Your Best Season Yet! 5 Best Practices of Email Marketing

This is the first in a series of three articles on how to have your best sales season possible.

One of the ways to make the upcoming vacation season your best yet is to utilize the full potential of email marketing. Unlike text messages and social media interactions, emails are viewed as being less intrusive and the most direct way of communicating with people who are interested in your services.

If you want to build an effective email marketing plan, then adhering to the industry’s best practices is the best way to maximize results and strengthen the sender/recipient relationship. To provide some guidance, we’ve selected five of the most crucial best practices to follow with your email marketing strategies.

1. Straightforward copy.  Most people do not want to read email content that’s filled with sales-pitch verbiage and industry jargon. Your mailing list wants to know how you can help, so you’d better get to the point fast. The copy shouldn’t be so short that it’s unclear or confusing, but it should definitely not be too long either. A nice balance of being helpful, brief, and fun is crucial. 

2. Interested audience. It seems simple, but you don’t want to be sending emails to people who don’t want them. Perform regular list cleanings to get rid of unresponsive or uninterested email recipients. Segment mailings to reach the most relevant group. And remove those with vacation reservations if you’re sending an email that’s encouraging bookings. The goal is to cultivate a database of recipients who are raving fans of your company.

3. Use clear call-to-actions. If people want to follow through to a landing or search page, it should be clear what they are selecting. No one likes to be tricked into clicking or selecting a link accidentally or to be sent to an irrelevant page. That’s an easy way to generate mistrust and to anger or frustrate a reader. There should also be enough links in the email that they’re easy to find, but not overwhelming.

4. A/B testing. An easy way to fall behind is by not testing your emails to see what works. You should be experimenting with various subject lines, headers, call-to-actions, property layouts, and more. You can hypothesize, but there’s only one way to know for sure: test!

5. Mobile is No. 1. More than half of all emails are now opened on a mobile device. That number will continue to increase as more devices are purchased. If you aren’t sending responsive emails, then you’re not doing all you can to reach a large segment of people.

Email design and strategy are constantly evolving, and you need someone on your side who is willing to innovate, adapt, and produce results. Find out how the Encore Managed Email Marketing program is the best solution for you.

Next in the series: What You Need To Know About SEO Strategies