Answering YOUR Email Marketing Questions

No, email marketing is not dead. And yes, personalised emails are more effective than generic emails.

But, let us choose the road less travelled today.

This article isn’t about the same old email marketing FAQs or the benefits of personalised emails—been there, done that.

Instead, we’ve handpicked five questions straight from you that cut to the chase. But be mindful that these questions aren’t just about email marketing; they’re about showing you the ropes on how to practically wield email marketing to your advantage. 

Let’s answer some questions and dish out the nitty-gritty on how to make email marketing work for you!

1. Why shouldn’t I buy email lists?

Here are a few problems buying email lists will cause you:

• It violates data privacy laws.
• They often contain outdated or inaccurate information.
• Sending unsolicited marketing emails can and will damage your email sender’s reputation and brand image.

When you buy an email list, you’re getting a bunch of email addresses, but you don’t know if those people want to hear from you. Some might get annoyed or upset because you’re sending them emails they didn’t ask for.

That’s why it’s better to build your own email list.

That way, you’ll have a list of people who are genuinely interested in what you have to offer, and you can send them emails they’ll be happy to receive.

2. What are some best practices for writing better email subject lines?

Crafting effective email subject lines is crucial since they serve as the initial impression and decisive factor for open rates. So follow these best practices:

• • Understand your audience to tailor subject lines effectively.

• • Avoid misleading and clickbait subject lines; set clear expectations.

• • Keep subject lines concise and engaging.

• • Infuse your brand’s personality for authenticity.

• • Exercise caution with emoji usage.

• • Pose questions to spark curiosity.

• • Incorporate numbers for impact.

• • Use personalisation judiciously to prevent overuse.

• • Turn email subject line A/B testing into a regular practice.

• • Enhance impact with well-crafted preview texts.

3. Should I use first names while creating my email marketing campaigns?

The decision to use recipients’ first names in personalised email campaigns hinges on strategic placement—in the subject line or email body. 

But first, consider daily conversations: While using someone’s first name grabs attention, incessant repetition becomes off-putting. Similarly, in emails, leveraging first names can be effective for ensuring attention but risks appearing unsettling if misapplied. Context is paramount.

And this falls under the category of “overusing personalisation”.

Using first names for email personalisation can work so well when you want to make absolutely sure you get the recipient’s attention. But beware of the context and what you’re trying to achieve unless you want to be known as “that weirdly sinister brand”.

Balancing personalisation with tact will ensure your email campaigns resonate positively with recipients.

4. What’s my ideal email marketing frequency and how do I find it?

The truth is there isn’t one single ideal email marketing frequency. Your ideal email sending frequency depends on your industry dynamics, brand, and audience.

But regardless of those parameters, excessive emailing can lead to subscriber fatigue, increased unsubscribes, spam complaints, and reduced engagement. You just need to find where that limit lies for you. To find the right balance:

• Define your goals: Clearly understand the purpose of your email campaigns, whether it’s driving sales or directing traffic to your blog.

• Know your audience: Recognise the stages of the buyer’s journey (Awareness, Consideration, Decision) and tailor your messages to each stage, adjusting frequency accordingly.

• Test different frequencies: Experiment with sending emails weekly to one group and twice a month to another. Analyse results to discover the optimal frequency for better engagement.

• Monitor engagement metrics: Keep a close eye on certain email marketing KPIs like open rates, click-through rates, and conversion rates. Identify trends over time to pinpoint the frequency that maximises engagement while avoiding fatigue and unsubscribes.

5. How can I measure the success of my email marketing strategy?

You can measure the success of your personalised email marketing strategy by leveraging data for precision. Tracking specific email marketing KPIs provides insights into the performance of elements like subject lines, content, and design. This detailed feedback enables data-driven decisions, empowering you to optimise future campaigns.

Additionally, analysing email analytics enhances your understanding of the audience by revealing preferences, behaviour, and engagement levels. This knowledge allows tailored messaging, significantly boosting relevance and effectiveness.

Moreover, email marketing KPIs serve as an early warning system, helping you detect issues or trends that could impact campaigns negatively. Proactively monitoring metrics facilitates timely adjustments, preventing potential damage to your sender reputation and ensuring overall campaign success.