Are you really just going to sit here and pretend that email marketing is one of the most important parts of your business? We are okay for everyone else, though the data tells us that there are four point three billion with a be email users worldwide. Well, literally more than half of the planet using email your business can't afford to not have an email marketing strategy. And unlike those social media platforms, with their confusing features and constantly changing algorithm and no liking your post for whatever reason, evil marketing is relatively straightforward. So how do you become a master email marketer? Put simply, it's divided into three steps. One build your list to maintain the health of that list and three email list with valuable content every time. Let's start by building your list. When building your email list. There's really one rule, and one rule only, and that's never buy or rent a list. And actually there are more rules. But let's just focus on that one for now. Buying or renting an email list can lead to low open rates, bad brand appearance, even Hefty fines from privacy protection agency's. So what should you do to build up a quality email list? Well, here at HubSpot, we built our email list by producing free ebooks that users discovered when searching for topics like introduction to data visualization, or how to become an influencer. Maybe you can offer free child of your service, or an online seminar or other experience. Whatever you offer, it needs to be something valuable enough to convince users to part with their personal email information. In addition to the landing page, most websites will let you place a pop-up to collect email.
I set one to appear after the user has spent some time on your site, which indicates that there were receiving value and might be open to more information. And if your business involves on my ordering, make sure customers are prompted to opt in to your email list. When making a purchase, why is it important that users often well, having users opt-in means they want to hear from you? It also keeps you complied with the ever stricter anti-spam policies being implemented by governments as well as email Services themselves. A double opt-in is even more effective since it requires the user to open and an automated email they receive when signing up. This not only prevents users from giving fake emails, but it also trains their email app to recognize quality messages from you. And with that, we just thought to spam folder. We go how you go about building your email list will set the stage for future success. But just as important is how you maintain your list. This means periodically scrubbing your email list to remove the emails that bounce or addresses that never open your emails. A good rule of thumb is to scrub your list every 6 to 12 months. It's you might be wondering, what's the harm and emailing people who don't open them. Right? Like, why can't I do that? I should be able to do that right? Well, another metric that email algorithms used to determine if something is Spam is the engagement ratio. The more you send emails that never get open, the more likely the email services will eventually categorize your emails as spent makes sense. The good news is that, despite these increasing obstacles to email deliverability, the overall value of email marketing is actually on the rise in 2010 digital marketing Association, the return on email marketing at forty dollars for every dollar spent by 2019 that return increase to 42 dollars for every dollar spent. Why has the ROI gone up? Because I'm opening everyone's emails for them? No. But actually, though, a major reason is an increased use of segmentation in email, marketing. Segmentation means dividing your email list into smaller groups. So you can send each segment content specific to their interest. You can segment your list by demographic data like location, company size, or anything else that's important for your business.
But the real email ninjas use what's called behavioral segmentation, which is grouping based on how the user previously interacting with your brand things like previous purchases, life cycle stages and Customer Loyalty creating triggered email flows for a specific behaviors, allow you to be responsive to your users needs. So it's no wonder that 77% of email marketing Roi comes from these sorts of segmented targeted trigger contains it's the best tool for giving your audience the valuable content they'll want to open, because they know it's tailored to their interests, and that that's inbound baby, which brings us to our final step in mastering email marketing, send valuable emails. The average office worker receives around 120 emails per day. That is many out of that 100 20 40 are important business emails that require response that leaves 80 other emails vying for attention. The only way to stand out is by having a super clickbait title for the subject line. That's a real tip. You should do that. No, the only actual ways to Stand Out by offering something your subscribers want to click on, because it's somehow improves their lives. Think about a company like OpenTable who uses subscribers past Behavior to offer useful discounts, or recommend new restaurants or Spotify who send regular emails, notifying users of new music by artists they follow. These are great examples of valuable emails that subscribers want to receive, and are happy to open one more useful tip, whatever. Your something to your subscriber be sure to remind them of the activity that triggered the recommendation that way. The associate, the good feeling of the previous experience with the new one you're offering. Now, when it comes to emails, conveying value starts with the subject line. This could mean literally telling the recipient what they'll get from opening the email and try to do it in 50 characters, less use those 50 characters to Peak. The customers interest don't give everything away up front like me with Bobby Jenkins in the fourth grade.
I gave him my Goku action figure. And then you just see, you can talk to me anymore that we've a bit of mystery. So they'll feel compelled to open the email to know more. Just be sure that whatever you teased in the subject line is actually delivered in the body of the email. No one likes deceptive click baby subject lines. I was kidding before, and 69% of spam reports come from subject lines alone. So watch out. Now you can also use the pre header. That is the first few words in the body of your email that get previewed in your inbox to support the subject. Line. Marketing Systems will allow you to set the preheader when you enter the subject line. So you don't have to worry about altering the actual body copy of your email, and always A/B test your subject lines so that each email you send teaches you something for the next one. So all the messages from your email list have been delivered. And thanks to your brilliant subject line and Creator, good job folks are itching to read what you sent them. So what are you going to say? Crafting killer email copy could be its own video until that time. Here's some tips tip number one, keep text, neat and simple. With the main point upfront, you short sentences with lots of paragraph breaks. Save those verbose think pieces for your blog. This is an email tip number two, right for your audience. Remember those lists segments we made. This is why they're so important and tip number three, write in a friendly one to one style. This isn't just a good way to treat your customers. It also helps prevent your email from getting tagged as spam. And speaking of spam, that's what keeps an extensive list of spam trigger words that you should avoid when writing email copy. There will be a link in the video description below. And if you don't click on it, I'll be sent to the spam folder. You should also run your email through a Spam test before sending it to make sure your formatting punctuation and fonts all pass through the filters. There are plenty of free spam checkers online.
