Email marketing is one of the most effective and affordable ways to reach your target audience, build relationships, and drive conversions. However, email marketing is not a one-size-fits-all strategy. You need to tailor your emails to your specific goals, audience, and industry. In this blog post, we will share some of the email marketing best practices that can help you optimise your campaigns and achieve better results.
1. Know Your Audience
Before you start sending emails, you need to understand who you are talking to. What are their pain points, interests, preferences, and behaviours? How do they interact with your brand and your competitors? You can use tools like surveys, analytics, and segmentation to collect and analyse data about your audience and create personalised email messages that resonate with them.
2. Define Your Goals
What do you want to achieve with your email marketing? Do you want to increase awareness, generate leads, nurture prospects, boost sales, or retain customers? Having clear and measurable goals will help you design your email campaigns and track your performance. You can use tools like SMART (Specific, Measurable, Achievable, Relevant, and Time – bound) framework to set your email marketing goals and KPIs (Key Performance Indicators).
3. Choose the Right Email Type
Depending on your goals and audience, you can choose from different types of emails to send to your subscribers. Some of the most common email types are:
- Welcome emails: These are the first emails you send to new subscribers to introduce yourself, thank them for joining your list, and set expectations for future communication.
- Newsletter emails: These are regular emails that provide valuable content to your audience, such as blog posts, tips, news, updates, or offers.
- Promotional emails: These are emails that promote your products or services, announce special deals or discounts, or invite subscribers to events or webinars.
- Transactional emails: These are emails that confirm a transaction or action taken by the subscriber, such as order confirmation, shipping notification, password reset, or receipt.
- Re-engagement emails: These are emails that aim to re-activate inactive or lapsed subscribers by reminding them of the benefits of staying in touch with your brand or offering them an incentive to come back.
4. Craft Compelling Subject Lines
Your subject line is the first thing that your subscribers see when they receive your email. It can make or break your open rate. Therefore, you need to craft subject lines that capture attention, spark curiosity, and entice clicks. Some of the best practices for writing effective subject lines are:
- Keep it short and simple. Aim for 50 characters or less.
- Use action verbs and power words. For example, “Boost your sales with these 5 tips” or “Don’t miss this amazing offer”.
- Personalise it with the subscriber’s name or other relevant information. For example, “Hi Vivek, here’s a special gift for you” or “How to grow your business in Seattle”.
- A/B test different subject lines to see what works best for your audience.
5. Write Engaging Copy
Once you get your subscribers to open your email, you need to keep them interested and persuade them to take action. Your email copy should be clear, concise, and compelling. Some of the best practices for writing engaging copy are:
- Use a friendly and conversational tone. Write as if you are talking to a friend or a colleague.
- Focus on the benefits rather than the features. Explain how your offer can solve a problem or improve a situation for your subscriber.
- Use bullet points and subheadings to break up long paragraphs and highlight key points.
- Include a clear and strong call-to-action (CTA) that tells the subscriber what to do next. For example, “Buy now”, “Sign up”, “Learn more”, or “Download”.
- Proofread and edit your copy for grammar, spelling, and punctuation errors.
6. Design Attractive Layouts
The visual appearance of your email can also affect how your subscribers perceive and respond to your message. Your email layout should be attractive, consistent, and responsive. Some of the best practices for designing attractive layouts are:
- Use a simple and clean design that aligns with your brand identity and style guide.
- Use images and videos that support your message and enhance its appeal.
- Use colours and fonts that are easy to read and match your brand personality.
- Optimise your email for mobile devices by using responsive design techniques that adjust the layout according to the screen size.
- Test your email across different browsers and devices to ensure it displays correctly.
7. Optimize Your Deliverability
Deliverability is the ability of your email to reach the inbox of your subscribers without being blocked or filtered by spam filters or Internet Service Providers (ISPs). Deliverability is crucial for the success of your email marketing as it affects your open rate, Click-Through Rate (CTR), conversion rate, and Return on Investment (ROI). Some of the best practices for optimising your deliverability are:
- Build your email list organically by using opt-in forms, landing pages, or lead magnets that ask for permission and consent from your subscribers.
- Clean your email list regularly by removing invalid, inactive, or unengaged subscribers who can hurt your reputation and deliverability.
- Avoid spammy words or phrases in your subject lines and copy that can trigger spam filters or flag your email as junk. For example, “Free”, “Guaranteed”, “No risk”, or “Click here”.
- Follow the email marketing laws and regulations in your country or region, such as the CAN-SPAM Act in the US or the GDPR in the EU, that protect the privacy and rights of your subscribers.
8. Measure and Improve Your Results
Last but not the least, best practice for email marketing is to measure and improve your results. You need to monitor and analyse your email marketing metrics and data to see how well your campaigns are performing and what areas need improvement. Some of the most important email marketing metrics are:
- Open rate: The percentage of subscribers who opened your email.
- Click-through rate: The percentage of subscribers who clicked on a link in your email.
- Conversion rate: The percentage of subscribers who completed a desired action after clicking on a link in your email, such as making a purchase, signing up, or downloading.
- Bounce rate: The percentage of emails that were not delivered to the subscriber’s inbox due to technical or non-technical reasons.
- Unsubscribe rate: The percentage of subscribers who opted out of receiving future emails from you.
You can use tools like Google Analytics, Mailchimp, or HubSpot to track and measure your email marketing metrics and data. You can also use A/B testing, surveys, or feedback forms to get insights from your subscribers and optimise your email marketing strategy accordingly.
Email marketing is a powerful and cost-effective way to grow your business and achieve your goals. However, you need to follow some of these email marketing best practices to ensure that your emails are relevant, engaging, and effective. By applying the tips, you can create email campaigns that deliver value to your audience and results to your business.
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