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Email Marketing Best Practices Guide

the best practices to turn email marketing into an effective channel

For decades, email marketing has been one of the most effective digital marketing channels for businesses across the world. This is primarily because email marketing is associated with a very high Return on Investment (ROI), lead generation, and conversion of prospects to customers. However, the success of reaching prospects and customers by email is largely dependent on the techniques and strategies used by a business. This guide covers email marketing campaign best practices that you can use to leverage this powerful tool.

Be Creative with Personalization

Personalization is probably one of the email marketing automation best practices, and you can never go wrong with it. With your company’s contact database, you can automatically pull through your recipients’ unique data. Such data include their names, titles, dates of birth, and surnames. While using a customized subject line goes a long way in grabbing the recipient’s attention, it is creativity that will make your email marketing appear more human and less robot. Almost every email marketer is using personalization to launch their campaigns, and it is up to you to stand out from the crowd by being creative. Consider looking into extra details about your recipients, such as buying habits, location, age, and anything that you can use to add value to your campaign.

Use Catchy Subject Lines

A subject line is perhaps the most fundamental component of an email campaign. Subject lines reveal the intent of your email, and if well created, can result in increased lead generation. If your recipients do not find an appealing reason to open your emails, then you might be losing on time, money, and energy. This is why you must work on a subject line, and multiple ones for that matter, that increase your emails’ open rate. So, how do you come up with catchy subject lines? There are plenty of ways to go about this. Firstly, create subject lines that are entirely out of the ordinary to make them attractive. On the other hand, get some variations in your subject lines by turning around your sentences and using synonyms. You might also want to get ideas from your colleagues or members of your marketing team. You will be surprised at how good they may be in highlighting creative and catchy subject lines.

Be Simple but Interactive

Gone are the days when graphic-heavy and Html-rich email campaigns made the most out of a marketing strategy. The ideal way to grab the attention of the modern email consumer is by driving content that will keep them engaged. To keep the engagement high, one of the B2B email marketing best practices is to keep your campaign simple and interactive. If possible, go for more text-oriented emails that are designed with simplicity.

Create Relevant Content

Traditionally, email marketing focused on the volume of the content and not it’s quality. The problem with this technique is that most of the emails ended up landing in the recipients’ junk folders, as they were untargeted and irrelevant. Unfortunately, if an email is not forwarded with the right content, at the right time, and to the right people, businesses risk losing on their ROI. When it comes to email marketing best practices, highly-relevant and targeted content must be a topmost priority in your campaigns. For example, you can automate your emails to send a message to specific customers only when they exhibit certain behaviors.

Review and Optimize Your Landing Pages

While the right content is fundamental in email marketing, you must be cautious of the status of the pages where you are sending your recipients. Some of the email marketing design best practices include page optimization and proper positioning of your logo. For example, if you want your target audience to have a look at a particular product, then you should send them to that product’s landing page only. Sending them to your homepage or a landing page for an entire product line will only get the site visitors frustrated. On the other hand, studies reveal that logos have a significant influence on the consumers’ trust in a brand. You must, therefore, position your logo in a way that customers will see it once they visit your page. According to statistics, a majority of individuals visiting a website instinctively look for a brand’s logo on the upper left side of the site.

Mobile-friendly Calls to Action (CTAs)

Undoubtedly, CTAs are the most critical aspect of your email campaign, as they are directly linked to your marketing goal. Whether you want your target audience to engage your business further, make a call, register for a corporate event, or purchase a product, your click-through rate must be relatively high. One of the email marketing call to action best practices is having mobile-friendly CTAs. In an era when smartphone technology has taken the digital industry in a wave, you can only have email campaigns done in a mobile-centric CTA design. According to recent statistics, over 45% of all people use their mobile phones to check their emails.

Do Not Forget to Create Valuable Content Consistently

It is possible to believe that you have achieved your marketing goals by having increased subscription or open rates. However, when a recipient is pleased by your first mail, they are more likely to subscribe to your email and even begin anticipating your emails. This is where consistent emails come in. When this is the case, you must ensure that you do not create content for the sake of sending emails. Ensure that every email you drop to your recipients has added value to them and your brand image too. The higher the value of your content, the more you are likely to get loyal customers.