How to Set Email Marketing Goals and Build Trust With Your Subscribers
Find out how you can use your mass email service among other resources to create impactful campaigns
Now more than ever, the average consumer has knowledge of marketing campaigns and how they work. Especially when it comes to email marketing. By 2021 it is very likely that most people on your address list will have seen almost every type of marketing email out there. Because the target audience knows what to expect, email marketers have to find ways to set themselves apart from other brands and build the trust of the recipients. With the right mass email service, you can easily pull your metrics and see which of our strategies to use in your next campaign. Before you start your next Gmail mass email campaign, keep reading to find out how to build trust in your audience.
- Use A Mass Email Service to Pull Comprehensive Metrics
Since email marketing is constantly evolving, it is important to keep a close eye on on the metrics from your mass email service
Your audience’s behavior is your most valuable resource in marketing.
When it comes to email marketing, your metrics are everything. If you aren’t aware of your average open rates or your average unsubscribe rate, there isn’t much you can do to adjust your messages or strategy.
If you aren’t already using a mass email service to pull your metrics, you need to find a service that works best for your marketing needs and your budget. These metrics help point to the part of your strategy that needs some work. For example, if your open rate is low, it is safe to assume that you need to do some work on your subject line. Why is this? Because if recipients are not opening your messages, there is likely an issue with the first thing they read — your subject line.
Overall, if you haven’t been keeping a close eye on your metrics, now is the time to start.
- Schedule Regular Send Times
Use your mass email service to optimize your send time and up your click-to-open and click-through rate
Seasonal campaigns can pull impressive metrics.
Another important aspect of email marketing is when you send your messages. If you’ve been struggling with click-to-open rates and click-through rates, timing could be another strategy to explore. It is important to send your messages when your audience is online and interested in checking their email. This will depend on your audience and the purpose of your message.
For example, emails containing offers or promotions will do better on the weekends, whereas emails targeted toward professionals do better Monday-Thursday. There are also other factors like time of day and seasonal promotions that you should pay attention to when planning future campaigns.
Though there is not a one-size-fits all solution for the best time to send emails, it is definitely worth taking a second look and making adjustments if you haven’t been getting the metrics you want.
- Focus on Transparent Email Marketing
Transparency is key, especially as audiences become more tech savvy
Give your audience the opportunity to subscribe or unsubscribe.
As we mentioned before, consumers are more aware of email marketing tactics than ever. That means that marketers have to constantly adapt to new ways to offer something of value to their audience.
These days, the old tricks just don’t work any more when it comes to mass emailing. For example, automatic opt-ins and hidden unsubscribe buttons may seem like good marketing techniques, but they will actually diminish your recipients trust. Imagine, trying to find a hidden unsubscribe option to no avail — you are likely to either delete or report the message as spam. And, as any good email marketer knows, avoiding the spam folder is a top priority and building trust with your email marketing audience is one of many ways to help your emails perform better.
- Consistently Monitor Your Address List
Some mass email service automatically verify legitimate and active addresses
Out of date addresses hurt your domain reputation.
One of the biggest, and most common mistakes that happen when it comes to email marketing is neglecting your address list. It takes a lot of work to gather addresses, but the work doesn’t stop there. Every time you begin a new campaign, it is especially important that you reevaluate your address list. There are third party programs that can execute this, and in some cases mass email services can do this automatically.
No matter how you verify your addresses, it is important to do it on a regular basis. Otherwise, you will end up sending messages to out of date or nonexistent addresses, which will hurt your domain reputation.
- Make Your Email Content for Everyone
Speak to a wider audience while building trust with your recipients
Accurately represent your customer base.
Though this strategy may sound obvious, it is essential to email marketing and all advertising initiatives in the future — people want to see themselves in your content. When people can identify someone like them in a message, they are more likely to engage and click through to your site. This means making your messages inclusive to all people of color, gender identities, ages, and people with disabilities. When people click on your message, they will immediately be able to tell that you prioritize your brand inclusion. The more people see themselves in your messages, the more likely they are to trust your brand.
These are just a few of the ways that you can earn your audience’s trust and set new marketing goals for the coming year. If you are having difficulty understanding why your emails aren’t getting the metrics you are looking for, you might want to switch mass email services or reexamine your address list. If you complete the 5 steps we listed, you will have an excellent foundation to build a campaign. And remember, the old mass email tactics are likely to send you right to the spam folder, so take a step back and focus on being straightforward.