Email marketing may be the most underrated marketing channel. Many perceive it as old, but it still rocks the marketing world today. With the best email marketing best practices, you can drive tremendous results and increase your ROI.
That leaves us with one question: what are the top email marketing best practices?
This article explores the best practices in this marketing channel. You will certainly record a higher click-through rate if you pay attention to these tips.
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Without email marketing best practices, your mail may get lost in spam, leading to failed campaigns. But when done right, you will certainly reap the benefits.
For one, it fortifies your marketing efforts and helps you convert prospects to paying customers. An engaging email also improves brand loyalty.
Now, what are the best practices?
Top Email Marketing Best Practices
1. Segment Audiences
When you have target customers with varying characteristics, it’s best to segment them. For instance, you may have subscribers with different purchase histories, demographics, locations, etc.
Categorize them accordingly to achieve the best result. Segmenting your contact list into different groups allows you to send targeted content tailored to each group’s needs.
This helps ensure that customers receive relevant content that is likely to interest them.
2. Personalize Content
Chances are that you’d click on an email that addresses you by your first name.
But what about a random mail that addresses you as a “dear subscriber?” You’d probably bypass it.
Similarly, your subscribers are more likely to open personalized mail.
Personalizing your emails encourages readers to take action. Personalization tags such as first names or custom fields in your CRM system can easily tailor messages. It makes customers feel unique and valued.
3. Optimize Your Preview Text
Your preview text and subject line should tease your audience to open your email.
Preview text or preheader is the short teaser that tells people what a mail is about.
A good preheader can make or break your email marketing campaign. It’s the first thing people see before they open your email, so it needs to be eye-catching and engaging.
To create a great preview text, you should know what works best for your audience.
You may start by testing different subject lines and preview texts with a small segment of your email list. This will help you determine which combination resonates most with your readers.
4. Include An Email Signature
Your subscribers are more likely to interact with your email if it’s from a human as opposed to a collective marketing team.
An email signature gives your mail a warm feeling. Even though you are sending it on behalf of a company, it should have a specific name attached.
5. Keep Your Call-To-Action Above The Fold.
This means your call to action and the main message should be visible on the first page of the email. Your subscriber doesn’t have to scroll down to find it.
The closer your call to action, the better your chances of gripping people’s attention. This tip increases your click-through rate– especially if your CTA is compelling enough.
6. Make Your Template Standard Format
An email wider than 500 to 650 pixels isn’t easily readable. Your prospects will have to scroll sideways to access some information.
We think it’s a hassle– your subscribers will probably think so too. It trumps readability and might affect conversion and click-through negatively.
7. Have a Clear Purpose
When creating an email, decide the purpose and ensure it’s concisely communicated within the message.
Emails should have one clear objective or call-to-action (e.g., making a purchase or signing up for a webinar). And the objective should help achieve your overall marketing goals.
8. Keep the Email Brief:
Keep your emails concise and to the point. Too many words can make them difficult to read and may cause readers to lose interest.
It’s also vital to remember that not everyone reads emails on their desktop computer. Many people use mobile devices. So, don’t forget to make your mail mobile-friendly.
9. Make the Email Easy to Skim
People hardly read every word in emails or articles. As a result, make your email easy to skim. The following tips will help you create an easy-to-skim email.
Use bullet points
Use short paragraphs and sentences
Leave white space
Put important messages in bold
Use catchy headers in long emails
10. Make It Easy to Unsubscribe
It’s okay for some people to unsubscribe. It might be due to a change in preference or other factors. Regardless of the reason, make it easy for them to opt-out.
Typically, your subscribers should be able to unsubscribe in 3 simple steps.
Email marketing is a handy tool for enterprises of all sizes. To get the most out of it, you need to understand email marketing best practicesand apply them in your campaigns.
Using these tips, you can grow your customer base through email marketing. Wondering how to craft the best emails? The INK AI writing is an incredible marketing tool for creating email copies that convert. Give it a try.
Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.