Email Marketing Best Practices

The best marketing strategies will combine both inbound and outbound marketing channels. Inbound marketing continues to be critical to those companies looking to harvest demand and serve content. Outbound marketing however, is a way of creating demand.

These two types of marketing can be used together in a well-rounded marketing strategy. And email marketing can combine the two – if done correctly.

Email marketing has changed dramatically in the last few years. Social media, mobile devices, privacy legislation and marketing automation are just some of the key tools and techniques that are becoming more popular in the marketing world.

Getting your email opened

1. From name

Send your email from a known individual if you can. An account manager or executive name works well, as the recipient will feel as though the email is personalised. For a newsletter, or company news, a company name can work well, as it’s generic and recognisable.

2. Subject line length

This should be less than 40 characters or 5 to 6 words. Your words need to be impactful, especially if your email is being viewed on a mobile device where subject lines are often cut short.

3. Subject line copy

Focus on what the audience wants to know. It needs to tell them what’s in it for them. Use words that will drive action.

4. Segment your contacts

Sending ‘batch and blast’ emails don’t work anymore. Send personalised emails based on geo-location or different demographics, such as their gender or age (we can help with this!).

5. Data law

Make sure you’re up to scratch with the latest marketing laws for your country. Here in the UK, data can be bought, but you must include an unsubscribe button so that your recipient can opt out at any time.

6. Time and day of sending

A few years ago, there were set times and days where emails performed better. But now, as more people have mobile devices and check their emails on the go, there isn’t a magic time. Test timing to find out what works best for you.

Here are 5 ways to make your emails more personal and relevant, to encourage a response:

1. Personalisation

Use personalisation in your emails, for example, say ‘Hi Joe’ to make your introduction seem friendly, natural and current.

3. Make the copy inviting

Write as though you are having a conversation with your recipient, rather than talking at them.

4. Tone down the graphics

Heavy imagery in an email campaign probably won’t pass through Internet Service Providers’ spam filters, as heavy imagery is associated with spam messages. It also appears very advertise-y to recipients.

5. Include a P.S.

Studies have found that once an email is opened, the reader will scan the subject line, from name, skim over the body of text, but stops to read the P.S. Include one and see how it affects your campaign.

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