Email Marketing Best Practices

Email MarketingEmail marketing is the most effective and least expensive channel for businesses to nuture leads and communicate to customers. According to HubSpot, email marketing produces an ROI of 4,300%. When 91% of consumers check their email daily, it’s easy to see why email is such a successful channel for getting in front of your audience.

Email campaigns can also outperform social media campaigns for conversion goals. Emails get sent to a pre-qualified audience familiar with your brand. Even if the message isn’t opened, you gain brand recognition and value by the user seeing the email and subject line. While you might have access to a larger social network than your email list, your organic posts only reach a fraction of that network, and boosted posts typically don’t command the same attention.  HubSpot reports that 77% of consumers prefer email for marketing communications.

How do you get subscribers to open your email? What makes an email effective? HubSpot teaches that successful marketing emails boil down to delivering the right content to the right audience at the right time. Here are some cross-industry guidelines that will help ensure a successful campaign:

Subject Lines – Short, personal, and captivating

Subject lines are often overlooked or added last minute. But before people can engage, you need to motivate them to look at your message. Subscribers spend 3-4 seconds determining if they are going to open an email. Grab their attention immediately.

• Craft a subject line with less than 50 characters. A subject line with less than 10 characters has a higher than average open rate.
• Avoid using spam language like ‘buy now’ or ‘free’. Even including a dollar sign ($) can trigger a spam filter.
• Include a contact’s first name if you can. Personalization increases open rates up to 22%.

Content – Meant just for them

Once you get someone to open your emails, find ways to keep their attention.

• Write a relevant, focused message that delivers any promises made in the subject line.
• Ensure you have impactful, interesting, and compelling content or offers. Irrelevant content causes 25% of people to eventually unsubscribe from permission-based emails.
• Take advantage of personalization techniques. Recipients should be segmented by their buyer personas. Targeted email sends get 62% more clicks than non-segmented lists.

Call-to-Action – What’s next?

Make it obvious what the reader should do after reading your email.

• Use call-to-action (CTA) buttons that clearly state what the user should do.
• Test different CTA variations, but change only one variable at a time to analyze effectiveness, such as color, design, or text.

Responsive Design – Does it look right?

Assume your email will be read on a mobile device. Optimize to make that user experience quality across devices.

• Optimize all html-formatted emails for mobile.
• Use a font size of 16px for body, and 22px for headlines to keep emails easily readable across various viewports.
• Keep the layout simple. Using a skinny, single-column design helps accommodate viewing on smaller screens.

Landing Pages – The conversation continues

• Ensure your landing page messaging and offers are congruent with the email’s call-to-action.
• Unless the user should take action directly on your site, avoid showing all of your website navigation on the landing page. The layout should display limited content, relevant images or video, and any form needed to capture more information.

Permission-based email marketing can open up huge reach opportunities and high return, but only when it’s executed well. Interested in how email marketing can work for your organization? Take a look at some of our case studies to see how DaviesMoore has used large-scale email marketing campaigns to produce high-impact results.