Email Marketing Best Practices

15 Email Marketing Best Practices For Your Next Campaign!

Business in today’s world is run by marketing. So much so, that it has now become all about how well you are able to market a product, then the actual quality of the product.

With the advent of technology and digitization, digital marketing is the way to go for all organizations. And the best and most promising element of digital marketing is email marketing.

Over 4 billion people use emails on a daily basis. This essentially means that your potential leads and clients are just a few emails away from you.

Now before you call us old-school, consider this: for every $1 you spend on email marketing, you can expect an average return of $42! With such a strong reach and deliverability rate, it is clearly a proven method of marketing in the modern era.

It’s safe to say that emails are a professional medium of communication that is extremely effective and easy to use. So in this blog, we’ll take a look at how you can use this medium to develop and grow your business!

But first, let’s try to understand what email marketing is! Let’s go!

What is Email Marketing?

In simple terms, email marketing is a form of digital marketing that promotes the products and services of your organization through emails. It is also considered to be a type of direct marketing because of its ability to directly engage with the customer about your product or service.

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You can keep your customers in the loop by regularly sending them automated emails with information about your products, new features, and much more. It can act as a key factor in helping you manage your brand, generate new leads, and help you maintain a strong connection with your customers.

Now that you know what email marketing is, it is time to understand why it is such an important form of marketing for businesses.

4 Benefits of Email Marketing!

1. Personalized Content

Being able to create personalized content and campaigns is one of the most important aspects of email marketing. This helps you have a more targeted plan for your consumers. You can segregate content for customers that are coming to your website for the first time and those who are your regular customers. Creating such segmented and targeted content is a big boost for your product as you know exactly who you are selling to and can manage to woo them accordingly.

2. Inexpensive and Low-Maintenance

The thing about emails is that absolutely anyone can create one – free of charge! For this reason, it costs you pretty much nothing to create an email for your company and start marketing. It is extremely cost-effective and it is a lot easier and cheaper to maintain. Additionally, email marketing services such as Mailchimp, ActiveCampaign, etc. allow for customization and automation that makes the whole process effortless and simple.

3. Sales Improvement

Nearly 29% of marketers have rated email marketing as the most effective channel for marketing while 59% of marketers say email is their biggest source of ROI. And around 59% of people say that marketing emails influence their purchase decisions. This is because your emails can introduce products, encourage purchase after cart abandonment, deliver offers and discounts, customize messages, and more. Additionally, you can automate part of your sales process, which can also help increase sales.

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4. Increase Traffic on Your Site

The most basic way of disseminating good content is through emails. By sending emails to your clients with links to your blog posts and website, you can garner new audience members and improve your SEO (Search Engine Optimization). This also helps you in keeping your prospective customers engaged with your organization, which increases the chances of them buying your product and services. Adding a call-to-action to your emails is a tested method of sending readers to your site.

Since email marketing is ranked as one of the most effective digital marketing strategies, let’s go over the best email marketing practices that can put your business above the rest.  

15 Best Email Marketing Practices!

1. Send Welcome Emails

It is always nice to say hello and welcome new guests- whether virtually or in real life. Welcome emails show customers that the company cares, their sign-up worked, the company is customer-friendly, provides them with an easy way to contact the team, and more.

In fact, statistics show that welcome emails have a 91.43% open rate and a 26.9% click-through rate. What’s more? Their read rates are 42% higher than the average email.

Certain brands also give out a 10% discount, or some other exclusive offer via email for first-time subscribers which also helps their email reach.

2. Pick a Time and Stick to it

Consistency is always good when it comes to email marketing. Stats show that over 60% of subscribers would like to receive emails weekly. 

If you want to send weekly, monthly, or bimonthly emails, be consistent in the time and frequency of sending the email. This will make an impression on your subscribers and ensure that your audience can anticipate and wait for your emails.

Make sure that you send emails according to the geographical locations of the individuals while keeping in mind the time-zone differences as well. Use algorithms that optimize your send-time by analyzing the behavior patterns of individual subscribers. 

3. Make Unsubscribing Easy

We know you would hate it if people unsubscribed from your emails. However, not giving your subscribers an easy way out might result in your emails being ignored and reported as spam. This will adversely affect your email deliverability and lower your returns from email campaigns.

So as much as you hate doing this, it is crucial that you make unsubscribing just as easy as subscribing. Add an unsubscribe link in the simple, easy-to-find text. Don’t make the process more than a one or two-click thing. Avoid wordy copy for the unsubscribe page and make sure that subscribers don’t have to log into their accounts to unsubscribe.

4. Segment Your Email List

Not every subscriber will be a customer, hence you should know which section of your subscribers is bringing the most revenue. For this, you need to segment your email list.

Segmenting your email list can help your email marketing KPIs to perform better. In fact, segmented email campaigns generated 14.31% more opens and 100.95% more clicks than non-segmented email campaigns.

You can identify your audience and narrow them down to smaller segments based on their industry, company size, sales cycle, demographics, location, and more. This will allow you to send them personalized and relevant emails.

Read More: How to Build an Email List for Engaging Subscribers?

5. Personalize Your Emails

Fun fact – personalizing your emails help increase engagement and deliver 6x higher transaction rates. But merely addressing your subscribers by their names is not enough. You need to study and get to know them to capture their attention.

Send out offers, deals, and discounts to your customers, recommend them new products and services based on their purchase history and preferences, employ visuals and illustrations, and use the word ‘you’ to directly speak to them. Personalize by sending out follow-up emails, celebrating anniversaries, birthday wishes, and more.

6. Make Branding Personal

A brand is most identifiable by its colors or the font of its name. After all, it’s what makes your brand unique from others. So make sure to effectively utilize these even in email marketing.

When you are creating a template for your email newsletters, try to ensure that it aligns with your brand and its style. Make use of brand colors or colors that complement your brand colors, be consistent with your fonts, include your logo, and stamp your company signature as well.

By doing this, you make your brand visually identifiable and recognizable to your subscribers with just the colors, logos, and font. It distinguishes you from your competitors and gives people something to remember.

7. Give Subject Lines the Attention They Need

Subject lines are the first thing your customers see when they open their email inbox and studies show that 47% of people open an email based on the subject line alone. Need we say more about the importance of a great subject line?

Try to personalize your email subject lines by directly addressing your reader by their names. Use words and phrases that create curiosity and urgency and incite an immediate reaction from your subscribers. Spice your subject lines with relevant and catchy emojis as well.

Just make sure that you keep the subject lines short and sweet, and stay away from lengthy and complicated language.

8. Include an Appealing Header 

Your header should be clean, engaging, aesthetically appealing, and precise. If your brand content allows, use interesting graphics, or fun imagery as headers. It is seen that 68% of millennials use and like seeing emojis, GIFs, and stickers in their emails. If you are using only written text, then use a clear font and language that displays the intent of the email.

Read More: Newsletter Headers: Definition, Tips & Steps to Create them!

9. Conduct A/B Testing

Doing an A/B test on your email design will help you get an idea of what types of headlines, colors, copy, layout, email subject lines, and CTAs are making an impact on your subscribers.

With A/B testing, you can create alternative versions of a design and run a test to see which is working better. You can experiment with the format of your email, CTA, length of headline and copy, email tone, and lots more. This will help reduce risks, leave room for innovation and creativity, and help you choose a design that brings a better conversion rate.

10. Attach a View-in Browser Link

It is often difficult to include many details in the email itself, even relevant details. Optimize the text you want to send via email, but do attach a browser or an app link where the customers can know more. You can also attach a Call-to-Action link if you want them to register for something, or install an app. 

11. Communicate Effectively

You know,37% of respondents say that emails are “the most effective channel for customer loyalty and retention”. Therefore, use the medium as correctly as possible. Use simple, precise language and get your point across as quickly as possible.

You cannot always send the same email, using the same language. Frequently revise your content, and use engaging words, styles, and graphics to make your emails visually appealing and relevant.

Do consider topical affairs in the world while sending out emails. For example, if there is a natural disaster in an area, use considerate messaging in your emails. Be relevant, yet sensitive. 

12. Have a No No-Reply policy

We won’t lie – adding the noreply@address at the end of your email makes you look rude and unapproachable. As a business that is targeting customers, you should look and be open to queries, feedback, and criticism. If there is an email that does not warrant any response from the receiver, even then, instead of a no-reply, add a separate link or email address where they can contact you.

13. Make Emails Mobile-Friendly

We don’t need studies to know that people are always glued to their mobile phones. However, it is still worth noting that around 81% of people check their emails on their phones and around 55% of smartphone users have made at least one purchase after receiving a mobile promotional email.

So it’s crucial that you optimize your emails for a more mobile-friendly experience. Create a responsive email design and ensure that CTAs are accessible and in the form of buttons. Try to avoid large texts, images, and videos, and ensure that the sizes adapt to all mobile devices.

14. Avoid Spam

It would be a shame if your emails ended up in the spam folder. So choose not just your text, but also your subject and code carefully. If the subject feels like obvious promotional content, it might automatically go into the spam folder.

Avoid using all-caps and too many exclamation marks. Also, keep your email list only of people who are interested in your content. Fewer subscribers are better than always ending in the spam folder.

15. Review and Track Performance

One email marketing practice that you shouldn’t miss is evaluating and measuring your overall performance. Continuously review your campaign’s performance, measure your open and click-through rates, and make comparisons with other companies in your industry.

Make sure to get feedback and suggestions from your customers through surveys, polls, questionnaires, star ratings, etc. to get an idea of how you have been performing. This will help you improve and refine your email marketing practices for the better.

Now you know some of the best email marketing practices that will surely make your marketing effective and more interesting for the audience!

But you know what can amp up your email marketing game?! No idea what we’re talking about? Then scroll down to learn more!

Read More: The 11 Best Email Tracking Tools & Software!

Elink: The Perfect Tool to Create Awesome Emails for Email Marketing

elink is the fastest and easiest way to create visually appealing and responsive newsletters in a matter of minutes!

Elink has a huge collection of editable newsletter templates to help you get started creating the perfect newsletter for your business. One of the beautiful things about elink, is that you can create content by simply adding weblinks and elink will automatically convert them into visual blocks with a picture, title, and a short description.

Want to make your emails interesting? elink’s robust editor lets you do just that! You can add elements like images, texts, buttons, and social media icons to your header and footer body, and even a search bar to your newsletters!

The best part? You can switch between elink’s 70+ different layouts anytime you want, and preview and test each one to see which one fits your design needs. Not to mention, all the layouts are responsive and look perfect on all devices. Awesome, right?!

You can even automate your newsletter creation process using elink. What’s more? The platform integrates with all major email clients like Gmail, Constant Contact, Mailchimp, and more to make sending your newsletters a breeze.

So, quit waiting around, do yourself a favor, and sign up for elink today!

Wrap up

Regardless of what industry you belong to, email marketing continues to be one of the best ways to reach and connect with your customers.

So we hope that the list our list of the best email marketing practices will help you get new subscribers, improve your engagement levels, and increase your sales. And elink will help you get there quicker!

Be wise, precise, and ethical in your marketing! Happy marketing, folks! Ciao!

Further Reads:

7 Tips & Tricks For Sending Outreach Emails That Get Replies!

6 Ridiculously Simple Email Marketing Tips For Content Marketers!

Improve Email Open Rates with these 11 Powerful Tips & Tricks!

7 Types of Emails You Must Send to Your Customers!

10 Powerful Newsletter Marketing Strategies!

9 Inbound Marketing Examples You Need to Know About!

How To Write A Gentle Reminder Email? (Steps & Examples)

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