Did you know that email is still one of the most effective ways to communicate with your customers?
In fact, 4 out of 5 marketers say they’d rather give up social media than email marketing.
However, many business owners don’t take advantage of email marketing best practices, which decreases their chances of success. Email marketing isn’t a one-size-fits-all solution. It works differently in each industry, but some good ideas work for everyone.
Let’s look at 5 common but best email practices that a lot of people seem to ignore!
Audience segmentation-
A great way to do this is to divide your email list into different groups. This is called “segmenting your email campaigns.” Studies show that doing this can really boost your sales.
You can split your email list by things like age, where people live, or what they’ve bought before. Then, you send each group emails that are just right for them. This means people are more likely to read your emails and buy your stuff.
Here’s how to do it:
- Choose how to split your list into groups.
- Use a tool like Mailchimp to make these groups.
- Write emails that are just right for each group.
For example, if you have a group of people who already bought something from you, send them special emails to try to sell them more. This can make your emails interesting to each group, in turn leading to more people opening and clicking on your emails.
So, if you want to do better in email marketing, don’t forget to try segmenting your email list. It’s a simple but powerful way to get better results.
The power of personalization
Have you ever received emails that feel like they’re directly speaking to you? Think about it – we all get tons of generic emails, but the ones that catch our eye are those that seem like they’re just for us.
When your emails resonate on a personal level, you’re not just sending information; you’re creating a connection. This can lead to better engagement, like more people opening your emails and clicking on links, and ultimately, more customers.
Here’s a simple trick: use personalization tokens. These are like little magic words that replace generic terms with something personal, like a reader’s first name or their company’s name.
Imagine you’re sending out a newsletter. Instead of starting with “Dear Subscriber,” which is pretty bland, you could use “Dear [First Name].” It’s a small change, but it makes a big difference. Each subscriber sees their own name, and suddenly your email feels more like a personal note than a mass message.
You can even personalize the content of the email. Say something like, “If [Topic] is what you’re into, wait till you see what we’ve got for you this week.”
Remember, though, personalization should always make your emails more relevant, not less. Don’t just throw in someone’s name for the sake of it. Make sure it adds to the value of what you’re sending.
Think beyond the subject line!
Sure, subject lines are important- but they may not be enough to communicate the content of your email. If you really want to get your emails opened, you need to nail your subject line and preview text. These are the first things people see in their inbox, so make them count!
Here’s a fun fact: 94% of emails sent through MailerLite don’t use custom preview text.
So, what’s preview text? It’s the snippet right under the subject line in the inbox, also known as the “pre-header.” Leave it to default, and your email client will just grab the first few lines of your email, which might not be that catchy. “Email not displaying correctly?” isn’t going to win any click-through awards, right?
Keep your preview text snappy – aim for 40 to 130 characters. And yes, it should look good on both mobile and desktop.
Here’s how to make your preview text and subject line a dynamic duo:
- Make them work together like a team.
- Use the preview to tempt readers into opening the email.
- Be concise and straight to the point.
- Throw in a call to action – make it irresistible.
- Offer something valuable right off the bat.
- Always focus on what your reader cares about the most.
- And never forget to test!
With these tips, your emails won’t just be opened; they’ll be eagerly awaited.
Deliver real value
Focus your email marketing on what your audience cares about, not just on what you want them to do. Provide content that truly adds value, like exclusive deals, special content, or important updates.
Think about what matters to your audience, address their needs, and avoid sounding like a sales pitch. Whether it’s educational information or product updates, make your emails genuinely useful and relevant to their interests.
Embrace people unsubscribing to your content!
It’s important to remember that while your main goal in email marketing might be to grow your email list, people will unsubscribe at some point. That’s okay!
Remember, it’s normal for people to unsubscribe from email lists, with industry rates around 0.25% to 0.40%.
There are many reasons someone might opt-out, but don’t take it to heart. Holding onto uninterested subscribers can hurt your campaign, leading to lower open rates, spam reports, and less effective deliveries.
Instead, champion a hassle-free unsubscribe process. Make the option clear and simple, ideally just one or two clicks away, and ensure the link is visible in your email footer. A straightforward “Unsubscribe” link or even an easy-to-spot button works best. If you’re using a hyperlink, especially consider mobile users and make it large enough for easy tapping.
Most importantly, avoid tricky tactics or misleading language on the unsubscribe page. Let people go smoothly and respectfully. This will maintain a healthy, engaged email list.
Find Your Email Sweet Spot: Goals and Frequency
Kick-starting a successful email campaign begins with setting clear goals and choosing the right frequency.
Ask yourself: How often should you reach out? Weekly, monthly, or quarterly? What’s your focus? New launches, sales, or expert tips?
The goals of your campaign will guide both your content and how often you send emails. Email too much, and you risk annoying your subscribers; email too little, and you might fade into the background.
It’s all about striking a balance. For instance, e-commerce businesses often thrive with frequent updates due to ongoing sales and new product releases, whereas B2B companies might do better with less frequent, more content-rich emails.
The best approach is to experiment and see what resonates with your audience. Starting with a monthly newsletter is a good way to test the waters. If you notice high engagement or feel constrained in showcasing all your offerings, it’s a sign to increase the frequency. Adjust your strategy based on feedback and performance to find the perfect rhythm for your email campaigns.
Build To Schedule Your Email Marketing
Did you know 45% of organizations lack a defined marketing strategy, as per Smart Insights? Avoid falling into this trap by strategizing your email marketing with a well-planned content calendar.
A content calendar isn’t just about staying organized; it’s a roadmap for your email campaigns. It helps you pick the right time to send emails, decide on the content, and ensures everything is ready, like images or videos.
Here’s what your email marketing calendar should include:
- Scheduled dates for your email campaigns.
- A variety of topics to keep your content fresh.
- Any additional elements you need for your emails.
Remember, your strategy should be as unique as your business and audience. Keep them at the forefront as you plan and execute your email campaigns, and watch as your emails transform into powerful tools for engagement and growth.
Crafting Content With Purpose-
Now that you’ve got your schedule set, it’s time to dive into crafting content that aligns with your goals. Whether you’re aiming to boost brand awareness, drive website traffic, or make a sale, tailor your emails to these objectives for maximum impact.
For example, if your target is driving traffic, pack your email with enticing links to your latest blog, an informative whitepaper, or a direct contact form.
On the flip side, if brand awareness is your game, focus on making a memorable impression. Use a catchy subject line, vibrant visuals, and personalize each email to resonate with the recipient.
These aren’t just tips; they’re crucial practices many overlook.
By keeping your goals front and center, you’ll craft emails that not only capture attention but also drive your business towards its objectives. Make each email a strategic step towards success!
Crafting Content that connects-
With your email campaign dates in hand, it’s time to put some serious thought into your content. Every email you create should be a step towards achieving your specific goals. Whether it’s enhancing brand recognition, increasing website visits, or closing sales, each email should be purpose-built for its objective.
Consider this: If driving traffic to your site is the aim, your emails should be brimming with links to your latest blogs, insightful whitepapers, or easy-to-navigate contact forms. If, however, you’re looking to heighten brand awareness, focus on crafting emails that leave a lasting impression.
This means employing captivating subject lines, stunning visuals, and personalizing content to engage each recipient uniquely.
Remember, these aren’t just tips; they are crucial strategies often overlooked. By aligning your content with your goals, you’ll craft emails that not only grab attention but also propel your business towards its targets.
By constantly testing and tweaking, you’ll ensure your messages hit the mark every time, being timely, relevant, and captivating.
Make every email marketing count! Metrics that count-
Did you know that a whopping 90% of marketers prioritize tracking email engagement over other metrics like website traffic or social media analytics?
But don’t stop there – your email campaign’s success hinges on monitoring and optimizing a range of metrics.
Thankfully, email marketing platforms like Mailchimp offer an easy glimpse into vital stats. You can see who’s opening your emails, which links are getting clicks, and even if your email was forwarded.
Plus, understanding who’s unsubscribing can offer valuable insights for fine-tuning your approach.
All this data is a goldmine for figuring out what resonates with your audience and what misses the mark.
Regularly reviewing your email analytics lets you make strategic tweaks, like testing new subject lines or send times to boost open rates, or adjusting content to balance click-throughs with unsubscribes.
In short, let your analytics guide your strategy.
By responding to what the numbers tell you, you’re on the path to enhancing your email campaigns and boosting your ROI.
Design to impress- Looks matter 😉
A visually appealing email not only grabs attention but also keeps your audience engaged.
Avoid cluttered designs or packing too much into one email.
Embrace the art of using negative space and smart layout choices to create an email that’s a visual treat and easy to navigate.
Think of your email as a mini-magazine. It should be scannable, with a clear structure that lets readers quickly spot what they need. Short paragraphs, punchy headlines, and bullet points are your best friends in presenting information clearly and engagingly.
Fortunately, you don’t have to be a design guru to get this right.
Most top-notch email marketing platforms offer a variety of customizable templates, helping you kickstart your journey to creating emails that aren’t just read, but remembered.
Fonts-
In the world of email marketing, less is more when it comes to fonts.
A common mistake is cramming too many different fonts into one email, leading to a chaotic look.
Plus, the fonts you love on your design platform might not look the same in your customer’s inbox, causing your carefully crafted email to lose its charm.
When in doubt, stick to one or two fonts.
If you’re mixing fonts, pick ones that complement each other and are easy on the eyes.
For email newsletters, un-serifed fonts like Arial, Verdana, Tahoma, and Trebuchet MS are great choices since they’re designed for screen readability.
Fancy using a serifed font? Georgia is your go-to option.
And if your brand guide specifies certain fonts, use them by all means – but always send a test email first to check how they appear in different email clients.
Responsiveness of your emailer –
Surprisingly, 1 in 5 email campaigns still aren’t mobile-friendly.
That’s where responsive design comes in – it ensures your emails look great and function well on any device, from desktops to smartphones.
When picking an email marketing service, choose one that offers responsive email templates. To check if your design is mobile-friendly, send a test email to yourself and view it on your phone. Look for clear, readable text and properly displayed images.
Responsive design isn’t just about aesthetics; it’s about functionality too.
Make sure elements like call-to-action buttons are finger-friendly for tapping on smaller screens. Links should be easy to spot and click.
Consider adjusting fonts and spacing for different devices to enhance readability.
In short, embrace responsive design to make your emails irresistible on every screen, ensuring a seamless and engaging experience for all your subscribers.
Custom Email signature-
Think of it as a mini-business card at the end of each email, providing a chance to share key information and connect with your audience on a deeper level.
Your email signature should be a blend of professionalism and personality. Here’s what to consider including:
- brand name
- contact information
- social profile links and website special offers or promotions
- interesting or inspiring quote
- customer service contact
- information
- disclaimers or legal requirements
- unsubscribe link
Best Email Marketing subject line practices
- Personalize for Impact: Ditch generic greetings like “Dear Valued Customer.” Personalized subject lines boost open rates by 26%! Use names, locations, or specific interests to make each email feel tailor-made.
- Brevity is Key: Keep subject lines under 50 characters to avoid being cut off in email previews. Concise and clear beats lengthy and vague every time.
- Sidestep Spam Traps: Avoid words like “free” and “percent off” which can trigger spam filters. Opt for subtler phrases and steer clear of all caps and excessive exclamation points to keep your emails inbox-friendly.
- Engage with Questions: Pique curiosity with questions that resonate with your audience. “Ready for your next adventure?” can be more engaging than a plain statement, especially for segmented lists like new or repeat customers.
- Embrace A/B Testing: Don’t leave your open rates to chance. Less than half of marketers test their subject lines. Experiment with different styles to see what resonates, and keep evolving your approach based on results.
Conclusion-
Email marketing is booming, skyrocketing from a $7.5 billion industry to an anticipated $17.9 billion by 2027.
This kind of explosive growth is a rarity in our industry, signaling that now is the perfect time to hop on the email marketing train.
By adopting best practices from the get-go, you’re setting yourself up for success.
Remember, while email marketing is a powerful lever, it’s not a cure-all. It requires dedication and effort to yield results. But the rewards are worth it!
So, why wait?
Start leveraging these best practices in your email marketing strategy today and watch your business flourish.
Need a helping hand? Our team is just a message away.
