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Choose the best ESP for your needs
“Before you start emailing, it’s vital that you choose the best email service provider (ESP) for your business,” Engelbrecht said. “An effective service provider should offer both online and telephonic customer support and training, and provide all the tools and tutorials necessary to help you easily create a campaign. Your ESP should also offer a pricing plan that fits your budget, and have a reliable sending infrastructure with multiple high-speed connections and hardware redundancies, so you can send at any time or volume.”
Build a relevant list of contacts
“The mailing list is the most important element in the success of your email campaigns,” Engelbrecht said. “Responsible email marketing is based on permission, and a permission-based list built by yourself always yields the best results since you’re providing people with content that’s relevant and interesting to them.”
Leverage contact data for better targeting
“Sending irrelevant or generic emails can be risky, as these may provoke recipients to ignore your messages or mark them as spam,” Engelbrecht said. “Since subscribers have individual likes, as your list grows it becomes important to identify groups that share similar interests and use segmentation (the practice of clustering addresses) to improve your results, by sending appealing content targeted to their specific wants. Businesses can improve results by combining email marketing with social media profile data.
“This in turn is likely to increase your open and click-through rates, improve website conversions and even sales derived from promotional mailers,” Engelbrecht said.