Online marketing is a constantly changing ball game. Just because your strategy was successful 6 years or even 6 months ago doesn’t mean that it’s still a good strategy today. Laws, devices and the way people use email are changing all the time and if you don’t keep up, you run the risk of being left behind. In this article, we’ve rounded up a few things that every user of business email marketing needs to be aware of in 2018.
You’re probably already fed up with hearing about the GDPR but it’s well worth keeping in mind when you’re building business email campaigns. Essentially, it means that you’ll either need to have explicit consent for sending an email or a good reason for sending the emails without this consent. It also means that the amount of marketing that can be done to personal email addresses will be reduced. If you’re not on top of consent and don’t know how and why you first obtained your users’ data, now is the time to change that. Don’t hesitate to speak to an expert about the GDPR if you’re worried about the impact it could have on your business.
Be as specific as you can
Big blasts to your entire database are boring and don’t make the best use of your marketing resources. If you know what product your prospects are interested in, who they are and what they do then use this information to customise the message you’re sending them. Most business email marketing tools will allow you to segment your customer lists using this type of information, so make sure you put a plan together that allows you to take advantage of this ability. If you’re not sure how to make the most of this data, then consider getting some outside help.
Test, test and test again
Just because the email displays fine on your desktop computer, doesn’t mean that it’ll look good on a mobile phone or even in a different email system. Use your service’s analytics functionality to discover which devices and software people are using to view your emails and test everything you send accordingly. If you can’t make your emails display perfectly in every piece of software, then make sure you concentrate on the ones that most of your recipients use.
Hopefully, this advice will help you to run more successful campaigns in 2018 that will drive business and boost your bottom line.