By StepUpwards Team, 31st January 2022
Sent, read, and trashed? Is this the kind of treatment being given to your company newsletters? Then read on to find the solution.
Email marketing is one of the many effective marketing tools that can help businesses promote their products, and services to their end-users. Using email marketing techniques correctly can land up in generating leads.
Here are 15 best email practices that can be used for making each and every email campaign advantageous. If used correctly these can drive positive results, and can make a big difference!
Building email lists faster can always urge you to buy them from service providers at cheap rates but it’s the worst email marketing practice that one can follow. Get it straight that you can never buy good-quality email lists from anywhere in the world.
No matter who is sending the email it is coming directly from a business entity. So, it is wise never to use a personal mailing address, and rather opt for a professional one that generally includes the name of the business. The main aim of using a professional email address can increase the IP reputation as well as ensure confidentiality, and stop it from getting lost amidst the varied range of emails that hit our inbox.
A subject line in an email is the first thing that a recipient notices. So, the line must be apt, to the point as well as punchy to make the recipient interested in opening the mail. Usually, a proper subject line must always be between 30, and 50 characters that shall include the spaces too. A well-defined, and effective subject line will always create urgency amongst readers hence attracting them to open the email.
It may often tempt you to shoot an email to your customers with informal salutations but you must make it a habit to use professional greetings thereby setting the correct tone of the conversation. For example, it would be correct to replace ‘Hey’ with a simple ‘Hello’.
A pre-header by default usually accommodates the first few words of an email body and showcases it next to the subject line even before the person clicks on the email to open it. This preheader actually is for grabbing the attention of the audience thereby encouraging them to open the mail. Making a customized subject line for every email can be a really important practice that may drive good results because it can give a sneak peek into what the email might actually have to offer.
Adding an email signature wherever possible will generate a feeling of personalization with your recipients. Even in the case where the newsletter is being sent to the recipients on behalf of a specific company, it's best to include a signature. Contacts are inclined more towards opening mails sent with a signature which confirms the originality of the mails.
After the entire email body has been composed, a thumb rule must be made to check it thoroughly so that silly spelling mistakes or awkward grammatical errors can be avoided. Sometimes reading out the email loud may help you refrain from avoiding mistakes that our eyes may often overlook. Proofreading can also be the key to faulty call-to-action landing pages.
You must register the fact that mail cannot be sent without a logo. A logo is the face of the brand and the company. Adding a logo will have a positive impact on the readers thereby enforcing brand recall, and better engagement rates.
Making an email lengthier has to be a strict no-no. The crisper and shorter your emails are the better engagement rates you can seek. The biggest plus point of keeping the emails shorter would be requiring lesser time to design them. There is no reader who has enough time to go through larger, and unnecessary information in an email.
No matter what email you design should be in sync with the subject, content, and copy of the mailer. The landing page that is added in the CTA button should be similar to the mailer sent, as consistency is a way to gain the trust of the readers. One thing that must be kept in mind is to check the tools which keep a track of the performance of these landing pages to assure that the correct ones are sent.
CTA aka call to action is that button that can actually convince the visitors on a website to finish off a specific action. Supposedly you are sending an email that is for downloading an ebook then the CTA button must clearly read ‘Download Here’. The CTA should always be small yet visible to the subscribers.
An email list will always consist of users who are both committed, and the ones who have zero engagement. The non-committed ones shall be the ones who neither opt-out of your campaign nor ever tend to open it. Though it may sound enticing to keep sending emails to a larger list for more prospects, this would mean that the open rate would suffer due to the non-engaged consumers. Your email list must be scanned and reviewed periodically to remove the dead weight from the lists to get a better open rate.
If under any circumstances the mailer template exceeds 650 pixels, the emailer will not be displayed properly. As a result, the subscribers shall have to make an effort to scroll horizontally to completely read the mail body. This in turn will have an ill effect on the conversion rates. To improve user experiences along with increased conversions optimization of the email template is a necessary evil.
Another email practice that can really be fruitful is to keep running split tests of the email campaigns. These split tests should be done on the CTA, and the subject lines decided for a particular campaign. If you want your email open, and click-through rates to rise then A/B testing is what you need. This test specifically divides the entire list into 2 groups, one is group A, and the other is group B. One group gets the original newsletter copy, and the other group receives one with certain modifications like a different subject line or a separate colored CTA. The results determine which campaign was successful, and what changes can be made for the betterment of the upcoming newsletters.
After an individual sign-up, the auto-responder that is set up must be ready to notify these registered subscribers that they have signed up. These auto-responders must be set at an interval of 1,5, 7, or 10 days after the people have signed up. The message is that these auto-responders must carry additional content which expresses gratitude towards the ones signing up for your newsletters.
Email etiquettes have to be thought off in a proper manner. After an email is devised you can just brush it off with your team to check whether you are set to fire your email to the contact lists. We hope that these 15 best email practices can be put to use, and then see your emails being read rather than being discarded.