Email marketing is one of the most cost effective methods to generate leads. It remains a popular tool among marketers because of its ability to provide better ROI. Although Email marketing has lost some traction, there are best practices that can help your emails make an impact on your business. To help you choose the right approach we’ve made a list of industry best practices every email marketer should follow.
For those who want to master email marketing, the first step is understanding best practices. They can make your emails more effective and help you stay out of the spam folder. Here are some key tips that will give your next email campaign a boost:
Email marketing is no longer the most effective way to drive sales, according to new research published by GetResponse.
Email marketing is not dead, but it may be in a state of flux. Research from GetResponse reveals that 57% of brand managers believe email marketing is no longer the most effective way to drive sales. However, this doesn’t mean that you should give up on email marketing!
In fact, we believe that email can still be an incredibly effective tool for your business. Email is one of our favorite channels for driving sales because:
- Email builds trust and personal relationships with customers by establishing a direct line of communication with them;
- You can build awareness around new products or services; and
- It allows you to capture valuable customer data so you can get even more personalized over time.
In fact, the majority (58%) of web users say they never or almost never make purchases as a result of receiving an email marketing message.
The bottom line is that using email marketing as a way to drive sales is not the best practice. Instead, you should focus on other methods.
When it comes to using email marketing for your business, it’s important that you don’t just focus on driving traffic and making sales. You want to build a relationship with your customers first and foremost! That being said, there are still some ways in which you can deliver value through your emails:
- Provide helpful articles or blog posts related to the products/services offered by your company
- Offer coupons/discounts for future purchases
Only 2% of respondents said they always or almost always make a purchase after receiving an email.
There are many best practices of email marketing to keep in mind as you plan your next campaign. Here are some of the most important things to remember:
- Make sure your landing page is optimized for conversions and easy to use.
- Don’t send too many emails or you risk being labeled a spammer and losing subscribers.
- Make sure your emails have images and graphics that look good on mobile devices as well as desktop computers, since nearly 80% of internet users access the web from their phones or tablets these days, according to research firm eMarketer (PDF).
If you want more tips on how to improve your email marketing efforts, check out this guide we put together back in 2017—it should still be relevant today!
The survey also found that most people don’t find email newsletters to be valuable.
Email marketing is no longer effective. A recent survey found that most people don’t find email newsletters to be valuable. The main reason for this is the lack of value they provide and their inability to keep you engaged with your brand.
When it comes to email marketing, there are many reasons why it isn’t working for businesses anymore. Some of them include:
- People aren’t opening emails anymore. According to MailChimp, less than 18% of all emails are opened by our subscribers on mobile devices or desktops (which makes up roughly 85% of our total population). In order for you as a business owner or marketer to succeed in email marketing, you must focus on getting your content seen by every single subscriber in order for them to engage with what information they’ll receive next! This means keeping things simple with clear calls-to-action throughout each newsletter sent out through an automation tool such as MailChimp or ConvertKit.* Having no CTAs within any given campaign means losing out on conversions altogether (and therefore losing money). People will not click through unless prompted by something like an offer so why not create one?
Email marketing best practices 2021
- It is important to know the difference between emails, newsletters and emails.
- A newsletter is usually sent once or twice a month and its main goal is to keep your subscribers updated about what’s going on in your business or organization. Also, newsletters are a great way of keeping people interested in what you have to offer them.
- Emails are more like individual messages that you send out based on the situation (e.g., welcome email after someone has signed up for your free trial).
Create subject lines that are short, clear, personal and enticing.
- Short and sweet. You want to strike a balance between succinctness and clarity, so the subject line doesn’t get lost in the shuffle. A good rule of thumb is to keep your subject lines at or under 50 characters if possible.
- Clear and concise. If you’re going over 50 characters, make sure that each word counts by excluding unnecessary words like “please” or “thank you.” This will help ensure that your message gets through all inbox filters successfully!
- Personal yet professional. While it’s tempting to cram as much personalized information into your email marketing campaign as possible, don’t go overboard; there’s nothing worse than having a spammy feeling when reading an email from someone who feels like they’re trying too hard to sell their product/service/idea after being bombarded with advertisements daily (and sometimes hourly!) since birth…or even before then!
Create a personal experience for subscribers.
Create a personal experience for subscribers.
Personalized emails can help build trust with customers and encourage them to remain loyal to your brand. Personalization is also an effective way to humanize your message, which is especially important when sending marketing emails that are not directly related to sales.
To create a personalized email experience, you’ll need data that shows the interests of each subscriber. This can be used in subject lines and content as well as in the design of the email template itself—for example, by showing images or colors that reflect their interests while they’re reading it.
Aim for an email design that converts.
#1. Design your emails to be as visually appealing as possible.
It’s no secret that people are drawn to compelling visuals, and email marketing is no exception. For this reason, it’s important to make sure your email design will appeal to the eye while still getting your point across.
#2. Use headers and columns to break up content.
Breaking up content into columns makes it easier for readers to digest on a mobile device or tablet—and it also makes it easier for recipients who want less information at once when they scan their inboxes quickly (like me). Using headers adds another dimension of visual interest and helps you organize your message so that it stays organized in the recipient’s mind as well—the same way headings help us remember facts from a text book or website more easily!
Segment your emails based on data.
As a marketer, you know the value of segmenting your email list. While some people may find it difficult to segment their lists by age, gender, or interests (because they don’t have enough data), it’s still possible to use user-level data (like whether or not a user has visited your site before) and then create segments based on that data.
Segmentation allows you to create more personalized content for different groups of customers. It also helps you send emails at just the right time for each person based on how long ago they last interacted with your brand; this way you can avoid sending irrelevant emails and focus on delivering relevant content instead!
Write concise, interesting content that speaks to your customers.
The content you write for your email marketing campaigns is essential to their success. Write concise, interesting content that speaks to your customers. Use a conversational tone and make sure it feels like you are speaking directly to them—you might even consider using the first person in some cases!
Use simple language and avoid jargon wherever possible—customers want to know what value your product or service can bring them, not how it works behind the scenes.
Select words carefully; use those that are short, familiar and easy to understand (e.g., “best” instead of “superior”). Finally, keep paragraphs short—the shorter they are, the easier it will be for customers who are skimming through their emails on mobile devices or tablets
Keep your emails mobile-friendly.
Mobile-friendly emails are essential for success.
It’s important that your emails display properly on all devices.
Your emails should be easy to navigate and load quickly, regardless of what device is being used.
Using fewer images will help ensure that your emails don’t take too long to download or get blocked by spam filters and other security measures. Images should be no larger than 600 pixels in height or width, with a maximum file size of 2 MB each (which will help them load faster). Using larger fonts will also make it easier for recipients to read your content on their phones or tablets, so consider using 14-17 point type for body copy and 18-22 point type for headlines/headers/callouts—the more space there is between letters, the more difficult it is to read text! A single column layout provides an effective way to fit everything into one compact space without making anything feel crowded; if you don’t have much content but still want a nice visual impact without having to worry about managing multiple columns inside the email editor tool (like MailChimp), try using images instead–they’ll work just fine even though they’re not technically part of HTML code.”
Include one clear call-to-action in your emails.
The call-to-action is one of the most important features in your email. It’s one of the ways you can get users to take action, and it’s usually a clickable button or link.
A single CTA should be clear and concise, so readers understand what they’re supposed to do next. If there are multiple CTAs on an email, some people might be confused about which one they should click.
You want your CTA to be obvious so that readers don’t miss it—but you also want your main message to shine through!
Don’t overdo it by sending too many emails at once.
Sending too many emails at once, or flooding your subscriber’s inboxes with too many emails is a common mistake that can easily be avoided. If you’re sending out more than one email every month, think about what you could be doing better and how to optimize the process. You should also define what “too many” means for your business. Is it five emails per week? Or maybe ten?
If you’re sending out too many emails, the first thing to check is your analytics. Look at how long it takes people on average to open each of your newsletters so that you can figure out if they have time for more content in their daily lives right now. If it’s taking them an hour just to open one newsletter and another hour before they read through all of its contents (including any links), then maybe fewer newsletters would be better!
Send emails regularly — but not too often.
It’s tempting to think that the sooner you send an email, the more people will see it. But this is a misconception and a mistake.
Email campaigns should be sent regularly, but not too often. The frequency of your emails can depend on several factors:
- Campaign goals: Are you trying to drive traffic to your site? Get people to click through on an offer? Or build relationships with existing customers? The answers to these questions help determine how often you should send each type of message (for example, daily for driving traffic versus once per week for building relationships).
- Audience segmentation: Do different segments of your audience respond differently based on their behavior over time (e.g., frequent buyers vs infrequent buyers)? If so, consider testing different cadences for each segment in order to optimize performance.
Use these tips to get the most out of your email marketing campaigns in 2022.
Email marketing is still one of the most effective ways to reach your customers. In fact, email marketing has a higher engagement rate than social media and other forms of digital marketing. But you need to know how to use it properly if you want to get the most out of your campaigns.
You’ve invested a lot of time and money in your email marketing efforts. You’ve labored over the creative and content to make sure it has maximum impact. But if you’re not following best practices for email deliverability, all that effort could be wasted. Here are some tips on how to get email delivered most effectively:
Check these four things before sending an email message so, when it lands in your subscribers’ inboxes, they actually open it and read it!