The best email marketing practices to make your campaigns work

Email marketing or email marketing is a very effective direct channel to reach your customers and boost sales for your business. One of its main benefits is that it forces recipients to respond in some way, whether it’s reading pending mail in their inbox, archiving it, or deleting it. In addition, it is a very profitable way to promote your products or services, rekindle the interest of sporadic customers between purchases, and increase traffic to your website .

However, you have to know how to use this marketing strategy very well so as not to end up bothering customers, but rather to capture their interest with content that is relevant and attractive to them. Square Marketing provides you with the tools you need to successfully manage your email marketing campaigns.

Square Marketing automatically classifies your most loyal, sporadic, or long-standing customers into different lists so that your campaigns always target the audience that might be most interested in attending an exclusive event or learning about a new product launch, for example.

5 tips for using email marketing effectively

Surely you also receive tons of emails about discounts and promotions in your inbox every day. Have you stopped to reflect on what you do with them? To launch an email marketing campaign that works, we propose five tips to get your customers to read your emails.

1. Respect the regulations on data protection

Before you start designing your first email marketing campaign, it’s important to understand the laws that regulate digital marketing to make sure you’re not breaking any rules.

The European Union takes the protection of the personal data of its citizens very seriously. For this reason, in 2016 the General Data Protection Regulation (RGPD) came into force, which prevents companies from collecting and using user data without their consent. Square Marketing complies with GDPR by generating a QR code that customers must scan to consent to receive emails. Also, all your emails include a link to unsubscribe from the mailing list when they don’t want to receive any more.

2. Don’t spam

Being able to schedule automated emails to welcome a new subscriber, congratulate their birthday or follow up on an abandoned cart is a very useful feature, but be careful not to flood your customers’ inboxes. Finding the right frequency between mail and mail is complicated. As a general rule, try not to send more than one email per week, and always do it with a purpose to make it worth reading.

3. Include a call to action in the content

With every email you send, think about how you want customers to react when they open it. Do you want them to visit your online store to see the offers? Confirm their attendance at an event? Include in the email a link or button that calls to action (what is known as a call to action or CTA in English) that encourages them to respond, ideally using an imperative verb. Some examples of effective CTAs are:

  • Ask for more information.
  • Sign up.
  • Download it now.
  • Visit the store.

Marketing Square has eye-catching email templates out of the box. That way you don’t have to worry about design or colors, just writing brilliant content.

4. Send email campaigns at the most appropriate time

Square Marketing measures the performance of your campaigns to see how many people open your emails and how many click on your links. If you include discounts and coupons, from the control panel you can see how many customers have applied them to their purchases and if the campaign has had good results.

The day of the week and the time you send your emails greatly influence open and click rates. Countless studies have been done in this regard and, although there is no perfect time, there are days with better results than others. For example, Mondays and Fridays are a bad time for marketing campaigns, as recipients are usually busiest catching up on work. Weekends, when we disconnect from email, do not offer good results either. Conversely, Tuesdays and Thursdays show a higher open and click rate.

Our advice is to take a moment to analyze the data from the Square Dashboard and see what your customer trends are. Don’t be afraid to try new marketing strategies and see which ones work best!

5. Capture the attention of your customers with an interesting message

Throughout the day, your emails must compete for recipients’ attention against many other apps and notifications. That’s why it’s important to write a subject line that gets your messages read. There are many ways – some more creative than others – to write an eye-catching subject line, but the most effective is a message that is simple, direct and prompts action.

There are many things you need to know to launch a successful campaign, so it’s important to have the tools to help you run all aspects of your business. Discover everything that TPV Square can do for you.