Do you have a list of emails from customers or clients just sitting around? Have you thought about sending emails but don’t know where to start? If so, then this video is perfect for you. I’m going to go through some key best practices and tips to make sure you get started with confidence.

Email marketing has been and still is one of the most powerful methods for connecting with current and prospective customers directly. With the immediacy of social media, you might think it has overtaken email as the fastest way to reach new and current customers.

But the truth is an average of 21% of emails are opened within the first hour. And this is only further backed up by the fact that most people check their email at least 12 times a day.

The takeaway here is, email is a fast and effective way to reach your audience.

Now, for some important best practices.

To get the most out of your email marketing efforts keep the following in mind: Always use an Email Marketing Program!

Use a program like MailChimp, ConstantContact, ConvertKit, or something similar for sending marketing emails. When you send marketing emails out of your regular email inbox there can be deliverability issues and you may violate regulations set the CAN-SPAM act. Which if you don’t know, is…

“any electronic mail message, the primary purpose of which is the commercial advertisement or promotion of a commercial product or service,”

…for example, a message to former customers announcing a new product line – must comply with the law. It’s not hard to comply, especially when using on an email marketing program.

Be Consistent in Your Style & Structure
This will make your email feel familiar and further build your brand image.

Personalize your emails
Send emails made for humans, use a person’s name in your email’s subject line or body text or segmenting your list to send certain campaigns to certain subscribers.

Incorporate Strong Visuals
No one wants to be greeted by a wall of text in their inbox, make sure your emails include graphics and photos that aesthetically please your audience.

Track Your Open & Click Rates
Your open rates and click rates are an indicator of how your audience is responding to your email’s content. Open rates should fall between 20-30% with click rates of 2-3%. You should be checking these after roughly 1, 3, and 7 days after sending.

Now that you know what to do and don’t do… what should go in an email?

Nearly anything is acceptable but remember that ultimately, your emails depend on your brand and what your clients are looking for.

Try things like:

• Seasonal Products
• Highlighting Services
• Promotions and Special Offers
• Upcoming Events (like a new exhibit, an open house, a sale or even a fundraiser)
• Industry resources and tips are always good

Long story short, if you’re looking to connect with your audience, email marketing is a great way to expand your marketing without overhauling your budget.