Email Marketing Best Practices

Kasey Posa

Kasey Posa About The Author

Sep 8, 2021 1:40:22 PM

Email Marketing Best Practices

If you want to establish a strong connection with audiences, nurture leads, and keep existing customers coming back, email marketing remains one of the best advertising strategies. Email marketing isn't going anywhere, as millions of users still rely on this channel. If you're not using it already, you're missing out on an excellent opportunity to supplement the rest of your marketing efforts and drive sales. 

To learn more about improving email campaigns or launching new ones, consider the following email marketing tips as you strategize. 

Learn How to Integrate Your TV and Digital Advertising Effectively

Important Information and CTAs Should Be "Above-the-Fold" 

Important information should be easily seen above the fold in every email, meaning at the top of your emails before the body content below. This will help make sure it's apparent what the email is and what readers will get out of it. A general rule of thumb is to always start with the most critical information, eliminating the need for people to scroll. Readers should immediately learn what they need to know from the first few sentences.  

Also, make sure your emails are digestible. This entails using short paragraphs that are easy to read. Additionally, mention the CTA more than once throughout the content, leading people to take the desired action. 

Segment Your Email Lists 

Screen Shot 2021-09-07 at 1.37.43 PMNot all target customers are the same from email to email. This is why it's necessary to segment audiences based on their position in the buyer's journey and individual interests. Segmenting audiences ultimately means emails get into the hands of the people who actually want to see them.  

If you have a piece of your audience that wouldn't be interested in certain information, it's best not to send it to them. Determine what each part of your audience wants to see, which can help you separate your emails accordingly. 

Personalize Emails 

Always use names in lieu of generic "member," or "customer," etc. A personalized greeting goes a long way in gaining leads' trust and making customers feel valued.  

In addition to addressing recipients by name, you should also tailor the rest of your email content to your audience. Make your emails feel special to recipients and add value that keeps them subscribed. Whether nurturing leads or encouraging repeat business, personalization will keep people in the sales funnel. 

Clean Out Your Email Lists 

If you are still sending emails to people who don't open them, this can negatively impact open rates. It could also encourage algorithms to place emails in spam folders.  

Screen Shot 2021-09-07 at 1.37.50 PMTo avoid winding up forgotten in spam folders, don't bother sending emails to people who aren't interested. A good way to clean out your email lists is to remove people from them if they haven't opened an email from you in three months. In turn, you'll see better results from your campaigns if you send them to users who actively engage with them. 

Optimize Emails 

To make sure people read your emails, you also need to optimize them, especially for mobile users. People don't want to read a wonky email with improper formatting. Keep in mind that mobile email opening is widespread today, as people often check their emails on the go when they're away from a computer.  

Make sure all of your emails look great and work well on mobile devices. Some pointers for the best appearance and readability include: 

  • Less clutter 
  • Fewer fonts 
  • Email sizes of around 500-650 pixels 

By keeping things simple yet appealing, you can more effectively connect with recipients and make sure they don't instantly close your emails. 

A/B Test Subject Lines 

Screen Shot 2021-09-07 at 1.37.57 PMWant to increase open rates further? An essential factor in getting people to open emails is a catchy subject line that resonates with recipients. Testing different subject lines will let you know what your audience is most likely to click. In A/B testing, you can try two different subject lines using varying language or CTAs, and keep the one that gets results. 

If you can optimize your subject lines through A/B testing, you'll be able to see better open and click-through rates. You can also A/B test CTAs with different colors, fonts, and wording to figure out which combination performs best. 

See Long-Term Success from Your Email Campaigns with a Media Partner 

Email marketing is vital for businesses of all types in attracting new customers and marketing to existing ones. However, it's equally important to engage in good email practices. By taking the proper steps in marketing to audiences via email, you can drive more customer engagement and sales as you stay top-of-mind among recipients. However, if you want to get the most from your email marketing campaigns, it's often best to work with a media partner who can improve them. 

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