10 Email Marketing Best Practices You Need to Know

By Mayank Trivedi » 7 min read

Every day, billions of emails are sent by marketers across the world. For most brands, email marketing plays a key role in improving customer engagement, driving conversions, and growing revenue. 

According to research, welcome emails have an 82% open rate, emails with personalized subject lines have 50% open rates, sending at least three abandoned cart emails results in 69% more orders than a single email, and adding videos and images can increase click rates by 300%. Here are some practices you must follow to sharpen your email marketing sword:

Segment your emails

Consider factors such as location, engagement level, and customer type to accurately segment your emails. For first-time customers or customers who have never made a purchase, you can also include first-time discounts. For customers who have subscribed and made multiple purchases, you can segment them for the long term or a customer loyalty program. Regular customers don’t need to be lured with discounts, in fact, showcase your appreciation and promote products relevant to their previous purchases or shown an interest in.

Drive action with subject lines

You can use different writing formats to craft your subject lines. Some effective types are subject lines that generate curiosity, subject lines that provide an offer, subject lines that communicate scarcity, and subject lines that use statistics. Whatever your writing style, make sure your subject line is clear, concise, and compelling. Make it a point not to oversell your email content in the subject line. Once you write a subject line, make sure to run A/B tests on your subject lines, to understand what works for your audience. Learn more about different subject line types here.

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Send emails at the right time

Tuesdays and Thursdays are the best days to send emails if you’re looking to get high open and click-through rates. According to the latest data, emails sent at 8 AM, 1 PM, and 5 PM perform the best. Also, you should avoid sending emails during the weekend. Transactional emails should be sent as soon as a purchase is made, for instance, the confirmation email should be sent instantly; lifecycle emails need to be tested frequently to get the right result, as it’s sent based on the customer’s behavior and abandoned cart emails can be sent according to your strategy for recovering orders.

Use content best practices

To hold the attention of your audience at first glance, make sure you personalize the greeting of your email with the contact's name. The content should be concise, compelling, and relevant to the brand. Convince the subscribers to act promptly, by putting important information upfront and the rest of the details later. Ensure that the paragraphs are short and concise with bullet points or headings. Use formatting options strategically to highlight text and bold phrases to draw attention. Incorporate images or videos to add value to your email, as it captures the reader’s attention.

Position the logo correctly

Customers instinctively look for your brand logo on the upper left side of the email (as most sites place their logos there). Make sure you consider this factor as you go about designing your email. It is also acceptable to put the brand logo at the center, right above the email content. Branding the header is essential, as it reminds readers that the email has come from you, and it’s authentic.

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Mobile optimization and responsive design

49% of emails are opened on mobile devices. Therefore it is imperative to optimize your email for a responsive email design so that customers can read the email without any problem. Also, keep your email 500-650 pixels wide, so that recipients can read your mail without any hassles. Most email marketing platforms make it easy to design responsive emails by selecting an option to automatically optimize for mobile or by selecting a responsive template.

Link emails to landing pages

Your landing page should be consistent with your email design and content. The look and feel of the email should be in sync with that of the landing site, to build the trust of the customer. Use a tracking tool to see which emails and landing pages have performed best and what will work for more emails in the future.

Use effective CTAs

After the customers read the email sent, the next thing you want them to do is to click on a button or link that takes them to your website. Call to action (CTA) is the driving goal of each campaign. Ensure that you focus on only one central action in every campaign, or else it will confuse or distract the reader. Use words that create a sense of urgency, like highlighting phrases like ‘Buy Now’, ‘Limited Time’, ‘Limited Offers’, and many more. Your CTA should be noticeable and stand out in the email. Use button images instead of text and use attractive colors to make them stand out. Ensure that it is in a white space, but not at the bottom of the email, or else it will not be visible to the reader. Also, ensure that the CTA is repeated at least three times in the email in various formats and at strategic locations.

Measure email performance

One of the most important best practices is to measure your email performance. It is the best way to enhance your email marketing campaigns. It’s not at all complicated to track your email performance. One needs to monitor the right metrics and identify what it means for your emails. There is four primary email marketing analytics you should track: Bounce rate, open rate, click through rate, and opt-out rate. This will help in understanding the performance of your ecommerce site and you can act immediately to make the requisite changes to improve it.

Update your contact database

To improve your open rate, you must clean your mailing list as frequently as possible. At times contacts may not open your mail nor opt out of your email campaign. Keeping the least engaged recipients on your mailing list can ruin your open rate, as they make your campaign look worse, as you are not analyzing the quality of the campaign against your loyal recipients. Ensure you regularly remove those contacts who have not engaged with your emails for a certain period. This will help you make an accurate analysis.

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Mayank Trivedi

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