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Email Marketing Best Practices Salesforce

Email marketing is a great tool to use to improve the leads generated by your website. If you want to increase sales, it is important that you let your leads know you are there and want to provide them with valuable information. The more personalized the message, the better results you will get. It’s also important that your message appeals to as many people as possible. This way, even if a person does not have an immediate need for your product or service, they will keep in mind that you are there when they do. Don’t let your emails fall into the same traps that most emails do. Be sure to segment your contacts according to their actions. Always make sure that your email is relevant by including customer history. Don’t forget about the call-to-action, offer something of value and let it stand out from the rest of your content. Keep personalization to a maximum by understanding the interest of your customers so that they know they’ve been targeted. The key to effective email campaigns is to connect with customers on an individual level by utilizing data that can be shaped and molded into a personalized experience.

As multi-channel marketers, we know something important–that email marketing is a critical component to any successful digital marketing campaign. Customers don’t exist in a vacuum. They move seamlessly between the channels of the web, and they demand the same consistency from us. deliverability is dependent on the relationship between subscribers and your business, but you can greatly improve open rates with a little attention to design best practices.

Email marketing is a great way to gain new leads and convert existing ones into customers, but it’s not easy. Good email campaigns have clearly defined goals, create personalized content that has a clear CTA and emphasizes social sharing. If you’re ready to take your email marketing strategy to the next level, follow these best practices:

Define your goals

  • Define your goals before you start.
  • Goals are important because they give you a way to measure success. If you have no idea what your goal is, it’s hard to tell if you’re winning or losing. But once again, don’t worry about what other people’s goals are—just think about yours! This is where defining the problem comes in handy: if your goal is “I want to lose 10 pounds,” but someone else says their goal is “I want to lose 20 pounds,” then go for that one instead! Just be sure that it’s realistic for your situation and personality type (for example, I know people who can’t stand exercise; so setting a fitness goal like losing 15 pounds in two months would just be cruel).

Always have a reason

  • Don’t send an email just to say “hi” or “thank you”. Your customers are inundated with these types of messages on a daily basis, so don’t dilute your message by adding it to the mix unless you have something more significant to convey.
  • Always focus on your customer’s needs and goals, not yours. If you’re going off-script, consider creating an additional branch campaign where you can send them information about any services or products that would benefit them in some way—and make sure it’s relevant! That way, when they receive this follow-up message from their trusted contact at Company Name , they’ll be excited about what’s coming next!

Identify your audience

Before you can successfully reach out to your audience, you need to understand who they are. The best way to do this is by creating a persona. A persona is an imaginary person that represents all of the things that make up your ideal customer.

While it may seem like a daunting task at first, creating a persona doesn’t have to be complicated or time consuming. In fact, there’s an easy way to get started: by answering these questions about them:

  • What is their age?
  • What is their gender?
  • Where do they live?
  • What kind of job do they have?
  • How much money do they make in a year? (This will help you figure out what type of content would appeal most.) * Do they have kids or pets? (It’ll help determine how much time they spend on Facebook vs Instagram vs Twitter.)

Keep your email personalized

Personalize your email. Use the recipient’s name and/or email address, location, industry and company, job title or interests to personalize your message.

Don’t spam. Email spam is a big problem for companies today. If you send an unpersonalized (generic) email to everyone on your list without permission to do so, you are likely sending spam! This can result in harsh consequences like being blocked by many ISPs or even lawsuits if it happens too much.

Personalize Content Based On The Person Who Will Receive It

Optimize mobile-first design

  • Mobile-first design is a simple concept. It’s about designing for mobile first and then scaling up for desktop.
  • Mobile-first design is about optimizing the user experience for mobile users, who are often more impatient than their desktop counterparts. By focusing on the essentials of your product or service, you can make it easier for them to find what they’re looking for on a smaller screen.
  • This approach has been proven effective in countless cases—but it doesn’t mean you have to start from scratch! If you’re using Salesforce Marketing Cloud right now, there are plenty of ways you can optimize your existing website or app so that it’s more accessible and user friendly on phones and tablets

Write compelling subject lines

In a compelling subject line, you can use the following strategies:

  • Use a subject line that’s relevant to the content of your email. You want to keep it short and to the point so people will see it and click on it.
  • Write in a way that’s easy for people to understand what you are offering them. If they don’t know what they’re getting into, they probably won’t open your emails and read them—and if they don’t read your emails carefully enough, then they won’t buy from you!
  • Try including a call-to-action phrase where appropriate. For example: “Find out how much money we saved our customers” or “Get my secret formula for success”. These phrases get straight to the point so readers will know exactly what’s being offered here (in this case it’s information about saving money).

Create a compelling call to action (CTA) button

The CTA button is the most important part of your email. It should be clear, concise and actionable. The recipient shouldn’t have to think about what they’re saying yes to when they tap on it — it should be as obvious as possible. The best place for your CTA button is directly below or above the body copy in your emails because this makes them easy for recipients to find and click on.

The size of your CTA should also be large enough that people can tap easily on their mobile devices without having to zoom in or stretch their fingers out too much (which can lead to dropped taps).

Segment your lists and target appropriately

Sending the right message to the right person can have a dramatic impact on your bottom line. The best way to do this is by segmenting your lists and targeting them appropriately.

Segmentation helps you identify your most valuable customers, which in turn helps you target the right messages to them. It also lets you send follow-up emails that are more relevant—and therefore, more likely to be opened and read.

How do you go about segmenting? First, ask yourself:

  • What kind of information do I have or could easily obtain? This could include age, gender, location (city/state), interests or hobbies (e.g., golfers who live in Florida).
  • Are there any common traits among my customers that would make it possible for me segment based on those traits? For example, if all three employees at Acme Incorporated live together with their families but only one has children currently attending school near where they work then we may want to consider sending email updates about education policy changes affecting families with school-age children vs those without children in school yet – especially if there are upcoming local elections important for these two groups.”

Create great content that’s relevant to the reader, not what you want to say.

The secret to success with email marketing is creating great content that’s relevant to your readers.

This means not writing emails for the sake of writing them, but rather writing them with a goal in mind: what do you want your readers to do after reading an email?

Include social sharing CTAs

When you’re creating content, don’t forget to include social sharing buttons. This is a great way to get more people to see your content and help spread the word about your brand.

It’s important that you have links to your social media accounts embedded in the email so that customers can easily follow along with you on various platforms. Also be sure to add a CTA asking recipients if they want their friends and colleagues’ emails added in for future updates.

Adding an image overlay with a link within the body of your email is also another way you can encourage readership of all kinds as well as shareability through newsletters or blogs, which will ultimately lead them back into Salesforce leads database!

Finally, make sure that anything being shared via email is sharable! If it’s not worth sharing, don’t expect anyone else who receives it will either!

Don’t forget the P.S.!

The P.S. is a great place to provide additional information about your product or service, answer questions you may have left unanswered in the body of your email, and ask for feedback from customers.

Asking for a review is an important part of creating a successful email campaign. This can be done by including a link to your website’s review tab at the bottom of each email or asking directly in the P.S..

Write at the right level with A/B testing or multi-variate testing

Email marketing is a powerful tool for your business, but it’s important to make sure that you’re reaching your customers in the most effective way possible. Here are some best practices for writing emails that will boost engagement and open rates:

  • Use A/B testing to see which version of the email works best. A/B testing allows you to split up groups of your audience based on similar characteristics and send them different versions of an email with slightly different content or design. This way, you can compare what works best without making drastic changes that could alienate a significant portion of your audience.
  • Use multi-variate testing if needed. If one type of content doesn’t seem to be working as well as other types, consider using multiple variables within your messages (for example, including both an image and text) rather than switching between entirely different styles each time.

Designing a great email campaign is about clearly defining goals, creating personalized content that has a clear CTA and emphasizes social sharing.

  • Define your goals.
  • Always have a reason for sending emails.
  • Identify your audience and their needs, wants and desires.
  • Keep the emails personalized to each recipient, including (but not limited to) name, company name, industry title and location within the organization where they work.
  • Optimize mobile-first design so that your emails show up well on all devices (especially when readers are in-app).
  • Write compelling subject lines that will entice readers into opening the email/message first before they even know what’s inside of it! For instance: “New blog post update – read more now!” Or “Are you ready for our next webinar? Sign up here!” Or “Your business is about to grow exponentially… don’t miss out! You still have time left on our free trial offer… click here now!” Don’t give away everything in one sentence either though – keep them interested until they actually open up their inboxes or message apps so that there’s still some mystery left over from what’s inside those messages 🙂


Great email marketing will always be relevant and valuable because it helps you to build meaningful relationships with the people who matter most to your business. By following these best practices, you can make sure your emails get opened, read and lead to conversions.

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