17 Email Marketing Best Practices That Actually Drive Results

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Whilst email marketing may not have the attention some newer marketing channels obtain, it’s still a good way for you to generate prospects and convert more prospects for your company.

Click here to download our free beginner's guide to email marketing.

With that in mind, I would like to share some email marketing best practices you can use to create more leads for your business.


1 . Don’t buy contact lists.

This first tip should come because no surprise, but provided the General Data Defense Regulation (GDPR), this bears repeating.

Email campaigns depend on a proper open rate, and if you’re contacting people whose information you bought – rather than gained from a previous conversation – you’ll rapidly see your emails’ performance drop.

The GDPR also needs each European recipient’s consent before you reach out to them, and purchased email lists usually do not include that consent.

For help reaching your target audience, think about Versium Reach – a platform made for B2B marketers that allows you to own information on your target audience across multiple marketing channels.

2 . Avoid using ‘No-Reply’ in the sender’s email address.

Seen of CAN-SPAM? This longstanding piece of legislation is a popular and important guideline for all e-mail marketers in the Oughout. S.

1 major rule in CAN-SPAM is to never use the words “no reply, ” or a similar phrase, as your email sender’s name (for example, “noreply@yourcompany. com”).

“No reply” in an e-mail message prevents recipients from responding and also opting out of more emails, which CAN-SPAM protects their right to do so at any time.

Instead, have your own automated emails come from a first name (for example, jamie@mycompany. com). Your customers are much more likely to open emails when they know they were written by a human being and it continues you compliant along with email regulations.

3. Stick to less than three typefaces.

The less mess you have in your email, the more conversions you will get.

Don’t junk up your email with more than two fonts or even typefaces, as that may distract readers plus ruin your email’s visual appeal.

Additionally , you want to use web-safe fonts with dimensions between 10-point plus 12-point. This ensures your email is going to be legible on all readers and gadgets.

4. Optimize the email’s survey text.

If you subscribe to a e-newsletter, you’ve likely noticed a message like this on top of your email: “Email not displaying properly? Click here. ”

email marketing best practices: optimize the email's preview text

Don’t get me wrong – it’s a helpful caution but keeping it in the preview textual content of your email (also known as the preheader) may drastically impact your email’s open rate.

Firstly, since you’re telling receivers, “ Hello, this email might not work. inch Secondly, it doesn’t provide any insight into what the email is about.

Your survey text should dietary supplement your subject range by adding in information to capture your audience’s attention and encourage them to open.

By default, preview text pulls in the 1st several words from the email body and displays it close to the subject line before the person opens this.

The problem is custom made email templates often stick with conditional claims like “Can’t find images? ” or even “Not displaying properly? ” at the top banner, allowing it to slip directly into the preview when it goes out.

As a rule of thumb, at all times write a customized preheader that teases what your e-mail will offer.

Pro-tip: HubSpot users may fix this problem by customizing the preview text themselves within the backend of their email marketing newsletter.

five. Include an email personal.

Even if your newsletter is officially being sent to your contacts on behalf of the organization, rather than an individual, the email should include the trademark of a specific person.

In a 2019 State of Business Email Marketing study, 41% of internet marketers said they use e-mail signatures for logos and visibility. The second most popular reason for the use was to keep standard, cohesive sign-offs across all their companies.

Another reason you should include your email signature is that it’s a touch of personalization. People are normally more inclined to see an email if they this came from a human being, not only a collective marketing team. Your email signature is your ticket to their particular attention.

Need quick way to make a beautiful email signature bank? Use HubSpot’s E-mail Signature Generator. We also have an Out-of-Office Email Generator in making your response to inbound messages just as wonderful.

6. Thoroughly clean your mailing list frequently.

Some of your own email contacts might not opt-out of your email campaign, but will certainly still never open your emails.

It’s tempting to email as many individuals as possible to reach a lot more prospects, but maintaining your least-engaged recipients on your mailing list may kill your open up rate. People who never ever open emails create your campaign appearance worse since you’re not analyzing the campaign’s quality against your own most loyal receivers.

Review your listing of subscribers who haven’t engaged with your email messages over a certain time period, and remove them regularly. This gives you a more accurate email open price and keeps your own email campaign thoroughly clean of the people who are no more interested in hearing a person.

You can also apply a workflow by which they’re gradually moved to a less frequent email list depending on activity.

For example, say you have a daily newsletter. You could carry out a workflow by which subscribers who never open your e-mail in two consecutive weeks are moved to the weekly email. Then, those subscribers could be moved to the monthly newsletter when they don’t open 4 consecutive emails. And so forth.

It continues you from bombarding your subscribers with emails they’re not interested in while keeping your list clean.

7. Keep the main message plus call-to-action above the particular fold.

Above the fold refers to the information that’s visible to the reader before they scroll straight down.

Even though recent research suggests that consumers scroll more than they will used to – because of social media and top to bottom timelines – above the fold content still gets the many attention.

Eyetracking research from Neilsen Norman Group discovered that consumers invest 57% of their observing time on above-the-fold content. That number drastically goes down to 17% of the second screenful and gradually reduces as they scroll.

With this in mind, place your own message and CTA above the collapse. It’s the first thing your own recipients will see after they open your email, therefore increasing your transformation rate.

You can even run an A/B test first to validate the hypothesis and see if it functions for your emails.

8. Personalize the e-mail greeting.

How often do you understand emails that start, “Dear Member”?

You might segment your own email audiences the chosen type of customer these are (member, subscriber, consumer, etc . ), however it shouldn’t be the first thing receivers see in your organization messages.

Personalizing the greeting of the emails with your contacts’ first names holds the attention of each readers right away. For HubSpot users, this is known as a personalization symbol, and creating 1 looks like this:

email marketing best practices: personalize the email token

Then, the address type of your email would automatically produce the particular contact’s first name by fetching this particular personalization token in the email’s HTML, such as this: Hi,!

Don’t worry, personalizing an email’s greeting range with 50 recipients’ names doesn’t mean you’ll have to manually create and send fifty different emails from now on.

Many email marketing tools today permit you to configure the greeting of your email advertising campaign so that it automatically sends with the name from the people on your addresses – so everyone is getting a personal edition of the same message.

9. Maintain your email around 500 to 650 -pixels wide.

In case your email template is wider than 650 pixels, your email won’t show up properly and will require customers to scroll horizontally to read the full e-mail.

This is a pain, to say the least, and will most likely affect your transformation.

Having your design template fit within the standard format will make to get easier readability, better conversions, and an overall better user encounter.

10. Test your subject ranges and calls to action.

If you can’t seem to increase your email’s open and click through rates, a couple of things may be wrong: You’re not emailing the right people (are you buying your contact list? See the first tip at the top of this blog post), or the articles needs to be improved.

To start, focus on the latter, and conduct a good A/B test.

A/B tests can be used to improve almost any of your digital marketing content. In an email, this particular test splits your own recipients into 2 groups: Group A receives the regular e-zine, while Group B receives the newsletter with a specific variation.

This diversification tests to see if your audience would be more or less likely to take a good action based on that will element.

HubSpot Marketing Hub users can conduct e-mail A/B tests on anything from the subject line to the call-to-action (CTA) inside it.

For example , you might change the color of your CTA from red in order to green to see in case your email’s clickthrough price increases. If it does, the test indicates that you ought to change your emails’ CTA color to green from now on.

eleven. Include your logo.

Logos are a must when it comes to emails.

A 2020 study by Red Sort and Entrust discovered that logos positively impact email wedding as well as brand recall.

Brand remember increased by 18% after a five-second exposure when including the logo in the e-mail. Purchase likelihood furthermore went up by a whopping 34% within emails where trademarks were included.

With this in mind, add your logo to your email design to ensure that it’s always included.

12. Name the particular offer in your subject line.

When you include an incentive within your subject line, you are able to drastically increase your open up rates.

“Free shipping when you spend $25 or more” and “Receive a free iPod with a demo” are examples of good, incentive-focused subject ranges.

However , take care not to overwhelm your visitors with savings- or product-related emails.

Customer loyalty begins with casual business insights – only after nurturing in case you start introducing provides. Here’s an example of a message with an enticing subject line and hot, welcoming body copy:

email marketing best practices: name the offer in your subject line

13. Allow recipients to subscribe to your e-newsletter.

You might be thinking, ” Wait around, if they received the e-mail to begin with, shouldn’t they have subscribed? inch

Usually, yes, and therefore adding a “Subscribe” button for your email doesn’t help those who’ve already agreed to receive your emails. But great content is shareable content, and if your present subscribers are forwarding your emails for their friends and co-workers, you’ll want to help them subscribe, too.

Add a small but visible CTA that allows an email viewer to subscribe to the newsletter when they received this email from someone else.

But remember, because your publication should already become driving another action, such as downloading an ebook or becoming a community member, ensure this “Subscribe” key doesn’t distract or even confuse users, weakening your main campaign objective in the process.

14. Write compelling (but concise) subject lines.

A good issue line should contain between 30 plus 50 characters, including spaces. The reason why you decide to do this is that email providers often stop subject lines that go beyond this duration.

Your email subject line should also create a sense of urgency while giving readers some indicator of what to expect when they open the email.

15. Use auto-responders for opt-ins.

Be prepared for your readers to forget these people opted in.

Set up an auto-responder that reminds people they opted into your email database. The auto-responder should be sent out one day, five days, and 10 days following the person registers.

Each auto-responder email should also include additional content or reward material to incentive the reader for opting into the newsletter– or your readers might not feel they have enough incentive to actually opt-in.

16. Closely tie emails to landing pages.

Your landing page need to match the email when it comes to headline, copy, plus content. The look plus feel of your squeeze page should also match the e-mail as consistency goes a long way toward a customer’s trust.

Just make sure you’re using tracking tools to see which emails and landing pages carried out the best so you can maintain sending what’s functioning.

17. Carry out a five-second check.

Send a copy of the email to a friend or business associate. Will they quickly tell exactly what your call-to-action is definitely? If so, you’re golden. If not, keep functioning.

There are a lot of brand new tools at a marketer’s disposal that are getting attention these days. Yet email marketing has was the test of time regarding its influence on your customers. This old, reliable, and faithful device can really ensure you get the most out of your marketing initiatives.

Editor’s Note: This post has been originally published in June 2019 and it has been updated to get comprehensiveness.

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