Best Practices for Email Marketing

October 25, 2016 9:53 am

Email marketing may not be the shiny new toy that marketing departments are always looking for to engage loyal customers and hook new ones, but it certainly is not dead, as some businesses claim. In fact, by the end of 2016, it’s predicted that there will be 4.6 billion email accounts. That is a huge audience that should not be ignored. Yes, we are all tired of our constantly filled email inboxes, but for many companies email marketing can be a secret weapon that drives most successful marketing campaigns today. With that in mind, we have compiled some of the best practices that should be followed when launching a new email campaign for your use.

 

  • Go Mobile – It is not overstating it to say that everyone uses their mobile devices such as laptops, smartphones and tablets to check and respond to emails. If your emails are not using responsive design and, therefore, are not mobile friendly then your business is missing out on a potentially large audience. Kissmetrics estimates that your company can double your click-through-rate just by changing to a responsive design.
  • Be Personable – Your email should open with a personalized greeting to lift your open rates. For example, Marketing Sherpa did a recent study that found that personalization increased open rates by 29.3 percent overall. Transaction rates and revenue per email was also much higher due to personalizing the greeting, subject line and topic.
  • Call to Action – Most marketers would agree that the call to action is the most important part of an email message. Therefore, the call to action should be clear, concise, and given ample visual attention. Therefore, it is best to keep the call to action above the fold.
  • Offer Promotions – Most customers like an incentive to read an email or newsletter. By offering incentives, your business can engage customers and increase revenue. For example, offer an incentive with each email such as, “20% off if you mention this email or print this coupon for extension to our sale.”
  • Branding with your Logo – Put your logo in the upper left-hand side of the email. According to Hub Spot, eye tracking studies have found that people instinctively look for logos in the upper left-hand side of emails. Put your logo in the upper left-hand side to ensure it gets the most visibility.

 

 

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