Do you want to increase engagement, sales, and conversion rates?
Setting goals for your email marketing campaign and deciding how to achieve them is a tough task. By following industry best practices, your company will be positioning yourself to completing said goals. Our 25+ years in this industry has taught us a thing or two about email marketing strategy.
Here, we list our top ten best email marketing practices that your company needs to begin now.
Top 10 Best Email Marketing Practices to Implement Now
1. Build your email campaign with a specific goal in mind – decide what you want to accomplish with this email marketing message, then build the message from there.
2. Engage your busy reader immediately with a powerful subject line. The email subject header is your first and best chance to catch the reader’s attention, so be bold, not bland.
3. Keep the email subject line short and sweet. Get your message across in 30 characters or less (including spaces between words).
4. The first line of your email message – what your readers see as snippet text or a pre-header in their email “In” box – must get right to the point and reinforce the headline message included in the subject line.
5. Include a strong, specific call to action in the email – and do it at or near the top of the message. If you ask the reader to visit your web site, provide a clickable link to the relevant landing page(s).
6. Make your message concise and relevant. Send information or an offer that your customer needs and wants, based on past purchasing behavior or other actions.
7. Personalize your message, and match the right offer to the right person. Don’t send the same promotional message to previous buyers as you do to prospects.
8. Limit your use of images, and don’t use audio, video or Flash unless you’re sure they will work or display properly in the email programs your recipients use. A safer bet is to simply include in the email a clickable link to rich media content on your web site.
9. Test – so you know what works and what doesn’t. This allows you to improve response rates in future email campaigns.
10. Get permission to send email to clients and prospects alike. Don’t sabotage the goodwill you’ve built by failing to ask recipients to opt-in.