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Email Marketing–What you need to know!

Updated: Mar 2, 2022

Email marketing is one of the most effective marketing strategies for your business.

According to Statista, there were 3.9 billion email users in 2019, a number that is estimated to grow to 4.3 billion by the year 2023–nearly half of the world’s population. Although there are many ways to get information about your business out to the public (Google ads, social media, radio, billboards) reports 49% of consumers saying "they were happy to receive promotional emails on a weekly basis" from their favorite brands!

That said, they advise the following:

"Although customers might be happy with emails weekly, 35% of marketers send between three and five emails per week – so we [] recommend checking in with customers on your list every once in a while to be sure that they’re receiving the amount they’re happy with."

Email marketing is beneficial to both business and customers for many reasons.

  • It is cost efficient

  • It allows businesses to promote articles, blog posts, and other content

  • It increases link shares

  • It increases a business's social media by offering them another reminder to social media channels

To increase the success of an email marketing campaign it is also important to make sure your business includes the following elements:

  • An interesting subject line

  • Colors, high-resolution images and a feel that matches your company’s brand.

  • Content that is helpful and to the point

  • Grammatically correct text

  • Fresh content (don’t be afraid to include humor)

  • A call to action. What do you want the readers to do after reading the email? Make it clear how you want them to respond.

  • Sharp design to bring readers in.

  • Mobile friendly emails

Create your Idea, develop your plan, and take action!

It is also important to know what NOT to do:

  • Do not forget to look at analytics. Track how many customers open each email, what link they click, if it is forwarded.

  • Being inconsistent. Whether it is once a week, once a month or once a quarter. Sporadic emails will lead to an inconsistent message and low readership.

  • Do not over communicate. Spamming your customers too much and they will unsubscribe.

It is also important to understand what is happening when the emails do not get to their intended destinations. One important term is “hard bouncing” and “soft bouncing.” A soft bounce is an email that could not be delivered for temporary reasons. Possible reasons are a full inbox, or the file is too big. If this happens the email provider may try to continue to deliver the email for the next few days. If these addresses keep popping up, you may want to remove them. A hard bounce is an email that could not and will not be deliverable. Possible reasons include the email address is fake, the email domain is not real, or the email recipient’s server won’t accept emails. These email addresses should be removed from your list. Businesses should try to keep their bounce rates under two percent. Keep your email marketing engaging, to the point, and visually pleasing and it will benefit your business in many ways. Sites referenced:

If you have any questions please let me know!

Sarah Gray of HMG

Sarah Gray


Content Guru

"I want to tell your story!"

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