Whether you're new to email marketing or a seasoned pro, you probably want the same thing: to send the most effective email marketing campaigns.
Obviously, there’s way too much about email marketing to talk about in one blog, so this will solely focus on the best practices that you should consider for an effective email marketing campaign.
I’m going to assume you already know the fundamentals of email marketing and are ready to know more!
So with that in mind, let’s look at the 15 email marketing best practices that will keep your consumers engaged, increase your ROI, and get your campaigns up and running in 2022 and beyond!
1. Send welcome mails
Send a welcome email to everybody who joins your email list as a first step.
How thoughtful of them to want to stay in touch with your company!
Many firms may entice website visitors to join their email list by promising a discount, such as 10% off. That's a terrific method to start building your list and engaging with them right away.
This should be simple to automate through your email platform; just make sure to use a consistent cadence to ensure that it is sent on time.
2. Experiment and deliver your emails at the right time
What is the optimum day and time to send your emails in order to obtain the highest open rates?
According to the Internet, the ideal time is Tuesday at 10 a.m.
This piece of advice has been circling the web for years now. Being printed on some of the top marketing blogs, it had the opposite effect because inboxes were flooded on that day and time!
This stat, and any other you see, does not imply that it will be appropriate for YOUR email list.
When it comes to email marketing, you must understand how your target audience operates. Collect data through email monitoring and experiment until you hit that sweet spot.
3. Stick to fewer than three typefaces
The less clutter in your email, the higher the conversion rate.
Avoid using more than two fonts or typefaces in your email, as this will distract readers and detract from its aesthetic appeal.
Additionally, you should utilize web-safe fonts in sizes ranging from 10-point to 12-point. This ensures that your email is readable across all platforms and devices.
Campaigns, like other parts of marketing, perform better when they are timely and relevant.
Personalization is the first step toward relevance.
From including the first name to segmenting your readership, there are numerous ways to personalise your emails.
It's fine to ask your customers and prospects what information they'd want to get out of your emails when they sign up to receive them.
Is it possible that they're looking for sales alerts? Is there any information on restocking? What's new in the newsletter?
Take that information and categorize it into audiences for each technique.
5. Plan ahead
If you're going to send a repeating email to your subscribers, you should stick to a schedule.
That way, they'll know what to expect in their inbox, you'll be able to arrange the content ahead of time, and everyone will be satisfied.
There's no need to stick to a recurrent timetable if your company is preparing a huge campaign (for instance, Black Friday specials, Labor Day sales, etc).
Instead, make sure you include a send plan that includes follow-up emails for anyone who didn't open or click through the first email. Nothing irritates email marketers more than having last-minute emails added to their inboxes.
Specific calendar occasions, such as Christmas, Thanksgiving, and Easter, provide fantastic marketing possibilities for all businesses. And the greatest way to achieve it is through email marketing!
Instead of relying entirely on last-minute promotions, plan ahead of time and create exceptional deals.
6. Use the curiosity gap in your subject lines
Curiosity gap is when you present enough information to pique curiosity, but not enough to complete the information.
So what does the audience need to do? That’s right, they’ll have to click open the link to know more.
If you give everything away in your subject line, there's no need for the receiver to open your email. However, withholding certain information while providing enough to entice them can result in a significant increase in your open rate.
So, to increase your open rate, harness the power of the curiosity gap (in a non-spammy way).
7. Maintain consistency everywhere
Make sure you're using your brand voice consistently in your emails; they're a very personal way to communicate with your audience.
If you're delivering serious updates and entertaining promotions through email from the same branded template, make sure to use different colours, typefaces, and email signatories for each.
The same goes for other aspects of an email such as text, dimensions and writing style.
8. Optimise preview texts and subject lines
So many marketers will perfect the email's content before entirely overlooking the subject line and preview text!
The subject line of your email is similar to a handshake. It's the first thing your recipients will see when they open the email you want them to open.
Making the most of your email's preview text might be really beneficial.
The preview text is often displayed next to the subject line and is essentially a fragment of copy from the body of your email. According to one study, including a preheader in an email can increase open and click rates by nearly 22%.
Rather of relying on luck to determine the success of your campaign, create an attractive preview text that complements and expands on your subject line. This makes your email more tempting to open and, hopefully, captures the attention of the reader right immediately.
9. Avoid spam at all costs
Spam traps are one of the worst things that can happen to you. It’s happened to me. Not a pleasant time.
Your entire email program could be banned if you hit enough spam traps, which is horrible. It's awful for your reputation, it's bad for your email marketers who have to go to war to have your IP whitelisted again, and it's bad for your reputation when you want to send emails but can't.
So, stay away from spam!
Cleaning up subject lines (don't use ALL CAPS, lots of $$$, or too many!! !'s), including a functional unsubscribe link, a valid physical mailing address, a permission reminder, and being clear when assigning the "from" address is some email marketing best practices to avoid spam.
10. Have clear CTAs
You must persuade subscribers to take action in order to run a successful email marketing campaign.
If you give them too many options, they may choose the wrong one or, worse, become confused and unsubscribe from your mailing list.
As a result, it's vital that your subscribers understand what they should do next!
To accomplish so, you'll need to combine your wonderfully designed CTA with your email design in a seamless manner. Make it insanely apparent to your users what you want them to do.
The design and placement of CTAs are equally important. To accommodate consumers who use mobile devices, make sure your CTAs are both visible and accessible.
Furthermore, your main call-to-action should be placed above the fold, since otherwise, the bulk of your recipients would miss it.
11. Make it mobile-friendly
Mobile is big in eCommerce. Everybody knows that!
People are more involved with their mobiles because of how accessible it is to consume information on the go. Make sure your email designs are optimised for mobile consumption, as well as any landing pages they link to.
There are a number of different applications you can use to check how your emails would look in different providers (Outlook, Gmail, Yahoo, etc. ), but Email on Acid is the best/cheapest option.
It allows you to evaluate deliverability, modify your links, and create a checklist before sending.
12. Keep your email list clean
Looking at the sheer amount of email subscribers is great for the ego.
However, if the majority of those subscribers never engage, they are sapping your resources and, in certain situations, jeopardising your overall deliverability.
If your email marketing efforts have too many bounces or incorrect email addresses, they may be flagged as spam by inbox providers. As a result, it's critical to keep your list clean on a frequent basis.
13. Reward your loyal email subscribers
Customers who are loyal to you are the lifeblood of your company.
They open and click on your emails, then opt to shop at your store (instead of your competitors).
As a result, thank them for their commitment and participation. You can accomplish this in a number of ways, ranging from special discounts or offers to early access to unique products and services.
That's a fantastic approach to show them how much you value them. And you're not going to lose anything either!
Customers can also earn reward points from some establishments. Of course, this is an excellent strategy to keep them and incentivise them to stay with you.
14. Allow your audience to unsubscribe easily
Some users will wish to unsubscribe, no matter how great your emails are.
Maybe they've stopped utilising your product, or maybe they've changed jobs. Unsubscribes are an inevitable aspect of keeping an email list "clean."
The standard location for your unsubscribe button in many effective newsletter examples is next to your email address. Normally, the email client adds it automatically (Gmail, Yahoo, etc.).
While it may appear to be an unconventional email marketing best practice, unsubscribing must be simple and quick. Alternatively, you can place your button at the bottom of your email design yourself.
It's best not to hide it or use small letters on purpose. Also, make sure that users do not have to enter back into their accounts to finish the procedure. Failure to do so will almost certainly result in spam reports, lowering your email deliverability rates.
15. A/B test your email campaigns
It's critical to create effective email campaigns, and the only way to do it is specifically A/B testing!
An A/B test is a simple method that can help you enhance every aspect of an email campaign. To put it another way, you send two separate versions of the same campaign to two different groups of people.
You can try the following things, depending on your objectives:
- Subject line
- Preheader text (keep in mind your mobile device users)
- your email's content: CTA photos and copies (colors, copy, placement)
- the tone and length of your email campaign
Whatever you decide to test, make sure to keep track of your results. If you're testing different subject lines, your open rates are crucial. It's also critical to keep track of your click rates as you experiment with alternative email content.
Finally, the winning combination will provide you with the highest conversion rate.
And There We Go!
Email marketing can be a hand-full to master. These best practices that we have compiled aren’t ideas to try and test.
These are already tried and tested methods, strategies that have worked over and over.
Considering what a long and tedious process email marketing is, outsourcing your efforts would be a great idea. That way you can focus on more important things while this is done by experts. Win-win!
If you’re interested in knowing more about email marketing or would like experts to handle them for you, feel free to reach out to us and we’ll be happy to help!
Hope this blog helps you!