenue. It may not be direct (for example, some emails incentivize people to recommend your business or sign up for a webinar). But even when your email campaigns are not directly correlated to revenue, the end goal is the same. When you measure your CTR, you see how many of your subscribers got you closer to your goal, and this helps you understand how your business is growing. Why are click rates important? Here are some reasons why tracking your click rate is as important as your CTRs: It shows you the big picture While CTR indicates the effectiveness of your email content and CTAs, click rate gives you a broader view of how many people are interacting with your emails. This helps you identify issues with your list or deliverability that need to be addressed. It helps optimize your email design By tracking your click rate, you can see which email layouts and designs are most effective in driving clicks. This information can then be used to optimize future emails and improve performance. It helps increase conversion rates A high click rate indicates that subscribers are not only opening your emails but also taking action by clicking on links within the email. This can ultimately lead to increased conversion rates and revenue for your business. (Source) Click rates vs open rates Another frequently confused metric is click-to-open rate vs open rate. They are both important, yet different, to gaining different insights into your campaign performance. Your email open rate is simply the percentage of people who opened your email. This metric does not take into account any actions taken within the email, such as clicks. There are a lot of factors that influence your open rates, but, generally, your subject lines and your bounce rates (both hard and soft bounces) are the two most important metrics to look at if you want to improve your open rate.  On the other hand, your click through rate measures the number of clicks on links within your email, regardless of whether or not the email was opened. Combining both open and click rates can give you a more complete understanding of subscriber engagement and the success of your email campaigns. Last, but not least, your click-to-open rate measures the percentage of people who open your emails and click on a link. You can choose to follow this specific metric depending on your email marketing goals, but it can be a good indicator of how coordinated your email marketing strategies are. Average click-through rates & open rates: benchmarks you need to know General and industry email marketing benchmarks help you understand what your click rates and click through rates should be. This can give you a good point of reference when analyzing your own email performance and determining what your target audience wants to hear from you.  Regardless of the benchmarks, every company should measure their email metrics against general, industry, and past performance numbers. For instance, if your welcome emails have a click through rate of 0.9% and you make adjustments to bump that number to 1.2% but your industry average is 1.5%, that is still a significant improvement. Likewise, the type of email you send will influence your click through rates and open rates too. For instance, a Thank You email or a post-purchase email may have a significantly higher open rate and click through rate than a product update email. That being said, here are some numbers to keep in mind: General good open rates Across industries, the average email open rate stands at 21.33%. If you want good open rate for your emails, aim for somewhere between 17 and 28%. Open rates per industry Industry-specific benchmarks are a better indicator than general open rates, especially if you're in one of the industries with a significantly low or high average email open rate. Here are some industry-specific benchmarks, as per a recent study from WebFX's: Advertising and marketing: 19.30%Automotive and aerospace: 12.60%Beauty and personal care: 16.65%eCommerce: 15.68%Financial: 20.20%Food and beverage: 13.00%Government: 19.70%Health and fitness: 21.36%IT, tech, and software: 17.60%Media and entertainment: 18.10%Retail: 13.90% (Source: WebFX) Click through rates per industry Looking at click through rates per industry can also help you better gauge how well your emails are doing. Here are some of the stats you need to know, according to WebFX's latest research: Advertising and marketing: 2.60%Automotive and aerospace: 1.20%Beauty and personal care: 1.92%eCommerce: 2.01%Financial: 2.50%Food and beverage: 1.20%Government: 4.10%Health and fitness: 2.69%IT, tech, and software: 2.50%Media and entertainment: 3.10%Retail: 2.10% High click rate but low conversions: how does it happen? Sometimes, you may have a high click rate, but your conversion rate fails to deliver on those clicks. Here are some of the reasons why this may happen: The contact list is irrelevant to your business Having a large email list is great. Still, it will help no one if you have a list full of inactive customers you can't re-engage, or if the subscribers on that list are not interested in what you offer. Even if they do open your emails and click, it will not translate into conversions. This highlights the importance of targeted and segmented email lists. The goal of sending marketing emails is not to send them to as many people as possible, but to send them to as many relevant people. These are people who are likely to become loyal customers. That's where conversions and customer retention magic happen.  (Source) Email content does not match subscriber expectations If your email content does not align with the expectations set for new subscribers, they may click on links out of curiosity or interest, but ultimately not convert because the content does not meet their needs. Make sure to set clear expectations for subscribers and deliver relevant content in your emails. Poor buyer experience Your email campaigns don't end with a click on your emails – they also involve the buyer experience after being directed to your website. If the landing page or purchase process is not user-friendly or does not meet expectations, it can deter potential customers from converting. Make sure to optimize your website and buying process for a seamless customer journey. How to use CR and CTR to optimize your email campaigns Both your click rate and your click through rate are great indicators of how well your campaigns are performing. However, measuring them is not enough. You need to take action based on your metrics and continuously optimize your email campaigns for better results. Here are some ways you can use your CR and CTR to optimize your email campaigns Segment your list By segmenting your email list based on subscriber engagement, you can tailor your campaigns better to suit the interests and behaviors of different groups. For example, if a group has a consistently low click through rate, you may want to re-evaluate the content and offers in those emails or remove them from that campaign. (Source) Personalize your emails With segmentation comes great personalization potential. Use subscriber data to personalize your emails and make them more relevant to each individual. Personalized emails have been shown to have higher open and click through rates, significantly impacting your overall email performance. Run A/B tests A/B testing can help you identify what works best for your specific audience and improve your overall email performance. Use A/B tests to test different subject lines, email designs, calls to action buttons, and more. Based on the results, you can make data-driven decisions to optimize your campaigns. Optimize for mobile 47% of people use mobile apps to read their emails on their phones. You need to make sure your emails are optimized for mobile devices, or else you may lose out on a significant chunk of potential conversions. Make sure to use responsive email designs and test them thoroughly before sending them out. (Source) Include an unsubscribe button  Want to maintain list hygiene and keep your contacts relevant to your business, while complying with GDPR and other data privacy regulations? You want to keep unsubscribe rates as low as possible, but you don't want people to mark your emails as spam (or worse, report you to data privacy authorities). So make sure to include an unsubscribe button or link in your email. It's a "set it and forget it" kind of thing that helps you avoid a lot of hassle down the line. Make sure the link placement is visible, though. You want subscribers to find it as easily as possible. Leverage social proof Customer testimonials can be a complete game changer. They build trust with your email readers and make it more likely to click that call to action button. If you want to take this up a notch, include a social sharing button and encourage people to share your content or product pages with their network.  Your click through rate: the ultimate sentinel of your email campaigns All email metrics are key metrics. But if you have to narrow it all down to revenue-boosting KPIs (conversions, customer retention, etc.), your click through rate is one of the most important metrics to look at. If people aren't clicking through to your website or landing page, they're not going to convert no matter how high your open rates are. Use this metric wisely and always strive for continuous improvement. Test things out, make your CTA buttons pop brighter, and always make sure your subject line, preheader text, and email content strive for one goal and one goal only: to make people click and take action. Want to make sure your email content is on point every time? Contact Mayple and allow us to match you with one of our brilliant vetted email marketing copywriting experts! You'll be all set and ready to go in less than three days.
email-spam-rate
Email MarketingEmail Spam Rates: Cracking the CodeEmail marketing is vital to modern business strategies, providing companies with an efficient and cost-effective way to reach their target audience. But you can't expect to run successful email marketing campaigns if you don't pay close attention to your email sender reputation and spam rates. So avoid sending unwanted emails to your mailing list, and join us is delving into the world of email spam rates from an email marketer's perspective: from the challenges email marketers face, to the consequences of high spam rates and strategies to reduce them, as well as the future of the email marketing journey in the ever-evolving landscape of digital communication. Let's do this! What is a high spam rate? In the case of email marketing strategy, a high spam rate is when a disproportionately large amount of your emails are getting sent to spam folders instead of people's regular inboxes. A high spam rate tells you that either you're not keeping content relevant to your audience, or your contact list isn't mostly made up of your target audience. The industry standard spam rate is less than 0.1%, or 1 complaint for every 1,000 sent messages. Anything above this level means your email sender reputation is on the line, as is your reputation as a brand. In other words, you need to reassess your email program – fast! Top factors that influence spam rates Sender reputation One of the most significant challenges for eCommerce email marketing is ensuring that their messages reach the intended recipients' inboxes. High spam rates can lead to deliverability issues, where legitimate emails end up in spam folders or are blocked entirely. This not only affects campaign success but also damages the sender's reputation. Email content Email content plays a significant role in influencing spam rates. The content of an email can impact whether it is classified as spam or delivered to the recipient's inbox. Email filters, including those employed by ISPs (Internet Service Providers) and email service providers, analyze various aspects of email content to make this determination. Spam reports Spam reports play a crucial role in influencing spam rates and email deliverability. When recipients mark an email as spam, it provides valuable feedback to email service providers and internet service providers (ISPs). These reports determine the sender's reputation and whether the email should be treated as spam.  Email frequency Sending too many emails can have a detrimental effect on spam rates and email deliverability. When email marketers send a high volume of emails without proper segmentation, targeting, and monitoring, they can fall into a spam trap. It creates a recipient overload and increases the likelihood of emails being marked as spam. Email design looks spammy Spammy-looking emails, characterized by certain visual and content elements that resemble common spam tactics, can significantly impact spam rates and email deliverability. Email filters and anti-spam algorithms are designed to identify and flag such emails to protect recipients from unwanted or malicious content. Unsubscribing (because of spamming) Unsubscribing from email lists typically has a positive impact on spam rates and email deliverability. When recipients use the unsubscribe button provided by legitimate email senders, it helps improve deliverability rates and reduce the likelihood of emails being sent straight to the junk folder. What happens if you have a high spam rate A high spam rate can lead to significant consequences and challenges for legitimate senders. These include even interested email subscribers not seeing your future emails, or worse, getting banned by email providers or slammed with legal fees or other repercussions. You want to make sure that your email marketing efforts are not making people regret ever giving you their email addresses, and beyond that, you want to convert them into potential customers who appreciate your brand and email communications. Prefer to have some expert help? Hire an email marketing consultant vetted by Mayple. We'll match you with the best one for your industry, in a matter of days! How to measure spam rate So now you might be wondering how to find out whether you've been sending too many spam emails to your list. Here's how to find out: SpamAssassin Score SpamAssassin is an open-source email filter used to identify and filter out spam or unsolicited emails. It assigns a "SpamAssassin score" to each incoming email, which indicates the likelihood that the email is spam. This score is also known as the "spam score" or "spam threshold." Complaints In the context of email marketing, "complaints" typically refer to when email recipients report or express dissatisfaction with the emails they receive from a particular sender. Options available via the email client are standard for spam complaints. These are a significant concern for email marketers, as they can have negative consequences for a sender's reputation, deliverability, and the overall success of email marketing campaigns. Email bounce rate An email bounce rate is a metric that measures the percentage of emails sent in an email marketing campaign that don't successfully reach the intended recipients' inboxes. Instead, these emails "bounce" back to the sender for various reasons, such as the recipient's email address being invalid, the recipient's mailbox being full, or the email server being temporarily unavailable. How to reduce your spam rate When it comes to cracking the code of reduced spam rates, let us delve deeper into what you can do to reduce your spam rate and ensure optimal email deliverability and reputation! Employ double opt-in verification Implement a double opt-in process, where subscribers confirm their subscription after signing up. This helps ensure that your subscriber lists genuinely want to receive your emails. Make sure everyone opted in over the last 12 months Consent Freshness: Subscribers who have opted in within the last 12 months are more likely to be active users who remember and recognize your brand and consent to receiving your emails. Their engagement is more recent, indicating they are active and interested in your content. Weed out inactive users who will likely end up hitting that spam button anyway.  Don't buy or exchange mailing lists Purchased email lists often contain email addresses of users who have not consented to receive emails from your organization. These recipients may have no prior knowledge of your brand, products, or services. Sending unsolicited emails to these people is highly likely to raise the percentage of emails reported from your campaigns, as well as lower engagement, and increase unsubscribe rates and spam complaints. Include a visible unsubscribe link Including a visible unsubscribe link in your marketing emails is not only a user experience best practice but is also a legal requirement in many jurisdictions, including the United States under the CAN-SPAM Act and in Europe under the General Data Protection Regulation (GDPR). Indicate how the contact got on your list Indicating how a contact got on your email list is an important aspect of transparent and ethical email marketing. Transparency and trust are key. Clearly communicating how a contact was added to your list builds trust with your subscribers. It shows that you are open and honest about your email marketing practices, which can lead to a positive perception of your brand. Send welcome messages A welcome message serves as a confirmation email to the subscriber that they have successfully subscribed to your email list. It reinforces their decision to join and confirms that their email address is valid. This can be part of a greater sequence of onboarding messages that preps folks for the kind of future messages they'll receive from you. Your emails should come from the same domain contacts signed up Emails that come from a different domain than expected can confuse and concern recipients. This may lead them to look for that spam button. Sending from the same domain that contacts signed up with minimizes the likelihood of spam complaints. Personalize and segment your communications Personalized emails and well-segmented lists are key to reducing spam rates in email marketing by enhancing the relevance and engagement of your emails. When subscribers receive personalized content that is tailored to their interests and needs, they are less likely to consider those emails as spam. Don’t send too many emails... Over-emailing your subscribers can lead to "email fatigue," where recipients become overwhelmed with the volume of emails in their inbox. As a result, they may start marking your emails as spam to reduce the clutter. This is where a feedback loop is incredibly helpful in moving towards a strategy where every single email you send is relevant to your audience. ...But also don’t send them sporadically If subscribers are not accustomed to receiving emails from you on a regular schedule, they may be more likely to mark sporadic messages as spam emails. Inconsistent sending can confuse or irritate recipients, prompting them to report your emails as unwanted. Regularly remove and reactivate inactive subscribers Inactive users who never open or engage with your emails can negatively impact your email list's overall quality. Sending to a large number of inactive recipients can lead to high bounce rates and a percentage of emails reported as spam. Mention the business name Including your business name in the "from" field or within the email content adds transparency and authenticity to your emails. This transparency helps recipients recognize your brand and understand the source of the email. Keep your emails relevant Relevant emails are more likely to be opened, read, and acted upon by recipients. When subscribers engage with your emails by opening, clicking, and taking desired actions, it sends a positive signal to email service providers (ESPs) that your emails are legitimate and valuable. The challenges of reducing spam reports Evolving spam tactics Cybercriminals are constantly developing more sophisticated phishing techniques. These can include highly convincing email content and fake websites designed to steal sensitive information. As phishing emails become harder to distinguish from legitimate messages, it can be more challenging to filter them out effectively. Lack of understanding of what spam is The ambiguity of the term: The definition of spam can vary depending on the context, jurisdiction, and individual perspective. Some may have a narrow view of spam, associating it only with illegal or malicious email, while others may not fully understand the broader concept of unwanted or irrelevant email. Evolving email marketing practices: The field of email marketing is continuously evolving, with new tactics and technologies emerging. What might have been acceptable email marketing practices in the past may no longer align with current best practices, leading to confusion. Lack of education: Some email marketers may not have access to comprehensive training or educational resources on best email marketing practices and spam regulations. They may not be aware of the potential consequences of spam-related activities. Some spam mimics legitimate emails Spammers may exploit legitimate email services to send their messages, making it more challenging for spam filters to block them. They can use compromised accounts or create free email addresses on well-known email platforms, making it difficult to distinguish between legitimate and malicious senders. You've conquered spam rates! Email spam rates present significant challenges to email marketers. High spam rates can lead to deliverability issues, damage sender's reputation, reduce email engagement, and result in legal and financial risks. However, with the right strategies in place, email marketers can mitigate these challenges and navigate the evolving landscape of email marketing. Maintaining list hygiene, obtaining explicit consent, personalizing content, implementing authentication protocols, and complying with regulations are all essential components of reducing spam rates and improving campaign success. Moreover, email marketers must stay attuned to the changing landscape of email marketing, leveraging technology and best practices to remain effective in reaching their target audience. In the future, email marketing will continue to evolve, with AI, privacy, mobile optimization, and enhanced personalization playing significant roles in shaping the industry. Adapting to these changes and maintaining a commitment to responsible and relevant email marketing practices will be crucial for success in the years to come. Prefer to have some expert help? Hire an email marketing consultant vetted by Mayple. We'll match you with the best one for your industry, in a matter of days!
a cell phone next to an email envelope
Email MarketingLocal Email Marketing Tips For Small BusinessesMore than 80% of all small businesses rely on email marketing as their marketing channel to drive sales and create brand loyalty among their customers. If you're not doing it yet, you're likely leaving money on the table. Here's the thing: email marketing can be confusing. Between tools, tactics, and strategies, it's easy to get lost in the web of information out there. And with the average office worker receiving 121 emails per day, how do you make sure your email stands out from the rest? We've put together a guide to help you with your local email marketing. Keep reading if you want to learn more and (finally!) get a grip on how to use email to fuel your small business. What is local email marketing? Local email marketing is a low-cost, highly efficient marketing channel local businesses can use to get their message directly to prospects in the surrounding area. (Source) Difference between local and traditional email marketing In essence, local and traditional (non-local) email marketing aren't that different. They both happen online, need email lists, and use email marketing software. However, there are some notable differences to be aware of too: Local contacts The first and most important difference is that local email marketing requires a segmented list of contacts geographically close to the business. This allows for targeted and relevant messaging based on location-specific information, such as upcoming events or promotions in the area. Smaller lists The second key difference lies in the size of the email lists. With local email marketing, the lists are typically smaller since they're confined to a specific geographic area or community. Businesses targeting a local audience thrive on the quality of relationships rather than the quantity of contacts. Higher level of personalization The local nature of this type of marketing allows business owners and email marketers to craft more personalized, direct emails that resonate with recipients, potentially leading to higher engagement rates. Smaller lists also make it easier to manage and track the performance of campaigns, providing valuable data-driven insights for optimizing future marketing strategies. (Source) More focus on announcements Unlike "traditional" email marketing, local emails are more focused on announcements (rather than promotions meant to drive direct sales). Some types of announcements you can incorporate into your local marketing strategy include: Monthly changes to the menuEvents you're organizingNew products just inNew wall artCollaborations with other local businessesSponsorship or participation in local eventsSeasonal deals or discountsCommunity-related news or updatesUpdates related to business hours or services due to local events or holidaysEmployee spotlight or introductionCustomer testimonials and reviewsInformation about loyalty programs or customer rewards What businesses can use local email marketing? Pretty much every small local business can benefit from using email marketing. Some examples include: BakeriesRestaurantsCoffee shopsBoutiques and retail storesSalons and spasGyms and fitness studiosLocal service-based businesses (plumbers, electricians, landscapers, etc.) Advantages of email marketing If you're wondering if it's worth investing in local email marketing, the short answer is "yes." Here's why: Building better customer relationships Local email marketing is an ideal tool for cultivating stronger customer relationships. Unlike large-scale email campaigns, local email marketing focuses on a smaller audience, allowing businesses to get to know their customers intimately. When they use personalized content that is relevant to the local community, businesses can demonstrate their understanding of their customers' needs and their commitment to the local region. This generates a deeper connection and trust between the business and the customer. Also, local email marketing allows businesses to regularly stay in touch with their customers, updating them on the latest news, products, or events. This consistent communication helps keep the business at the top of customers' minds, fostering loyalty and encouraging repeat business. Driving more sales Local email marketing is a powerful tool that can significantly boost sales for small businesses. The high level of personalization possible through this approach helps capture the customer's attention and cultivate interest in your offerings. Businesses can pique their customers' curiosity and potentially trigger purchases by providing up-to-date information about new products, services, or upcoming events. Moreover, local email marketing campaigns can feature special offers, discounts, or loyalty programs, incentivizing customers to make repeat purchases or even bringing in new customers through referrals. In essence, local email marketing drives immediate sales and lays the foundation for a sustainable, long-term customer base by fostering strong relationships built on trust and engagement. Achieving a higher ROI Of all digital channels, mail marketing brings one of the highest ROI (return on investment): $36 for every $1 spent. There are several reasons for this: It's low-cost. Local email marketing doesn't require a significant financial investment, making it accessible for even the smallest businesses.It's highly targeted. By sending emails to a segmented list of contacts, businesses can eliminate wasted spend on disinterested recipients and focus their efforts on those most likely to convert.It's trackable. Through email marketing software, businesses can easily track the performance of their campaigns, including open rates, click-through rates, and conversions. This data provides valuable insights for optimizing future marketing strategies.It's flexible. Businesses can easily modify and adjust their email marketing strategies to cater to specific goals or events, making it a versatile tool for any business. (Source) Bringing more in-store traffic As mentioned before, most local emails are focused on announcing events and in-store promotions, which can effectively drive more traffic to physical stores. By creating a sense of urgency and exclusivity around these events, businesses can encourage customers to visit the store to take advantage of deals or attend events. This drives sales and creates opportunities for in-person interactions and relationship-building. Learning more about your customers Local email marketing provides a unique opportunity for businesses to learn more about their customers. By keeping track of the responses and interaction rates to specific email campaigns, businesses can gain insights into the preferences and buying behaviors of their customers. This information can be instrumental in shaping future marketing strategies, product development, and service offerings. Additionally, businesses may use surveys or feedback forms within their email campaigns to directly gather customer opinions and suggestions. This two-way communication can help businesses fine-tune their operations to better cater to customer needs, ultimately enhancing customer satisfaction and loyalty. How to run local email marketing for a small business Running local email marketing campaigns can be overwhelming, particularly if you're a small business owner with limited time on your hands and a small team. However, it can be quite straightforward once you get everything set up. Here's where to start: Choose the right tool An email marketing tool is an application that enables businesses to plan, execute, and monitor email marketing campaigns. It is an essential tool for small businesses to communicate effectively with their customers or potential customers in an organized, efficient, and scalable manner. Email marketing tools allow you to: Craft professional-looking emailsSchedule them for optimal timesManage your contact listsAnd analyze the effectiveness of your campaignsAutomate your email campaigns (to save your time and ensure consistency) Investing in an email marketing tool can be a game-changer for small businesses. With proper utilization, it can help you reach a wider audience, create meaningful engagement, boost conversions, and foster customer loyalty, all of which contribute to your business's growth. There are many email software options available on the market, so, when searching for the right one, make sure it has the following features: (Source) Personalization Personalization in email marketing refers to the practice of targeting email campaigns to specific individuals by using data and information about the recipient. This technique is vital as it allows businesses to speak directly to the customer's needs and interests, increasing engagement and conversion rates. Design templates Design templates in email marketing are pre-formatted layouts that can be used for crafting emails. They are crucial as they save time, ensure consistent branding, and enhance the visual appeal of emails. This increases readability and engagement rates among recipients. Drag and drop A drag-and-drop interface in email marketing tools allows users to create and design emails by simply dragging and dropping elements into their layout without coding. This feature is crucial as it simplifies the email creation process, making it accessible even to those with minimal technical skills, and allowing for greater creative freedom and customization. Custom branding Custom branding in email marketing allows businesses to include their logo, color scheme, and other brand elements in their emails. This ensures brand consistency across all communications, reinforces brand identity, and enhances recognition and trust among potential customers. Analytics Analytics and reporting features will pro vide you with quantitative data on the performance of your campaigns, including open rates, click-through rates, and conversions. This feature is crucial as it helps businesses understand what works and what doesn't in their approach, enabling them to optimize future campaigns and achieve better results. A/B testing A/B testing involves trialing two versions of an email to see which one performs better. It's an essential feature, as it allows businesses to test various elements, such as subject lines or content layout, to optimize email effectiveness and increase conversion rates. (Source) Pro tip! When running A/B tests, remember to only test one variable at a time, such as your subject line, content, header image, and so on. If you need help setting up A/B tests that drive relevant insight, hire an email marketing consultant to help you with their experienced input. Segmentation Segmentation in email marketing is the practice of dividing your email subscribers into smaller groups, or "segments," based on specific criteria like demographics, buying behavior, or engagement levels. This tactic is crucial as it enables businesses to deliver more personalized and relevant content to their audiences, thereby improving engagement rates and boosting conversions. Form building Form building in email marketing refers to the creation of custom forms to capture audience data. It is crucial because it allows businesses to collect valuable information from subscribers, such as their interests and preferences, enabling the delivery of more personalized and targeted email content. Responsive design/ mobile-friendliness Around 41% of email recipients open and read their emails on their phones, which means you need to make sure your emails are optimized for mobile devices. Having a responsive design in your email marketing tool is crucial as it ensures that your emails look great and function well on different screens and devices. (Source) Create a signup form Signup forms are how you capture email contact information. You can create them with a form builder (like Typeform, 123FormBuilder, or Google Forms) and embed them on your website, social media platforms, or use them as a link in email signatures. Consider trying different form types (such as pop-ups, embedded forms, and sliders), experimenting with their placement on your site, and optimizing copy to attract more subscribers. Many email marketing platforms also come with signup form capabilities, making it easy to create and integrate a form with your email database. Some email marketing tools also offer pre-designed templates for signup forms, streamlining the process even further. Build your email list Once you have an email tool and a signup form, it's time to grow your email list. Here are some ways you can build a robust and engaged email list: Online marketing tactics You can use online marketing tactics like social media and search engine optimization (SEO) to drive traffic to your website or landing page, where you can showcase your email signup form. You can also include links to your form in your social media bio, posts, and stories. Offline/traditional marketing tactics Don't neglect traditional marketing tactics, as they can be an effective way to reach people offline and direct them to your online presence. Consider including a link or QR code for your email signup form in business cards, brochures, flyers, and other physical marketing materials. Also, encourage subscriptions when people are in store, host local events, and take the opportunity to capture email contacts after business transactions. Don't neglect partnering with other businesses to cross-promote each other's email lists; this can be an effective way to reach new audiences. Segment your list into different groups Email segmentation is essential because it allows you to personalize your content and deliver relevant, targeted messages to specific groups of subscribers. (Source) Here are some common ways you can segment your email list: By demographics Segmenting based on demographics allows businesses to target audiences with similar characteristics, such as age, gender, location, income level, and more. By interests or preferences Segmenting by interests or preferences involves grouping subscribers based on their hobbies, likes, and dislikes, or specific products or services they have shown an interest in. This enables businesses to deliver highly targeted and relevant content that resonates with each subscriber. By engagement levels Segmenting by engagement levels involves dividing your audience into groups based on how frequently they open, click, and interact with your emails. This tactic helps you identify highly engaged subscribers who are more likely to convert and those who may need re-engagement efforts. Types of emails you can send There are many types of emails you can send to your subscribers, depending on your business goals and audience. Here are some common types of emails: Welcome emails Welcome emails are the first email your subscribers receive after signing up for your email list. They are a great opportunity to introduce yourself, set expectations, and provide value. Promotional emails Promotional emails are used to promote products or services, offer discounts or deals, and encourage purchases from subscribers. Newsletters Newsletters typically contain curated content such as blog posts, industry news, updates, and tips relevant to your audience. They are a great way to keep subscribers engaged and informed. Transactional and post-purchase emails Transactional emails are sent in response to a specific action or transaction made by the subscriber, such as order confirmations, shipping notifications, and account updates. These emails have high open rates and can also be used for personalized cross-selling or upselling opportunities Re-engagement emails Re-engagement emails are messages you send to inactive subscribers who haven't opened your emails in a while. Some examples include offering an incentive or asking for feedback to re-engage them and bring them back into the fold. Special event emails There are plenty of events your local business can tap into to drive more in-store traffic and sales. BFCM emails (Black Friday and Cyber Monday) are just the tip of the iceberg; you can also send emails for holidays, seasonal sales, and other special events to keep your subscribers engaged and up-to-date. Examples include St. Patrick's emails, Mother's Day emails, and so on. Choose your email design There are two main ways to design marketing emails: Plain text (HTML-free) emailsHTML emails with design elements such as images, colors, and formatting. Both approaches have their pros and cons. For example, plain text emails can feel more personal and less overwhelming to busy inboxes; however, HTML emails allow for more creativity and branding opportunities. Consider testing both formats to see which resonates best with your audience. Whichever style you choose, make sure your emails are visually appealing, easy to read and navigate, and optimized for mobile devices. Also, keep in mind email design best practices such as using a clear call-to-action (CTA) above the fold (the first part of the email), including alt text for images, and avoiding too much clutter or excessive use of fonts and colors. Track your results One of the best parts about local emails is that you can track your results quite easily. Most email marketing tools offer robust analytics and reporting features that allow you to measure key metrics such as open rates, click-through rates, conversions, and more. Use this data to improve your email campaigns and achieve better results constantly. Some of the email metrics you can measure include: Open rate: how many people in your list opened your emailClick-through rate (CTR): how many people in your list clicked on your email linkBounce rate: how many emails were not delivered in a given campaignUnsubscribe rate: how many contacts unsubscribed (compared to the total number)Conversion rate: how many conversions your emails drove, out of the total number of deliveriesIn-store visits: how many people visited your store/office after reading the email (measured by running quick polls with visitors) (Source) Challenges of local email marketing Local email marketing is a great way to promote your business, but it does come with its own set of challenges. Here are some common challenges you may face when implementing local email marketing: Building a subscriber list As a local business, gaining subscribers can be a challenge, especially if you don't have an established online presence or customer base. Consider offering incentives or partnering with other businesses to expand your reach and grow your list. Delivery issues Delivery issues in local email marketing often stem from a variety of factors. The most common issue is the presence of poor-quality email addresses in your subscriber list. This can occur due to typographical errors during the subscription process or the use of temporary or fake email addresses. Another significant factor affecting email deliverability is the sender reputation. If your previous emails have been marked as spam or have had a high bounce rate, Internet Service Providers (ISPs) might block or direct your emails to the spam folder. Lastly, compliance with email laws and regulations like the CAN-SPAM Act and GDPR is crucial. Non-compliance can lead to emails being filtered out by spam filters, blocking your communication from reaching your subscribers' inboxes. Always ensure that your local email marketing strategy adheres to these regulations and best practices to minimize delivery issues. Design problems Design is a crucial aspect of email marketing, and local businesses often face several design-related challenges. One common issue is the lack of consistency in design and branding across different campaigns. Consistent branding, which includes the use of company logos, color schemes, and typography, is vital to make the emails instantly recognizable to subscribers. Also, complex layouts with too many graphics can make an email look cluttered, confusing the reader and distracting them from the primary message or call-to-action. Another significant problem is the lack of mobile optimization. With increasing numbers of users checking their emails on mobile devices, emails not optimized for mobile can be hard to read and navigate, leading to poor user experience and low engagement rates. Top 12 local email marketing best practices Need more tips to guide your local email marketing strategy? Here are 12 best practices that can help you make the most out of your campaigns. Show expertise Email is a great channel to show expertise, whether by sharing industry news, tips, tricks, or other relevant information. This can help build trust with your subscribers, establishing you as a reliable source of knowledge in your field. For instance, if you run a plumbing business, you could use your email marketing to share tips and tricks on maintaining household plumbing systems or common DIY fixes for minor issues. Likewise, if you run a local restaurant, you could share recipes or cooking techniques to give your subscribers a taste of your brand's expertise. Stay personal Personalization is key in local email marketing because you're communicating with people in your community. Digital channels can feel cold and distant, and email is a great way to bring that "mom-and-pop business" tone of voice back into your online marketing efforts. Use segmentation, local language, and references to local events to make your emails feel more personal and relatable. (Not a local business, but a great example of personalization that can be applied to local businesses) Ask for feedback Want to grow your small local business? Asking your subscribers for input! You may not get answers from everyone on your list, but your loyal customers will be more than happy to share their suggestions with you. Also, take complaints as an opportunity to improve, too. Nobody's perfect, but aiming to be better is a great way to keep on growing as a small business. Localize your subject line Keep your subject line local with language and references, as it makes people more likely to open your emails. Rainy day? Bring that into your subject line. Local city council running an event? Or maybe the main street was unusually crowded today? Bringing these things into your subject line builds rapport with people, and shows you are genuinely involved in the community. Leverage user-generated content (UGC) User-generated content is content created by your customers, such as reviews, social media posts, or images. Incorporating UGC into your email marketing can make your campaigns more authentic and relatable to local subscribers. It also acts as social proof for your business and can help build customer trust and loyalty. Make it easy for customers to subscribe If you want to grow your email list, you must ensure it's really easy for people to subscribe. Make your signup form accessible, and don't ask for too much detail. A name and an email address should be more than enough to get started. Also, consider adding a signup option on your website's homepage and social media pages to capture more subscribers. Stay compliant It's easy to fall into the trap of thinking you're just a small local business and you don't have to worry about email regulations. However, compliance with laws and regulations like the CAN-SPAM Act and GDPR is crucial for all businesses, regardless of size. Non-compliance can lead to hefty fines and damage to your brand's reputation – not to mention hefty fines if someone decides to file an official complaint. Run regular promotions Email marketing is an excellent channel for promoting your products or services. Consider running regular promotions and exclusive discounts for your email subscribers to keep them engaged and returning. You can also use emails to announce new products, services, or special events happening at your business. Maintain data hygiene As boring as it may sound, keeping your email list clean and tidy is crucial for the success of your campaigns. Regularly clean up your list by removing inactive or incorrect email addresses, and segment your subscribers based on their engagement levels. This will help improve deliverability and ensure that your messages are reaching the right people at the right time. Include a clear CTA This might come without saying, but you'd be surprised how many email campaigns forget to include a clear call-to-action (CTA). Without a CTA, your subscribers won't know what action you want them to take, and your campaign's goals will not be met. Your CTA should stand out, be concise and instructive, and placed in an easily noticeable location within the email. Always test your emails Don't rush to click that "send" button before you run a quick test send. Doing this helps ensure that they appear and function correctly on different devices, email clients, and browsers. It's also an excellent way to catch any typos or errors before you send the final version to your entire list. Stay consistent ... Across the board. Your design, tone of voice, and email recurrence should all be consistent to build a strong brand image and customer trust. This also applies to the frequency of emails. Don't send too many or too few, as both can negatively impact your engagement rates. Find a balance that works for your business and stick with it consistently. From agora to inbox: keeping local matters on locals' radars In Ancient Greece, the agora was the central meeting place where people gathered to exchange news and ideas, as well as conduct business. The issue with using the same news delivery system in the 21st century is that communities are (generally) much larger, and businesses are noisier (and larger in number too). Your customers' email inboxes can serve a similar purpose – with the added convenience of being able to reach people's attention directly. By creating engaging and personalized email content, you're essentially bringing a mini agora into your subscribers' inboxes. This allows you to keep local matters top-of-mind for your customers and foster a sense of community within your email list. So, what are you waiting for? Have you started building your local email list yet? If you need help, let us know. Contact Mayple and we'll match you with an affordable, efficient, vetted email marketing agency to help you get things off the ground. We'll have you working together in less than three days.