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10 Email Marketing Best Practices That Bring Good Results

2023-06-18
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Whereas the follow could appear outdated or low in worth, you could be shocked at how a lot what you are promoting can profit from a strong e-mail advertising technique. In reality, the e-mail advertising market is projected to be value a powerful $17.9 billion by 2027.

However right here’s the important thing: You may’t simply ship out a couple of emails right here and there and hope for one of the best. By “strong e-mail advertising technique,” we imply one which’s considerate, strategic, constant, and focused. Whereas there are numerous manufacturers that try it, few really reap the complete advantages.

On this article, we’ll take you one step nearer to being in that second class of manufacturers that get outcomes. We’ll have a look at 10 of the highest e-mail advertising finest practices, from e-mail topic traces to welcome emails to segmenting your audience.

10 e-mail advertising finest practices

1. Begin with a welcome e-mail

The primary e-mail is necessary for setting the tone of your e-mail campaigns and beginning to construct the connection together with your e-mail subscribers. 

In your welcome e-mail, introduce your self and inform them precisely what to anticipate, like how typically you’ll be emailing and the varieties of belongings you’ll be speaking about. It additionally helps to ship a particular provide to get their consideration.

On this welcome e-mail, Glossier introduces the model and contains top-selling merchandise, behind-the-scenes tales, and social media hyperlinks to remain engaged.

Glossier welcome email example

2. Write such as you converse

No person desires to spend further time re-reading stuffy, complicated, and overly formal writing. Your emails ought to move as in the event you’re having an off-the-cuff dialog together with your audience.

To perform this, go for “smaller” phrases over greater ones, use contractions (like “you’re” as a substitute of “you’re”), preserve sentences quick, and keep away from huge blocks of textual content that may be distracting to learn by.

3. Maintain it quick and candy

Constructing off the final level, you don’t wish to ship lengthy, rambly emails that bore your readers and ship them working away. (After all, there’s a high quality line between an informative e-mail and a pointless one—simply be sure to stroll that line fastidiously.) 

Analysis says that the best size on your copy is round 50 to 125 words. Attempt to keep in that vary, except you’re writing one thing like a e-newsletter.

Wunderground implements this e-mail advertising finest follow by retaining its emails to 1 or two sentences per part. Subscribers solely have to learn a handful of sentences to seize the message.

email marketing best practices example

4. Make them skimmable

Visuals are all the things, particularly for busy individuals. Your emails ought to have a steadiness of visuals and textual content, damaged into sections that information their eyes alongside the web page.

If they will’t skim, likelihood is loads larger they’ll simply shut out and transfer on with their day. To keep away from this, implement methods like bullet factors, photographs, headers, graphics, daring and italics, call-to-action (CTA) buttons, and white area.

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Most e-mail advertising instruments will make it straightforward to design your emails effectively.

5. Take note of topic traces

Some e-mail entrepreneurs declare that topic traces are the only most necessary a part of your emails. It’s the rationale they select to open it, in spite of everything.

Put some further thought into your topic traces. Be aware probably the most thrilling, attention-grabbing, or well timed components of your core message. Make it enjoyable. Pique their curiosity. Add a way of urgency if the content material is time-sensitive.

Barista & Co majorly enticed its e-mail recipients with this e-mail utilizing the topic line: “Get a free present only for opening this e-mail!” Who may resist that?

smart email subject line

6. Give a transparent, compelling CTA

Have you ever ever learn an e-mail and felt confused about its level? That’s precisely what you don’t need. Earlier than you write any e-mail, assume exhausting in regards to the level of the e-mail and the motion you need your readers to take after studying it.

Would you like them to purchase a particular product? Learn a weblog publish in your web site? Navigate to a touchdown web page to buy a sale? Create a CTA button that clearly tells them the place they’re about to go.

Most e-mail advertising platforms will make it straightforward so that you can create attractive and attention-grabbing CTA buttons.

7. Encourage sharing

Phrase-of-mouth advertising is likely one of the strongest varieties of advertising on the market. In reality, it generates $6 trillion of consumer spending yearly!

That’s why you need to all the time encourage sharing. You are able to do so by beginning a referral program that provides reductions and perks for referrals. Or you may merely embody sharing hyperlinks in your emails to make it straightforward to share advertising emails.

Right here, espresso firm Cometeer sends a referral provide for $50. And on the backside, you may see their socials for sharing.


8. Optimize emails for cell gadgets

Have you ever ever opened an e-mail in your cellphone that appears downright horrible? Don’t be a kind of manufacturers. Your emails ought to look good it doesn’t matter what kind of system, browser, or display your viewers is studying it from.

Fortuitously, most e-mail advertising instruments will make it straightforward so that you can optimize your emails for cell gadgets. Simply make sure you’re sending your self a take a look at e-mail and looking earlier than you launch a marketing campaign.

9. Make it straightforward to unsubscribe

In case you’re making it exhausting for customers to unsubscribe, you would be violating the CAN-SPAM Act within the US or GDPR rules within the EU. Backside line: Don’t be shady.

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Each single e-mail you ship ought to have a transparent Unsubscribe hyperlink on the backside. By no means disguise the Unsubscribe button or make subscribers do annoying issues like e-mail you or reply a survey earlier than they will unsubscribe.

Our Place makes it straightforward breezy, with its unsubscribe hyperlink as a single line—no searching required.

unsubscribe button email

10. Phase your audience

E mail advertising offers you the power to ship tailor-made emails by viewers segmentation. Utilizing software program, you may seize necessary particulars about your subscribers or create segments based mostly on their web site exercise. Ship related updates to particular segments moderately than your whole record to maximise the outcomes from e-mail advertising.

Segmented campaigns show larger open charges (14.31%) and click-through charges (100.95%) in comparison with non-segmented campaigns. You may phase your e-mail record based mostly on:

  • Web site exercise: Ship focused reminders and prompts based mostly on the subscriber’s final go to or considered content material.
  • Content material pursuits: Inquire about guests’ pursuits throughout sign-up and ship related content material (product-focused, firm information, and many others.).
  • E mail frequency preferences: Enable subscribers to decide on how typically they wish to obtain content material (bi-weekly, weekly, every day) and phase accordingly.

Develop what you are promoting with e-mail advertising

There are tons of e-mail advertising finest practices on the market, and plenty of locations to start out. Whereas it could possibly appear intimidating, simply consider it as a long-term experiment.

Pick the techniques that appear most impactful within the least period of time, and go from there. Take note of your outcomes and preserve optimizing with each new e-mail marketing campaign you ship.

In case you strategy it with an open-minded, persistent, and data-first mindset, you’ll completely see outcomes.




E mail advertising finest practices FAQ

What are e-mail advertising finest practices?

E mail advertising finest practices are tips that companies observe when sending emails to their subscribers. Following them helps firms create higher e-mail campaigns that drive extra engagement and enterprise. Moreover, e-mail advertising finest practices provide help to keep compliant with anti-spam legislations just like the CAN-SPAM Act.

How can e-mail advertising finest practices assist my enterprise?


E mail advertising finest practices will help enhance belief in your merchandise and model. These practices mean you can craft emails which are tailor-made to your subscribers’ curiosity. This customized strategy helps to construct a constructive notion of your model, leading to larger engagement and conversions.

What are examples of e-mail advertising finest practices?

  • Utilizing double opt-in e-mail sign-up
  • Personalizing e-mail topic traces
  • Segmenting your viewers
  • Personalizing content material
  • A/B testing emails
  • Optimizing sendouts for cell e-mail shoppers



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