September 22, 2021

Email marketing best practices

Written by:
Shruti Handa

Email marketing is one of the oldest and most effective forms of marketing strategy. The tech industry is arriving with new technologies every month which you can easily use to implement your marketing campaigns but emails are widely used by the majority of audiences and they can come out to be of immense value for your business. It is also coming out to be useful as the number of mobile internet users has increased majorly in the last few years and users prefer mobile to desktop to check emails.


Emails play a very important role in interacting with customers. We get various emails every day displaying special discounts, new products, order delivery, reviews, feedback and so much more.

An effective Email Marketing strategy will help you accomplish the following goals-

  • Increase User Engagement
  • Increase in the number of conversion rates.
  • Increase in the overall website traffic
  • Visualize your campaigns on a large scale and understand which one proved out to be the best one for your business.
  • A strong relationship with customers and prospects.
  • Building a strong connection and trust for your brand within the users.


Email Marketing is all about giving customers delightful and valuable experiences that keep them engaged with your brand and services. We’ve put together a list of some of the best email marketing tips to help you improve the performance of your campaigns and thereby increasing user engagement and traffic to your website.


  1. Email Lists


The most important point that is taken into consideration is that businesses should never buy an email list. The main reason behind this is that the users that you will be targeting with that purchased contact list, might be interested or not interested in your services or they might add you to their spam folder. So, it is better to target users that you have achieved by building your email list, as you have an idea what are their likes and dislikes and you can target them based on the assumptions that you have achieved.


  1. Exclusive Offers


Limiting an offer for a certain number of people or for a certain period of time suggests that the offer is exclusive and if you missed it, you are not going to get it again. Such offers are loved by the users as it creates a sense of urgency and excitement within them and they will definitely enter your website and look for the details. This offer or sale will thereby increase website traffic and user engagement into your website.

We have seen various eCommerce websites implementing this strategy to attract customers to their website. So, what are you waiting for? Go and implement this strategy into your email marketing campaigns.


  1. Avoid No-Reply to your emails


This is the most important best practice that you should follow while implementing your email marketing campaigns. Do not make your emails as “You cannot reply to this mail”.

This suggests that these are auto-generated emails and there is a high possibility that they are not written by humans. The customers are likely to open those emails which they feel are written by a human and they can reply to them if they are facing any kind of issues with your products and services. This reply feature will allow you to have a better interaction with your customers and you will understand what are the major problems customers are facing while using your products and services.



“No Reply” emails do not offer an option to opt-out of email services which suggests that your business is violating the CAN-SPAM Act. This act has certain rules and regulations that businesses should follow while implementing email marketing campaigns.


CAN-SPAM ACT has the following set of rules-

  • Don't use false or misleading header information.
  • Don't use deceptive subject lines.
  • Tell recipients where you're located.
  • Tell recipients how to opt-out of receiving future emails from you.
  • Honor opt-out requests promptly.

 

  1. Giving Extra to your audiences


You can offer something extra to your users. The users are getting a large number of emails every single day. It can be either related to professional, educational, or promotional purposes. It is very important to give users something extra which will make them open your emails before anyone else. With the tons of emails received every day, the users don’t actually open all of them, they look for the ones that are providing some kind of value to them.


For instance: If the trial period of the user is about to over you can give them extra days to use your services for some more time and then they can go on for the subscription option. This strategy can be effective if the user has been inactive on your website for quite a long period of time and you can give them some extra days of the trial period such that they will come back and use your services again.


  1. Email’s preview text


When we receive an email on mobile phones, we are able to see a preview text of the emails in the notification bar itself. We need to make sure the preview that will be generated to the user is actually effective. The reason behind this point is the kind of text that we get in the preview section which states can’t see images? Or like email not displaying correctly? Such texts can decrease the open rate of your emails as the user might think that this email is of no use to them and it may not open. Avoid such texts in the notification bar preview section.



  1. Use Testimonials


This is a great practice to follow while you are sending your marketing messages to the user’s inbox. Customer reviews, testimonials, product ratings can help you build credibility and a trustworthy relationship with the customer. These things help them analyze and end up making a buying decision. When we are looking for a product, we go through various websites, check for the prices, look for the customer reviews and then end up making the final decision that from where we will be buying the product.


The reviews help users to analyze that the required product delivered by the website was working properly and smoothly if the product was an electronic item. If you are an educational website, you can add the reviews of the students who took classes from you and now have achieved the best for them. Various things can be added to this email depending on the category of your business.

 




  1. Make your email greetings personalized


You can personalize your email greetings while sending an email marketing campaign to the users. We do segment our email audiences based on their interests, membership, etc. But how many times have we seen emails saying Dear Name? Not that much! But this is a good practice to follow while sending email campaigns to the users. You don’t have to manually write each name for each email that you will be sending. Email Marketing tools provide ceratin features to accomplish this practice and make your task much easier than ever before.



  1. Humanization of your brand


Companies often send emails that are either auto-generated or just a normal one. Emails should be sent in such a way that the users should feel that it is actually written by a human. As we discussed before, the businesses should not send auto-generated or no-reply emails as these will give your email open rate a drastic decrease as well as you might end up in the SPAM section.




You can address the users from a member of your company which will make the email more humanized and the users will be able to feel connected to your campaign. You can talk about the challenges you have faced, the failures, the success stories of your business, or expressing gratitude to the user for their support is a plus point to add when you are implementing your marketing campaign.


You should write your emails in a friendly manner so as to interact in a better way with your users and thereby turn them into your potential prospects. These steps are definitely going to help you to increase your conversion rates and user engagement.


  1. Subject Lines


You should write impressive and eye-catching subject headlines to make your emails get opened easily. A good subject line should be between 30-50 characters. You should write the email subject line in such a way that it shall create a sense of urgency within the users and thereby they will open your email.


  1. Tying Landing pages to email content


You should take care that your landing pages are connected to your email content, i.e., you are providing the links to your pages such that the user enters into your website and goes through the desired products or services. The look and feel of your landing pages should match the email, i.e., the look and feel should be consistent which will help you in building the trust of your customers.




You can also keep track to see which emails and landing pages are proving out to be the best for your business. This analysis helps you make the campaigns better every day.


  1. Mobile optimized Emails


Make sure that your emails are responsive and are optimized for all kinds of devices for viewing, i.e., either a desktop, mobile, or tablet. People are using mobile devices more than desktops these days and the usage of mobile devices accounts for almost 3.5 billion users around the world. The statistics also show that the mobile email open rate accounts for 60% of all opens, and it is quite obvious that this percentage is going to grow with each passing year.




  1. Call to Action(CTA)


Call to action suggests that what is the next required step the user will be taking while reading your email. It can be either a button or a link to your product page or any specific page where you wish to redirect your user. It can also be said that CTA defines the goal of your campaign. Make sure you are prioritizing one CTA per email, i.e., you want the users to redirect to a specific page in the specific email campaign sent by you to the desired user.


Email marketing is one of the oldest and most effective forms of marketing strategy. The tech industry is arriving with new technologies every month which you can easily use to implement your marketing campaigns but emails are widely used by the majority of audiences and they can come out to be of immense value for your business. It is also coming out to be useful as the number of mobile internet users has increased majorly in the last few years and users prefer mobile to desktop to check emails.


Emails play a very important role in interacting with customers. We get various emails every day displaying special discounts, new products, order delivery, reviews, feedback and so much more.

An effective Email Marketing strategy will help you accomplish the following goals-

  • Increase User Engagement
  • Increase in the number of conversion rates.
  • Increase in the overall website traffic
  • Visualize your campaigns on a large scale and understand which one proved out to be the best one for your business.
  • A strong relationship with customers and prospects.
  • Building a strong connection and trust for your brand within the users.


Email Marketing is all about giving customers delightful and valuable experiences that keep them engaged with your brand and services. We’ve put together a list of some of the best email marketing tips to help you improve the performance of your campaigns and thereby increasing user engagement and traffic to your website.


  1. Email Lists


The most important point that is taken into consideration is that businesses should never buy an email list. The main reason behind this is that the users that you will be targeting with that purchased contact list, might be interested or not interested in your services or they might add you to their spam folder. So, it is better to target users that you have achieved by building your email list, as you have an idea what are their likes and dislikes and you can target them based on the assumptions that you have achieved.


  1. Exclusive Offers


Limiting an offer for a certain number of people or for a certain period of time suggests that the offer is exclusive and if you missed it, you are not going to get it again. Such offers are loved by the users as it creates a sense of urgency and excitement within them and they will definitely enter your website and look for the details. This offer or sale will thereby increase website traffic and user engagement into your website.

We have seen various eCommerce websites implementing this strategy to attract customers to their website. So, what are you waiting for? Go and implement this strategy into your email marketing campaigns.


  1. Avoid No-Reply to your emails


This is the most important best practice that you should follow while implementing your email marketing campaigns. Do not make your emails as “You cannot reply to this mail”.

This suggests that these are auto-generated emails and there is a high possibility that they are not written by humans. The customers are likely to open those emails which they feel are written by a human and they can reply to them if they are facing any kind of issues with your products and services. This reply feature will allow you to have a better interaction with your customers and you will understand what are the major problems customers are facing while using your products and services.



“No Reply” emails do not offer an option to opt-out of email services which suggests that your business is violating the CAN-SPAM Act. This act has certain rules and regulations that businesses should follow while implementing email marketing campaigns.


CAN-SPAM ACT has the following set of rules-

  • Don't use false or misleading header information.
  • Don't use deceptive subject lines.
  • Tell recipients where you're located.
  • Tell recipients how to opt-out of receiving future emails from you.
  • Honor opt-out requests promptly.

 

  1. Giving Extra to your audiences


You can offer something extra to your users. The users are getting a large number of emails every single day. It can be either related to professional, educational, or promotional purposes. It is very important to give users something extra which will make them open your emails before anyone else. With the tons of emails received every day, the users don’t actually open all of them, they look for the ones that are providing some kind of value to them.


For instance: If the trial period of the user is about to over you can give them extra days to use your services for some more time and then they can go on for the subscription option. This strategy can be effective if the user has been inactive on your website for quite a long period of time and you can give them some extra days of the trial period such that they will come back and use your services again.


  1. Email’s preview text


When we receive an email on mobile phones, we are able to see a preview text of the emails in the notification bar itself. We need to make sure the preview that will be generated to the user is actually effective. The reason behind this point is the kind of text that we get in the preview section which states can’t see images? Or like email not displaying correctly? Such texts can decrease the open rate of your emails as the user might think that this email is of no use to them and it may not open. Avoid such texts in the notification bar preview section.



  1. Use Testimonials


This is a great practice to follow while you are sending your marketing messages to the user’s inbox. Customer reviews, testimonials, product ratings can help you build credibility and a trustworthy relationship with the customer. These things help them analyze and end up making a buying decision. When we are looking for a product, we go through various websites, check for the prices, look for the customer reviews and then end up making the final decision that from where we will be buying the product.


The reviews help users to analyze that the required product delivered by the website was working properly and smoothly if the product was an electronic item. If you are an educational website, you can add the reviews of the students who took classes from you and now have achieved the best for them. Various things can be added to this email depending on the category of your business.

 




  1. Make your email greetings personalized


You can personalize your email greetings while sending an email marketing campaign to the users. We do segment our email audiences based on their interests, membership, etc. But how many times have we seen emails saying Dear Name? Not that much! But this is a good practice to follow while sending email campaigns to the users. You don’t have to manually write each name for each email that you will be sending. Email Marketing tools provide ceratin features to accomplish this practice and make your task much easier than ever before.



  1. Humanization of your brand


Companies often send emails that are either auto-generated or just a normal one. Emails should be sent in such a way that the users should feel that it is actually written by a human. As we discussed before, the businesses should not send auto-generated or no-reply emails as these will give your email open rate a drastic decrease as well as you might end up in the SPAM section.




You can address the users from a member of your company which will make the email more humanized and the users will be able to feel connected to your campaign. You can talk about the challenges you have faced, the failures, the success stories of your business, or expressing gratitude to the user for their support is a plus point to add when you are implementing your marketing campaign.


You should write your emails in a friendly manner so as to interact in a better way with your users and thereby turn them into your potential prospects. These steps are definitely going to help you to increase your conversion rates and user engagement.


  1. Subject Lines


You should write impressive and eye-catching subject headlines to make your emails get opened easily. A good subject line should be between 30-50 characters. You should write the email subject line in such a way that it shall create a sense of urgency within the users and thereby they will open your email.


  1. Tying Landing pages to email content


You should take care that your landing pages are connected to your email content, i.e., you are providing the links to your pages such that the user enters into your website and goes through the desired products or services. The look and feel of your landing pages should match the email, i.e., the look and feel should be consistent which will help you in building the trust of your customers.




You can also keep track to see which emails and landing pages are proving out to be the best for your business. This analysis helps you make the campaigns better every day.


  1. Mobile optimized Emails


Make sure that your emails are responsive and are optimized for all kinds of devices for viewing, i.e., either a desktop, mobile, or tablet. People are using mobile devices more than desktops these days and the usage of mobile devices accounts for almost 3.5 billion users around the world. The statistics also show that the mobile email open rate accounts for 60% of all opens, and it is quite obvious that this percentage is going to grow with each passing year.




  1. Call to Action(CTA)


Call to action suggests that what is the next required step the user will be taking while reading your email. It can be either a button or a link to your product page or any specific page where you wish to redirect your user. It can also be said that CTA defines the goal of your campaign. Make sure you are prioritizing one CTA per email, i.e., you want the users to redirect to a specific page in the specific email campaign sent by you to the desired user.


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