Email marketing can be an extremely effective way to reach your target audience, nurture relationships, and drive conversions. However, in order to achieve success with your email campaigns, it's important to follow email marketing best practices.
Conduct Thorough Research
Before launching any email marketing initiative, it's crucial that you conduct thorough research. You need to get to know your target audience intimately—their challenges, goals, motivations, and more. This will allow you to create content and messaging that truly resonates with your subscribers.
Additionally, research your competitors' email campaigns. See what kind of emails they are sending, the frequency, design, etc. This will provide you with ideas and benchmarks for your own email marketing. For example, you could analyze the influencer marketing skills they use in their outreach emails.
Focus on Delivering Value
One of the most important email marketing best practices is to always focus on delivering value to your subscribers. Don't make every email a sales pitch or self-promotional message. While you do want to promote your products, do so in a way that provides real utility to the reader.
For example, you could send an email with tips for using your product more effectively. Or provide thought leadership content that builds trust and establishes your expertise. When you consistently provide value, subscribers will look forward to getting your emails.
Optimize Subject Lines
Your email subject line is the first impression your message will make on readers. An effective subject line piques curiosity and compels the reader to open your email.
Some best practices for optimizing subject lines include:
Keeping it short and scannable (under 50 characters)
Using the recipient's first name to personalize
Using numbers and specificity like "5 Expert Tips for..."
Conveying urgency or value like "Ending Tomorrow: 50% Off Sale"
A/B test different subject lines to see which ones deliver the best open rates, similar to A/B testing Facebook ad campaigns.
Automate When Possible
Marketing automation tools are invaluable for executing email campaigns more efficiently. Here are some of the key ways to use automation:
Welcome emails to new subscribers
Activity-triggered emails when a subscriber takes an action
Segmenting your list based on buyer personas, engagement, etc.
Triggering re-engagement campaigns for inactive subscribers
Sending follow-up or cart abandonment emails
Scheduling your email content calendar in advance
Automation allows you to scale your efforts and ensure consistency in your messaging.
Make Mobile Optimization a Priority
With more people checking email on mobile, it's essential to optimize your campaigns for mobile devices. Use a mobile-responsive email template so your emails render well on any screen size.
Also, make buttons and calls-to-action obvious and easy to tap on a touchscreen. Ensure copy is concise and gets to the point quickly.
Send previews of your emails on mobile devices before deploying to check how they will appear. Mobile optimization improves deliverability and the reader experience.
Test and Refine Your Campaigns
The most successful email marketers are constantly testing and optimizing their messaging as part of an iterative digital marketing strategy. Pay attention to open and click-through rates to see which emails resonate best with your audience.
Try A/B splits or multivariate tests to compare different subject lines, content formats, designs, etc. Examine your email analytics to see which segments of your list engage most. Then refine your approach based on the data and testing results. Email marketing is an iterative process that requires diligent refinement over time.
Develop a Consistent Schedule
According to Email Marketing Best Practices surveys, inboxes that receive email 4-5 days a week have above-average open and click rates. Develop a consistent schedule so subscribers know when to expect your emails.
For example, you might send promotional emails on Tuesdays and Thursdays, educational content on Wednesdays, and newsletters on Fridays. Consistency and predictability will help keep your brand top of mind. Avoid "batch and blast" emailing patterns.
Personalize Messages When Possible
Personalized emails deliver 6x higher transaction rates according to studies. There are several ways to infuse personalization into your campaigns:
Using first names in subject lines and content
Sending behavior-triggered emails when a user takes an action
Segmenting your lists based on user attributes and preferences
Dynamic content that changes based on the recipient
Recommending specific products based on past purchases
Personalization shows subscribers that you value them as individuals. But avoid overly salesy or promotional language in your personalization.
Launch Re-Engagement Campaigns
For subscribers who haven't engaged lately, set up win-back campaigns to reactivate them. These should have a different tone/content than your regular emails. For example, you could send an email offering a special incentive to check out a new product. Or simply ask for feedback on why they haven't engaged recently.
Win-back campaigns are a chance to reconnect with inactive subscribers and potentially turn them into loyal evangelists again. Just be sure your messaging comes across as helpful, not salesy.
Monitor Metrics and Continuously Improve
To achieve long-term email marketing success, you need to monitor open rates, click rates, conversion rates, and other metrics. Use this data to identify opportunities for improvement. You may find certain segments of your list have low engagement. Or that a recent campaign flopped. Figure out what's not working and keep evolving your approach over time. Email marketing is not a "set it and forget it” tactic. The best marketers are analyzing performance and tweaking their campaigns to maximize results.
So there you have it - 10 email marketing best practices to help you connect with audiences and accomplish your business goals. Which tips do you plan to implement right away? Let me know how it goes!