{"id":215527,"date":"2021-03-31T12:11:28","date_gmt":"2021-03-31T09:11:28","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/5-dos-and-donts-of-email-marketing-in-2021\/"},"modified":"2021-03-31T12:11:28","modified_gmt":"2021-03-31T09:11:28","slug":"5-dos-and-donts-of-email-marketing-in-2021","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/5-dos-and-donts-of-email-marketing-in-2021\/","title":{"rendered":"#5 Dos and Don\u2019ts of Email Marketing in 2021"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a25da23ee1ae\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a25da23ee1ae\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/5-dos-and-donts-of-email-marketing-in-2021\/#What_to_do\" >What to do<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/5-dos-and-donts-of-email-marketing-in-2021\/#DO_%E2%80%93_Use_human-centric_language\" >DO \u2013 Use human-centric language<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/5-dos-and-donts-of-email-marketing-in-2021\/#DO_%E2%80%93_Create_holiday_promotions\" >DO \u2013 Create holiday promotions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/5-dos-and-donts-of-email-marketing-in-2021\/#DO_%E2%80%93_Invest_in_a_good_ESP\" >DO \u2013 Invest in a good ESP<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/5-dos-and-donts-of-email-marketing-in-2021\/#DO_optimize_your_emails_for_mobile\" >DO optimize your emails for mobile<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/5-dos-and-donts-of-email-marketing-in-2021\/#DO_hire_an_email_marketing_agency\" >DO hire an email marketing agency<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/5-dos-and-donts-of-email-marketing-in-2021\/#What_not_to_do\" >What not to do<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/5-dos-and-donts-of-email-marketing-in-2021\/#DONT_annoy_your_audience\" >DON\u2019T annoy your audience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/5-dos-and-donts-of-email-marketing-in-2021\/#DONT_send_the_same_thing_to_everyone\" >DON\u2019T send the same thing to everyone.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/5-dos-and-donts-of-email-marketing-in-2021\/#DONT_send_without_a_strategy\" >DON\u2019T send without a strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/5-dos-and-donts-of-email-marketing-in-2021\/#DONT_forget_the_legalities\" >DON\u2019T forget the legalities<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/buradabiliyorum.com\/en\/5-dos-and-donts-of-email-marketing-in-2021\/#Wrapping_Up\" >Wrapping Up<\/a><\/li><\/ul><\/nav><\/div>\n<p>&#8220;<strong>#5 Dos and Don\u2019ts of Email Marketing in 2021<\/strong>&#8221;<\/p>\n<div class=\"entry-inner\">\n<p class=\"opener\">Last year, Cyber Monday sales reached over <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.cnbc.com\/2020\/12\/01\/holiday-2020-shoppers-spend-10point8-billion-on-cyber-monday.html\">$10 billion<\/a> in the U.S alone and in 2021, it\u2019s predicted that the number of online shoppers will increase by 1.32% to <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.oberlo.com\/statistics\/how-many-people-shop-online\">230 million<\/a>.<\/p>\n<p>There\u2019s no doubt about it \u2013 eCommerce is growing faster than ever. And email marketing is a vital aspect of that growth. So if you\u2019re looking to expand your eCommerce business or even just improve your current email marketing program, here are some tips to help you create truly impactful email marketing campaigns in 2021.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_to_do\"><\/span>What to do<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"DO_%E2%80%93_Use_human-centric_language\"><\/span>DO \u2013 Use human-centric language<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In 2020, we realized the true power of humanity. If you want your customers to form a real connection with your brand and keep returning to your site, you should ensure that all your email marketing campaigns have a human touch. Use simple, relatable language, write with a friendly tone and make your message absolutely clear. Unless it\u2019s for an incredibly specific audience, your campaigns should be free of jargon. And if the campaign is to communicate a discount or special offer, the mechanics should be incredibly easy to follow.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"DO_%E2%80%93_Create_holiday_promotions\"><\/span>DO \u2013 Create holiday promotions<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The way we celebrate special occasions and send gifts has changed in the past year. Now, E-Gift cards and online promotions are a wonderful, safe way to help your customers enjoy the holidays and increase your ROI. Choose days that are <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ropriate for your specific brand or service and begin planning your campaigns as far in advance as possible. It\u2019s also worth reviewing what your competitors have done in previous years to help you create an offer that will really stand out.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"DO_%E2%80%93_Invest_in_a_good_ESP\"><\/span>DO \u2013 Invest in a good ESP<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>With more consumers turning to online shopping than ever before, it\u2019s imperative that you have effective cart abandonment and browse abandonment email flows in place for customers who leave your site before purchasing.<\/p>\n<p>In a study conducted by Barilliance, it was found that sending a cart abandonment email within 24 hours could help recover up <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.codeinwp.com\/blog\/shopping-cart-abandonment-rate-stats\/\">20.3%<\/a> of sales.\u00a0<\/p>\n<p>And, according to SalesCycle, cart abandonment emails have open rates of up to <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.codeinwp.com\/blog\/shopping-cart-abandonment-rate-stats\/\">46.6%,<\/a> with 35% of those who opened the email ultimately making a purchase.<\/p>\n<p>A strong, reliable ESP like Klaviyo, Bronto, or MailChimp can help you create effective flows that are automatically triggered. Some, like Klaviyo, will also allow you to filter these flows using parameters like products browsed, etc.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"DO_optimize_your_emails_for_mobile\"><\/span>DO optimize your emails for mobile<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>This sounds like such a simple thing and yet, so many email marketing campaigns are still not optimized for mobile use.<\/p>\n<p>However, with over <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.litmus.com\/blog\/email-client-market-share-trends-first-half-of-2018\/\">46%<\/a> of all emails being opened on mobile (and possibly more at the time of writing), this is crucial.<\/p>\n<p>Here are some simple ways to create mobile friendly emails:<\/p>\n<ul>\n<li>Use mobile-ready templates.<\/li>\n<li>Write an attention-grabbing pre-header and a short, impactful subject line.<\/li>\n<li>Make CTA buttons slighter bigger than they would be on a desktop template.<\/li>\n<li>Place your CTA as close to the hero title as possible.<\/li>\n<\/ul>\n<p>Another thing you might consider is using SMS marketing in conjunction with your email program. ESPs like Klaviyo offer this service and with an average open rate of <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.shiftcomm.com\/insights\/what-is-the-open-rate-of-sms-text-messaging\/\">82%<\/a>, it\u2019s definitely worth adding to your marketing strategy.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"DO_hire_an_email_marketing_agency\"><\/span>DO hire an email marketing agency<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>While it\u2019s true that email marketing boasts an incredibly impressive ROI, you\u2019ll only enjoy those returns if you\u2019re sending targeted, beautifully designed, well-timed email flows and campaigns to the right audiences. This is where the <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/codecrew.us\/\">email marketing professionals<\/a> come in.<\/p>\n<p>Not only will they help you plan, craft, and roll out effective email campaigns, they will also continuously report on the performance of those campaigns, adjusting where needed to help you generate the kind of revenue you\u2019re looking for.<\/p>\n<p>Not only that, the right email marketing team will help you build your all-important subscriber list and do all the legwork when it comes to segmenting that list. Of course, you will pay a fee for this, but the results (and the time and effort it will save you) are completely worth it in the long term.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_not_to_do\"><\/span>What not to do<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"DONT_annoy_your_audience\"><\/span>DON\u2019T annoy your audience<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>According to surveys like <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.getapp.com\/resources\/new-research-getdata-why-do-people-unsubscribe-from-email-newsletters\/\">this one<\/a>, one of the top reasons customers unsubscribe from marketing emails is simply because they\u2019re receiving too many of them. In fact, the frequency of your communication is just as important as your products and services. So, how often should you email your list?<\/p>\n<p>The consensus, based on various surveys and the experience of many email experts, is twice a month. However, if your business has high turnover, like a fashion brand, for example, you might want to send 3 or 4 monthly campaigns, featuring new stock and discounted items. The best way to find the right number of sends is to see what your audience responds to best \u2013 start with 2 sends a month and watch your unsubscribe rates. If they remain low, you can add additional campaigns if needed.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"DONT_send_the_same_thing_to_everyone\"><\/span>DON\u2019T send the same thing to everyone.<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A huge factor in the success of your email marketing program is how personalized your emails are. This doesn\u2019t just mean adding the recipient\u2019s name to the subject line and showing them a reel of recommended products, it also includes sending relevant content to the right people.<\/p>\n<p>You do this by segmenting your email list.<\/p>\n<p>Using list segmentation allows you to create different \u2018groups\u2019 within your subscriber base for more targeted sending. You can begin with purchasers and non-purchasers and, depending on your ESP, funnel down into even more specific categories like location, previous purchases, interests, etc.<\/p>\n<p>The more you know about your audience, the more valuable your content will be to them.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"DONT_send_without_a_strategy\"><\/span>DON\u2019T send without a strategy<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Before you even THINK of creating an email campaign, you need a strategy \u2013 a good one. You need to determine:<\/p>\n<p>What your goals are<\/p>\n<p>Who you\u2019re talking to<\/p>\n<p>How much you\u2019d like to spend on your email marketing<\/p>\n<p>How you can use email marketing to stay relevant to your audience.<\/p>\n<p>Your strategy should answer all these questions. Essentially, it\u2019s a roadmap to your future success.\u00a0<\/p>\n<h3><span class=\"ez-toc-section\" id=\"DONT_forget_the_legalities\"><\/span>DON\u2019T forget the legalities<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Over the last few years, new privacy laws were introduced to help protect consumer\u2019s personal data. As a marketer, it\u2019s required that you comply with these laws. Both CASL and GDPR require a customer\u2019s express consent before you can send them any marketing communication, while GDPR states that a double opt-in is necessary in order for you to send a customer any marketing campaigns.<\/p>\n<p>You can get your customer\u2019s consent using simple email flows that are automatically sent to any new subscribers through your ESP.\u00a0<\/p>\n<p>It\u2019s also important that, according to the CAN-SPAM act, your customers can easily opt-out of any communication. This means clear communication around opting out and unsubscribe buttons that are clearly visible in all emails.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Wrapping_Up\"><\/span>Wrapping Up<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>With eCommerce on the rise, it\u2019s more important than ever to up your email marketing <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/game\/\" data-internallinksmanager029f6b8e52c=\"7\" title=\"Game\" target=\"_blank\" rel=\"noopener\">game<\/a>. So start with a clear goal, a great strategy plus a good ESP and you\u2019ll be on your way to enjoying the kind of ROI you\u2019ve always wanted.<\/p>\n<hr class=\"wp-block-separator\"><em>Photo by <\/em><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/unsplash.com\/@solenfeyissa?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\"><em>Solen Feyissa<\/em><\/a><em> on <\/em><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/unsplash.com\/s\/photos\/email-marketing?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\"><em>Unsplash<\/em><\/a>\n<\/div>\n<p><\/p>\n<div class=\"author-inner\">\n<p class=\"bio-name\">Hilda Kibet<\/p>\n<div class=\"bio-desc\">\nHilda Kibet is the email marketing coordinator at Codecrew, a leading email marketing agency in Oakland, California.<\/div>\n<p><!-- social-link --><\/p>\n<div class=\"clear\"><\/div>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMLG0nwswvr63Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\">For forums sites go to <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/forum.buradabiliyorum.com\/\" target=\"_blank\" rel=\"noopener\">Forum.BuradaBiliyorum.Com<\/a><\/span><\/strong><\/p>\n<\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">News<\/a> articles, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/general\/\" target=\"_blank\" rel=\"noopener\">General <\/a><\/span>category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/www.noupe.com\/business-online\/dos-and-donts-of-email-marketing.html\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;#5 Dos and Don\u2019ts of Email Marketing in 2021&#8221; Last year, Cyber Monday sales reached over $10 billion in the U.S alone and in 2021, it\u2019s predicted that the number of online shoppers will increase by 1.32% to 230 million. There\u2019s no doubt about it \u2013 eCommerce is growing faster than ever. And email marketing&#8230;<\/p>\n","protected":false},"author":1,"featured_media":215528,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/www.noupe.com\/wp-content\/uploads\/2021\/03\/solen-feyissa-M7zS8puGg18-unsplash.jpg","fifu_image_alt":"","footnotes":""},"categories":[1],"tags":[74714,78322,78045],"class_list":["post-215527","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","tag-email","tag-email-marketing","tag-online-business"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/215527","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=215527"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/215527\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/215528"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=215527"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=215527"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=215527"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}