Email Marketing Best Practices
Many small businesses use email marketing to connect with their customers and clients. However, you want to make sure you follow email marketing best practices. For example, you don’t want to add anyone to your email database who did not ask to be added. This is not an email marketing best practice. In fact, your business could be marked as Spam. When this happens, your company loses credibility.
It’s important to add value to your target market. Don’t send an email newsletter if you don’t have anything of value, whether it’s a blog post, article, or an offer. Remember, most people receive a staggering number of emails throughout the day, week, and month. You want to keep them on your list and most importantly, you want them to share your emails with everyone they know.
Another email marketing best practice is to make sure your email newsletter or eBlast is accessible via mobile. Mobile marketing is huge. If your emails don’t show up correctly on a smartphone or tablet, you won’t convert those users. And worse, they could unsubscribe from your email list and decrease the number of your email subscriptions. Before you send out an email, preview and test it. Look at everything from the text to color scheme. Make sure your emails are pleasing to the eye, not matter if customers use a laptop, desktop, or mobile device.
Pay attention to subject lines. They should be short, snappy, and 50 characters and under. For example:
- There’s not a moment to lose…
- Do it immediately…
- Did you receive your INVITE…
- It’s happening NOW…
- Lose weight in 15 days with this miracle workout…
Here’s another tip: think about the emails you receive. What made you open them? Look at everything from the color scheme to content. Another tip is to subscribe to your competitors email lists. Review email subject lines, content, color scheme, and branding. See what you can replicate (make it your own) and use an A/B split test to see if your email newsletters receive higher conversions than previous ones.
Use marketing power words in your email newsletters. You want to create a sense of urgency so your customers and clients want and need to take action NOW! Below is a sample list of power words:
- Don’t Wait!
- Offer Ends in 24 Hours
- Get It Now!
Make sure you have a strong call-to-action and use one per email newsletter or eBlast. Remember, you have to tell your customers and clients what you want them to do. You can’t expect them to be mind readers. You need to show and tell them what “action” you want them to take right now. Here are some examples of email calls-to-action:
- Learn More
- Click Here
What is the Best Time to Send a Newsletter?
The best time to send a newsletter may vary by industry. However, the weekend could be the best time to send out eBlasts and newsletters. Why? Because people have more time on the weekend to read emails vs. during the week. You’ll want to test different days and times. For example, you could send an email at 7 a.m. on Wednesday and send another one on Sunday at 11 am. See which email converts better. In fact, you may want to send two different versions of your emails to see which one returns a higher conversion.
Use Email Marketing to Gain and Convert Customers and Clients
Follow the above email marketing best practices and you could increase your email subscriptions and enjoy higher conversion rates. Always test, and test again. An email marketing strategy that worked yesterday may not work today. Technology and plans change. You’ll need to stay on top of current trends within email marketing and most importantly, pay attention to what your customers want and need.
Over to you. What are some email marketing best practices that you use? Let me know in the comments.
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