10 Best Practices to Nail a Bulk Email Marketing Campaign

Intro

In 2021, there were 4 billion daily email users, which is expected to climb to 4.6 billion by 2025. Unsurprisingly, designing and executing successful email marketing campaigns remains central to any business's marketing strategy.

With the help of email marketing, you can acquire new customers and retain existing ones. You can also promote your products and services and increase sales revenue. Bulk email services enable you to send large emails to reach people at scale. You can even enroll your users in an automated sequence to send them reminders about upcoming sales and offers or before new product launches.

Email marketing can expedite your business growth, but there's a catch - you need to know the best practices to nurture customer relationships. This guide takes you through the best practices of utilizing email campaigns to drive sales and will also help you understand how to choose the right bulk email solution.

Define and segment your target audience

To identify and define your target audience, you should consider the following questions:

• Are you designing the email campaign for potential customers or existing buyers?
• In case they are existing ones, then how many times have they purchased them before?
• Which age group you're targeting with the particular email campaign?
• What are the interests of the users you're targeting?
• Which category of your products/services would be most relevant and appealing to the email subscribers?

Answering these questions would help you segment your users and divide them into groups and sub-groups accordingly. Henceforth, you can design relevant email campaigns that suit different groups' interests. Also, it would increase the likelihood of email conversion in the long run.

Create engaging email campaigns

Be it the intriguing subject line, images/graphics, content, or email design, everything plays a crucial role in determining the success or failure of your email campaign.

What matters is how you grab the recipient's attention and hook them to the last information you want to share. Furthermore, drive in the required action from their end, such as a sale, subscription, or any other. Remember to keep the copy clear, persuasive, and personalized as per defined segments. It must point toward the end goal, the call-to-action (CTA).

Also, ensure the mobile-friendliness and responsiveness of your email templates. It must adjust to the different screen sizes so the recipients can view the content easily. Mobile optimization is something you cannot afford to miss!

Plan the frequency of your bulk emails

The timing and frequency both affect the email open and click-through rates. Ideally, schedule an email campaign when your users are most active and likely to check their inboxes. Look out for when the users engage the most with your emails. Also, you must not push off the recipients too frequently, as it can adversely affect email performance. Users may unsubscribe or even mark their emails as spam.

A/B testing will help you identify your email marketing campaign's optimal time and frequency.

Monitor email performance

It's important to assess the impact of your email marketing strategy regularly. It will give you insight into which methods are successful and ineffective with your target audience.

You can track and monitor the performance using metrics like email open rates, click-through rates, and conversion rates. Automated tools are also available to provide deeper insights into the campaign's performance.

Maintain email list hygiene

It's usually considered one of the best practices to filter the email list occasionally. You must remove inactive and invalid email addresses. Also, update the list at regular intervals.

Neglecting email list hygiene can increase bounce rates, lower deliverability, and more spam complaints.

Incorporate unsubscribe option

If you do not incorporate an unsubscribe option, it can lead to spam complaints, thus damaging your brand's reputation altogether.

It is often recommended to incorporate an opt-in form or double opt-in process, as it will ensure that your subscribers have been permitted to receive your emails.

Hence, the emails must have a clear and visible unsubscribe option. It will reduce the likelihood of your emails being marked as spam and improve email deliverability.

Avoid using spam trigger words

The spam trigger words like "free," "buy now," or "discount" can trigger spam filters, thereby preventing your emails from reaching the subscribers' inboxes.

It is suggested that you should avoid using such words or strategically include them. It will help improve your email deliverability and increase the campaign's effectiveness.

Stay compliant with the law

Using purchased email lists must be strictly avoided. You must only send unsolicited emails to people permitted to receive them.

Also, the emails shouldn't contain any deceptive or misleading information. It can lead to legal issues as well as damage brands' reputations.

Overloading subscribers' inboxes with fewer emails can also result in more unsubscribes. The goal should be to strike a balance and share the right information at the right time.

How to choose the ideal bulk email solution

If you're sending bulk emails, you must weigh several factors to choose the right bulk email service provider.

Here are some of the important factors to consider:

• Deliverability
• Features
• User-friendliness
• Customer support

Once you've evaluated these, the next step is to compare specific email service providers like Omnisend, ActiveCampaign, Mailchimp, TinyEmail and etc. For instance, understanding how ActiveCampaign and TinyEmail differ in the above - mentioned areas can guide you to the right choice.

A good email service provider can help you enhance the effectiveness of your email marketing campaigns.

With the onset of AMP technology that helps you create interactive and engaging emails with higher click-through rates and conversion rates, it becomes important to check if the tool supports AMP emails or not.

Conclusion

While best practices can only be learned with time, we still hope that the above-stated do’s and don'ts of bulk email campaigns help you to create successful email marketing campaigns and further, achieve your marketing goals.