The acceleration of digitalization in the business world has been one of the most visible consequences of COVID-19. To be able to listen to and respond to your customers, you must have at least one digital channel.

Email is at the top of the list because it's one of the most effective marketing acquisition channels for businesses. Email is also inexpensive and customizable. As part of their digital marketing strategy, more than 83 percent of B2B companies send email campaigns.

There are no hard and fast rules for determining whether email marketing campaigns are appropriate for your company's marketing strategy. The best way to find out if they will work for your company is to put them to the test. To avoid making mistakes in the beginning, segment your audience and test on small groups. Think of it as the pilot launch of your email marketing campaign.

The advantages of email marketing cannot be overstated. To achieve long-term success, good email marketing practices must be followed. Here are some indications to consider.

Transparently Collect Email Addresses

Black hat marketers collect email addresses from a variety of sources, including LinkedIn followers, event attendees, subscribers to other lists, and in some cases, personal contacts. This email marketing technique should be avoided because it can cause recipients to delete your messages. It also violates data privacy laws like the General Data Protection Regulation (GDPR) and the CAN-SPAM Act. Before you launch an email marketing campaign, ensure that the recipients of your messages have agreed to receive emails from you.

Make It Simple To Unsubscribe

Once you have persuaded subscribers to join your mailing lists, you must allow them to unsubscribe at any time if they are no longer interested in your content or business. A prominent unsubscribe button or link is recommended in good email marketing practice so that recipients can easily unsubscribe. If you hold your subscribers hostage by sending them email campaigns after they have unsubscribed, your messages may end up in their spam folder.

Maintain the Confidentiality of Subscriber Data

Customers and prospects who sign up for your newsletters provide you with their email address and sometimes other personal information. It is strongly discouraged to share or sell these addresses and data to third parties without the customers' and prospects' prior consent.

Mailing List Segmentation

When constructing your mailing list, make certain that each new customer or subscriber is assigned to the appropriate group. Customers and subscribers can be segmented based on their location, interests, or other criteria relevant to your business and customers. If your list is not properly segmented, you risk sending irrelevant messages to your subscribers and lowering the chances of your email marketing campaign's success.

Send a Greetings Email

When a new subscriber signs up for your newsletter, send them a welcome email right away. Customers can become acquainted with your company through welcome emails, which introduce them to its colors, tone, message, personality, and added value. Tell them what your future messages will be about, how frequently you plan to send them, offer to answer any questions, and include a useful and relevant resource in your welcome email.

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