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This week, we have a guest post from Whereoware Online Marketing Manager, Faith Albers. As point person for several client accounts, she has sent plenty of emails in her day. Here, she shares some tips on how to send emails like a pro:

1. See the big picture and try new things. Multiple clients across multiple industries means we have a wider perspective than we would if we just worked for one company. It allows us to pinpoint great ideas from one industry and modify them for another. You can do the same – see a great campaign from a furniture company, but you sell clothes? Borrow it and make it work for your company. 2. Employ a rigorous checking process. No one is perfect; mistakes happen. That’s why we check and double check that everything in our emails is correct, from the HTML to the execution settings. Make sure to use an email preview tool like Litmus that will allow you to see what your email will look like in every email client on the most popular browsers.

3. Develop targeted continuous campaigns. Treat your contacts as you would like to be treated. Have a conversation with them! When a customer takes an action (or doesn’t), reach out to them in a timely + relevant manner. We’ve found that behavior-triggered continuous campaigns get a 49% higher open rate than one-off emails.

4. Use analytics programs. What good is knowing an open or click rate if you don’t know whether or not that action actually led to a conversion? For that matter, do you know what the goal is? Is it to increase purchases, encourage sign ups, or download a white paper? As you are creating the email, keeping the goal in mind will help keep you focused. Then use an analytics program like Google Analytics to identify the success of your emails.

5. Never settle. You’ve heard it before: test, test, test. Here at Whereoware, we’re big fans of the A/B test for everything from subject lines and send times, to email design and more. You can always do better, so test to find out how to go the extra mile!

Despite what you may hear, ‘tried and true’ isn’t a bad thing. There’s a reason campaigns like Abandoned Cart or the initial Welcome emails are used by so many companies: they work. Fresh-faced marketers often promote the exciting concept of “all innovation, all the time”. But innovation isn’t built in a vacuum; you have to lay a steady foundation of reliable techniques and expand outwards from there. Not quite there yet? Still room for improvement? Why wait? Put these tips into action today!

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