Did you know that one of the best ways to reach your clients is still through email? In fact, 9 out of 10 marketers claim they would rather stop using social media than email marketing. However, a lot of business owners don’t make use of email marketing best practices, which lowers their chances of success. In this blog post, we’ll go through 22 of the top email marketing best practices that many people overlook. These practices are a must for your businesses to drive the best possible results.
Email marketing is an effective tool that may help you connect with your target market, create lasting relationships, and expand your company. Email is one of the most widely used forms of communication, with more than 4 billion people using it daily and more than 306 billion emails being sent and received daily. However, Email marketing is not a one-size-fits-all solution, despite its widespread use.
If you want your company to succeed, you must understand email marketing best practices. Ignoring email marketing best practices might result in large but unengaged email lists or money wasted on unsuccessful campaigns. However, if done correctly? The benefits of email for your company are endless.
You may build a relationship with your clients and grow your business by turning subscribers into clients by following the best practices of email marketing. Furthermore, your clients will anticipate hearing from you. An excellent strategy to foster brand loyalty!
Using campaign segmentation, you can divide your email list into groups or segments based on common characteristics. For instance, you may categorize your email list according to several demographic factors like gender, age, geography, or even previous sales. By segmenting your email list, you can send personalized content that is more relevant to each group, which raises engagement and enhances conversions.
Here’s how you can segment your email list:
By segmenting your email list and writing emails that are specific to each segment’s needs, you may increase the relevance of your emails. This may lead to higher email open and click-through rates. Email list segmentation is one of many email marketing recommended practices that far too many people ignore. If you want to raise your ROI, start by including some of these forgotten strategies into your upcoming campaign.
Anyone can understand how it feels to continually get emails with impersonal content. Through personalised email content, you can establish a more personal connection with your contacts and boost conversion, click-through, and open rates. One method to achieve this is to use personalization tokens, which act as placeholders for information like a contact’s first name or company name.
Think about the situation where you want to send a newsletter to your subscriber list via email. Even if you start the email with “Dear Subscriber,” the reader won’t truly understand why they should be interested in your email from that point on. Instead, substitute a personalization token like “Dear [First Name].” The email greeting will include each subscriber’s first name, personalizing the information.
While personalization surely plays an important role in effective email marketing, it should not come at the expense of relevancy. In other words, avoid adding the recipient’s first name to the subject line if it won’t improve the email’s overall relevance.
Let us first explain what a preview text is. Preview text is the brief text that appears in your inbox below the subject line of your email. This is often referred to as a “pre-header.”
The best way to ensure that your recipient opens your email is to optimize the subject line and preview text. Given that they are the first two items a receiver sees in their inbox, they must be intriguing. If you don’t optimize it, the majority of email clients will display the first few lines of your email’s body copy as preview text. The preview text that results from this frequently has low quality or is irrelevant to the email’s content. For instance, if the first line of your email reads, “Email not displaying correctly?” it will be challenging to convince someone to click it.
You can utilize the following email marketing best practices for your subject lines and email preview text:
The focus of your email marketing should always be on the recipients’ interests rather than what you want them to do. Make sure the information in your email is useful and relevant to the interests of your readers. More importantly, make sure it doesn’t read like a sales pitch.
You might send access to content or information that is typically gated, special discounts or deals, or both. Remember that examples of helpful information will be different based on your industry.
Not every brand focuses on product sales; some might publish information about planned projects or educational materials. Even if you aren’t making any sales, your audience may still find you intriguing.
After considering their pain points and the type of material that might help to alleviate them, create email content that is laser-focused on delivering that value.
When using email marketing, growing your email list could be your main goal, but it’s important to remember that subscribers will eventually decide to unsubscribe. The decision to cancel a membership can be made for a number of reasons, such as customer relocation or the purchase of a comparable product elsewhere. Whatever the reason, don’t take it personally and don’t try to convince them to stay on your list if they no longer believe your content is valuable. Instead, make it quick and painless to unsubscribe. Customers should be able to easily find the unsubscribe link with one or two clicks by looking for it in the footer of the email.
The text of your unsubscribe link can simply say “Unsubscribe.” If you include a hyperlink, make sure it is big enough for mobile device users to easily click on it. Finally, avoid using threatening imagery or misleading content on the unsubscribe page. Avoid misleading people to get them to stay on your list. Just allow them to leave politely.
The first stage in creating a high-performing email marketing campaign is deciding on the goals and frequency. Do you send emails every week? Monthly? Quarterly? What is the email’s subject? new products? Sales? advice and suggestions?
The type of information you offer and how regularly will depend on the goals of your email marketing campaign. If you contact your subscribers too frequently, they may get annoyed and may decide to unsubscribe. On the other hand, if you don’t email regularly enough, you run the risk of being overlooked.
Finding a balance that works for you and your subscribers is the key. For instance, emailing subscribers once a week or even daily may be profitable for e-commerce businesses. This enables them to often promote sales, special offers, and new products. The engagement and click-through rates from email subscribers may rise for B2B organizations that follow best practices for email marketing when they send emails on a monthly or quarterly basis.
You must experiment to determine what benefits you and your business the most. When you first start out, send out a monthly email and gauge how your audience reacts. If engagement is high or you realize there isn’t enough room to promote all you want to, you can increase your frequency.
Lack of strategy is one of the major problems with email marketing that many businesses encounter. One of the simplest ways to stay strategic and organized is to use a content calendar to organize your email content in advance. This will help you choose the best time to send emails, what information to include, and other factors.
The following should be on your email marketing content calendar:
Keep in mind that your email marketing approach is specific to you and your business. When creating and distributing email messages, it’s important to always keep your audience in mind.
It’s time to start considering the content of your email campaigns now that you know when you’ll send them. Always keep your objectives in mind when generating email marketing content.
You may design more focused campaigns and make sure your email recipients are receiving the most pertinent information by creating distinct emails for each goal. For instance, if increasing website traffic is your goal, your email should contain links to current blog posts, whitepapers, or contact forms. However, if you want to raise brand awareness, your email should concentrate on making a good first impression on potential buyers. This can involve crafting an effective email subject line, using captivating images, and/or tailoring the email’s content to each recipient.
A/B testing various email timing options is one of the most crucial email campaign best practices. This requires experimenting with different days of the week and hours of the day in order to determine when your recipients are most likely to interact with your email.
It’s also crucial to remember that people on your email list can have varied preferences based on where they are in the world. For instance, if you have a sizable subscriber base in India, you should consider the time zone difference and send your emails at a time that is suitable for them. To make sure you’re providing the most appropriate content to each group, you could think about segmenting your consumers by location.
You need to make two versions of your email campaign with distinct subject lines, content, or email timing options before you can begin A/B testing. Then, you can send both versions to a small group of subscribers using an email marketing tool like Mailchimp and see which one performs better. You can use that timing to direct your subsequent campaigns after you know which email works better.
You may fine-tune your email marketing campaigns to fulfil the needs of your subscribers more effectively by testing various email options and techniques. As a result, you can keep your email list strong by sending timely, relevant, and interesting messages.
Email engagement is the measure that marketing professionals follow the most. It has a tracking rate of approximately 90%. It outperforms website traffic, website engagement, metrics from social media, and conversions.
But you should track more email marketing metrics than just engagement. Email marketing requires ongoing tracking and optimization of numerous elements to be successful, just like any excellent marketing campaign.
The good news is that tracking a wide range of KPIs is made simple by email marketing platforms. They provide various information to you, such as the number of recipients who opened your email, the links they visited, and whether or not they forwarded it to another person. Furthermore, you can find information on who unsubscribed from your email list, which is useful for troubleshooting. All of this information helps to know what works well and what doesn’t in your email marketing efforts. For this reason, it’s important to regularly examine your email analytics and make changes to improve your future performance.
Sending out emails to your list without thinking about what kind of content would be most relevant to them is one of the worst blunders you can make as a B2B brand. While B2C companies may find success with sending out discount offers and sale promos, B2B consumers are more interested in content that will enable them to perform their jobs more effectively. This might contain helpful tips and tricks or even blog entries, eBooks, and infographics. There should always be a reason for every B2B email, and it should be obvious from the subject line to the call to action.
Before hitting send, ask yourself: does this email deliver valuable, relevant content that my audience will appreciate? If the answer is no, don’t send it.
If you’re unsure what kind of content your audience wants to see, try conducting a market research survey or sending out an email with a question in the subject line (like “What type of content would you like to see more of?”).
Delivering relevant content is one of the most important B2B email marketing best practices—if your email isn’t relevant, it’s not going to be successful.
A drip campaign is a series of email messages that are sent out over a period of time.
They usually include information about your product or service, as well as helpful tips and resources.
For example, the first email in a drip campaign is typically an introduction to your company.
The second email might provide more information about your product, and the third email might offer a free trial or e-book link.
For B2B businesses, adhering to email marketing best practices is an essential part of the sales process.
Drip campaigns are a great way to nurture leads and move prospects through your sales funnel.
Drip campaigns are usually done through email automation. This involves setting up email templates and creating a schedule for when each email should be sent.
If you’re using a mail provider like Mailchimp, Klavyio, or Active Campaign, you can set up automated email drip campaigns within the platform.
When crafting an email drip campaign, start here:
We already know B2B customers aren’t interested in a one-size-fits-all email campaign. The next best B2B email marketing best practice is to segment your audience based on interest. This means breaking down your email list into different groups so you can send targeted, specific emails. The best way to do this is by tagging customers according to their level of past engagement.
For example, if a customer hasn’t shown interest in your past emails, maybe they have a low open rate or don’t click through your links, you can tag them as uninterested. Then you can send them a different email than someone who frequently interacts with your content.
By segmenting your email list, you’re increasing the chances that customers will engage with your emails.
Email deliverability is constantly changing and email service providers (ESPs) are always updating their algorithms, which can impact whether or not your emails make it to a subscriber’s inbox. One way to improve your email deliverability is to make sure you’re only collecting email addresses from people who have “opted in” to receive email communications from you and haven’t marked you as spam. This will ensure that your email list is full of people who want to receive your emails, which can improve your chances of making it to their inbox.
Choose an email service provider that has a good reputation for email deliverability as well. ESPs known for their email deliverability include Mailchimp, Constant Contact, and AWeber. Finally, pay attention to the time of day that you’re sending your emails. The best time to send B2B emails is during the workweek, while the worst time to send B2B emails is on Sunday. According to MarketingSherpa, Sunday is the least effective day to send B2B emails.
A CTA is a statement or button that tells the reader what you want them to do next.
For example, if you’re emailing a B2B customer about a new product, your CTA might be “Learn More” or “Buy Now.” If you’re offering an e-book or white paper, your CTA might be “Download Now.”
Including a CTA in your email ensures that the recipient knows what you want them to do next. It also helps to keep your customers moving through your content streams, which can help improve your sales funnel. Not including a CTA (or worse—having a weak CTA), is one of the most common email marketing mistakes.
Make sure your CTA is clear, concise, and relevant to the email’s content. It should also be placed prominently in the email so that it’s easy for the reader to find. Avoid adding multiple CTAs or making your CTA too long. Additionally, it’s also important to test different versions of your CTA to see which performs best. A/B testing can help you determine the best language, placement, and design for your email CTAs.
Email is a visual medium, so it’s important to deliver something visually engaging to your audience. This means avoiding an unorganized email design or over-stuffing your email with content. Instead, use negative space and strategic placement of your written and visual content to create a layout that is easy on the eyes and easy to navigate. Your email should be easy to scan and have a clear hierarchy so subscribers can quickly find the information they’re looking for. Short paragraphs, headlines, and bulleted lists can help you clearly display your information. Most reputable email marketing platforms offer custom email templates that you can use to get started with a well-designed layout.
One of the biggest design faux-pas is using too many different fonts in an email. Not only does it make your email look cluttered, but the font you used in your design platform may not transfer to your customer’s inbox. This can result in your email looking completely different than what you intended. When in doubt, stick to one or two fonts throughout your email. If you must use multiple fonts, make sure they complement each other and are easy to read.
Un-serifed fonts are often the best choice for email newsletters since they’re designed to be easy to read on screens. Some examples of these fonts include Arial, Verdana, Tahoma, and Trebuchet MS. If you want to use a serifed font in your email, Georgia is a good option. If you have specific fonts picked out in your brand guide, feel free to use them. Just always send a test email first to ensure they render well in the email client.
Using a responsive design is one of the email marketing design best practices for a reason. A responsive design is one that automatically changes format to match the screen on which it’s being viewed, whether it’s on a desktop computer, a laptop, or a Smartphone. Recipients will be able to read your emails effortlessly from anywhere and in any manner.
When choosing an email marketing client, opt for one that allows you to create responsive email templates. If you’re not sure whether your email design is mobile-friendly, send yourself a test email and view it on your phone. If it’s difficult to read or if the images don’t appear, then you need to make some changes.
Keep in mind that responsive design isn’t just about making your email look good on mobile devices. It’s also about making sure the email functions properly and is easy to use. For example, if you have a call-to-action button in your email, make sure it’s large enough to be tapped on a small screen. If you want people to click through to your website, make sure the link is easy to find and tap.
You can also use responsive design to improve the way your email looks on different screen sizes. For example, you might want to change the font size or spacing for different devices.
Creating a custom email signature is another email marketing design best practice that can help you stand out and build trust with your audience. An email signature is more than just a name at the end of an email, it’s an opportunity to include information about yourself, your job, contact information, and links to your social media profiles. A custom email signature can also help promote your brand or product.
Here are some things to include in your email signature:
Using video in your design strategy is one of the best practices of email marketing. Not only does video email help promote your brand or product, but it also helps increase customer engagement and conversions. There are a few different ways you can use video in your email marketing, from showcasing how a product works to sharing customer stories. Including video in email marketing can be as simple as adding a screenshot of the video with a play button and a link to the full video on your website or YouTube channel.
Or, you can add a snippet of a recent webinar or podcast episode. You can also use video to create a more personal email, such as sharing your company’s story or sending holiday greetings. Wherever you choose to use it, don’t ignore video content, and make sure you integrate it into your design in a way that makes sense for your brand.
Let’s face it, no one wants to feel like they’re just another number on a list. We’ve all gotten those generic emails that address us as “Dear Valued Customer” or “Hello, Friend.” Subject lines like these tell us right away that the email is not personal, and it’s not something we’re interested in.
Emails with personalized subject lines may result in improved open rates. When crafting your subject lines, consider using personalization tokens for names and locations. Or, if you’re in a B2B market, address them by their company name or role.
You can also add details such as:
You can also combine some of these tactics for an email that’s impossible to resist! Remember, the goal is to make your email feel like it was written just for the recipient. When you do that, you’ll see better results.
Studies from MailChimp have shown that certain words, like “free”, “help”, “percent off”, and “reminder” can trigger spam filters. If your email winds up in a spam folder, it’s unlikely anyone will ever see it. To avoid this, take a look at your email subject line and see if any words could be triggering spam filters. If so, try to find a different way to say the same thing.
For example, “Get your free e-book now!” could be changed to “Download your free e-book now!”
Or, “10 percent off all shoes” can change to “Looking for a new set of sneakers?”
Just a small change like this can make a big difference in whether or not your email makes it to the inbox.
There are also a few other things you can do to avoid spam filters, as well.
Remember that while email marketing is an effective tool, it is not a miracle. To see results, you must continue to put in the necessary effort. However, if you do, email marketing can take your business to the next level.
The industry of email marketing is worth $7.5 billion. By 2027, that figure is anticipated to reach 17.9 billion. In our field, this kind of growth is rare.
It’s time for you to join the email marketing bandwagon if you haven’t already. You’ll be in the lead if you use email marketing best practices right away.
What are you waiting for? Put these email marketing best practices into action right away and watch your company expand! Contact our team of email marketing specialist today If you need help getting started.
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