Email marketing has become a fundamental tool for brands. It is one of the most powerful and effective ways to establish connections with your customers, increase their engagement with you, and ultimately boost your sales. If you are looking to boost your email strategies, you are in the right place. The reason is that, in this article, in addition to explaining what email marketing is , we give you a complete list of email marketing tips with examples and actions to optimize campaigns and achieve maximum impact on your audience. Let’s get started!

While email marketing is experiencing a decline in the face of some newer marketing channels, it is still a great way to generate leads and convert more prospects for your business.

Sending emails remains one of the most powerful marketing tools to generate more leads for your company and that is why today we want to share with you some of the best practices that you should know.

Improve Your Email Marketing Tips & Strategy

Creating an effective email marketing campaign involves several key steps and strategies. Here’s a comprehensive checklist of email marketing tips to help you maximize your campaign’s impact:

Do not buy databases

This first tip shouldn’t come as a surprise, but given the General Data Protection Regulation (GDPR) , it’s worth repeating.

Email marketing campaigns depend on achieving an adequate opening rate and by communicating with people whose information you purchased, rather than obtaining it from a previous interaction, you will quickly see your email performance drop.

The GDPR also requires consent from each European recipient before you communicate with them, and purchased email lists typically don’t come with that consent.

Do not use more than three different fonts

The more organized your email is , the more conversions you will get.

Don’t ruin the visual appeal or distract your readers with an email that uses more than two fonts or typefaces.

Additionally, we advise you to use web-safe fonts with sizes between 10 and 12 points. This will ensure that your email is readable on all readers and devices.

Create attractive subject lines

First impressions count, and the subject line is the first thing your subscribers see. So use compelling, clear, and concise subject lines to grab their attention and encourage them to open your email.

A good subject line should be between 30 and 50 characters long, including spaces. Some email providers cut off subjects that go beyond this length.

Your email subject line should also create a sense of urgency while also giving readers information about what to expect once they open the email.

One effective strategy is to create a sense of urgency or curiosity. For example, using phrases like “Last Chance!” or “Don’t Miss Out!” can prompt recipients to open your email to avoid missing a limited-time offer or important update.

Another approach is to personalize the subject line by including the recipient’s name or referencing their past interactions with your brand. This personal touch can make the email feel more relevant and increase the likelihood of it being opened.

Lastly, keep your subject lines short and to the point, ideally under 50 characters. This helps ensure they are fully visible on both desktop and mobile devices, where many users access their emails.

Include a signature (Best Email Marketing Tip)

Even if your newsletter is sent on behalf of the company rather than an individual, the email should include a specific person’s signature.

In a 2019 State of Business study, 41% of marketers said they use email signatures for branding and visibility. The second most popular reason for using them was to maintain a standard, consistent design across the company.

Another reason you should include your email signature is that it’s a touch of email personalization. People are naturally more inclined to read an email if they know it’s coming from a human being, not just a collective marketing team.

Keep the main message and the call to action in the top half of the page

Although recent research indicates that due to social media and vertical timelines, consumers are scrolling more than they used to, above-the-fold content still gets the most attention.

Research from Neilsen Norman Group found that consumers spend 57% of their viewing time on above-the-fold content. That number drops dramatically to 17% on the second screen and gradually decreases as they scroll.

Place your message and CTA at the top of the page. It’s the first thing your recipients will see once they open your email, which will increase your conversion rate.

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

Personalize the greeting

How many times do you receive emails that start with “Dear Member“?

You can segment your audiences by the type of customer they are (member, customer, subscriber, user, etc.), but that shouldn’t be the first thing recipients see in your messages.

Personalizing your email greeting with your contacts’ names immediately grabs the attention of each reader.

Try different subjects and calls to action

If your open and click rates aren’t increasing, something is probably wrong: either you’re not sending emails to the right people or your content isn’t engaging enough.

To start, run an A/B test.

A/B testing can be used to improve almost any digital marketing content. In an email, this test divides recipients into two groups: Group A receives the regular newsletter, while Group B receives the newsletter with a specific variation.

This test is used to see if your audience is more or less likely to take action based on this element.

For example, you can change the color of your CTA from red to green to see if it increases the click-through rate. If so, the test indicates that you should change the color of your email CTA to green from now on .

Include clear CTAs

CTAs (Call-To-Action) are crucial elements. Create clear , eye-catching and well-placed CTAs in your newsletters that guide your subscribers towards the action you want them to take, whether it’s making a purchase, registering for an event or downloading a resource.

Moreover, personalize your CTAs whenever possible to increase relevance and engagement. For instance, if you’re sending an email to a segment interested in a specific product category, tailor the CTA to reflect that interest, such as “Shop New Arrivals in [Product Category].”

Lastly, avoid cluttering your email with multiple CTAs that could confuse or overwhelm recipients. Focus on one primary CTA per email to maintain clarity and drive a specific action, while additional secondary CTAs can be used sparingly for alternative actions or options.

If you have an offer, mention it in the subject

When you include an incentive in your subject line, you can increase your open rates.

“Free shipping on orders over €50” and “Ask for a demo and get a free iPod” are examples of good subject lines that focus on incentives.

Customer loyalty starts with your informal industry knowledge: Leave the offers for later messages.

Segment your audience

Segmentation is vital for B2B email marketing success. To start, get to know your audience and work on segmentation . Divide your subscriber list into segments based on interests, behaviors, and preferences. By personalizing your messages, you will increase the chances of your campaigns having a positive impact.

For example, if you have a segment of customers who frequently purchase a specific product category, you can send them personalized recommendations or exclusive discounts related to that category. On the other hand, for new subscribers who haven’t made a purchase yet, you might want to send them a welcome series introducing your brand and highlighting your best-selling products or services.

Segmentation not only improves the relevance of your emails but also increases engagement and conversions by delivering content that resonates with each subscriber group. Regularly review and update your segments based on subscriber behavior and feedback to ensure your email marketing remains effective and impactful.

Allow recipients to subscribe to your newsletter

“What for? If you received the email , shouldn’t you already be subscribed?”

In general, yes. And so adding a “Subscribe” button to your email doesn’t help those who already subscribe. But great content is shareable content, and if your current subscribers forward your emails to their friends and colleagues, you should help them subscribe too.

Add a small but visible CTA to subscribe to the newsletter if they received this email from someone else.

But remember, because your newsletter should already drive another action, such as downloading an ebook or becoming a community member, make sure this “Subscribe” button doesn’t distract or confuse, weakening the main goal of your campaign in the process.

Analyze key Metrics Best Email Marketing Tip

Pay attention to metrics like..

• Open Rate: This metric indicates the percentage of recipients who opened your email. A low open rate may suggest issues with your subject lines or send time.
• Click-through Rate (CTR): CTR measures the percentage of recipients who clicked on a link or CTA within your email. It helps gauge the effectiveness of your content and CTAs.
• Conversion Rate: Conversion rate tracks the percentage of recipients who completed a desired action, such as making a purchase or filling out a form. It indicates how well your email drives desired outcomes.
• Bounce Rate: Bounces occur when emails cannot be delivered to recipients’ inboxes. High bounce rates may indicate issues with your email list hygiene or sender reputation.
• Unsubscribe Rate: This metric shows the percentage of recipients who opted out of receiving future emails. Monitoring unsubscribe rates helps you gauge email content relevance and frequency.
• Revenue per Email: If applicable, tracking revenue generated directly from email campaigns provides a clear measure of ROI and campaign effectiveness.

Use this information to continually improve your campaigns and get a higher return on investment.

Clean your contact list regularly

Some of your contacts may not unsubscribe from your campaign, but they may never open it either.

It’s tempting to send emails to as many people as possible to reach more prospects, but keeping less engaged recipients off your mailing list can kill your open rate. People who never open emails make your campaign look worse, as you’re not analyzing the quality of the campaign in comparison to more loyal recipients.

Review your list of subscribers who haven’t engaged for a certain period of time and remove them regularly.

You can also implement a workflow where they are regularly moved to a less frequent email list.

For example, let’s say you have a daily newsletter. You could implement a workflow where subscribers who don’t open in two consecutive weeks are moved to the weekly email . Those subscribers could then be moved to the monthly newsletter if they don’t open 4 consecutive emails. And so on.

Don't bombard your subscribers with emails they're not interested in and keep your list clean.

Optimize the preview text

If you’re subscribed to any newsletter, you’ve probably seen a message like this at the top: “Click here if you’re unable to view the email properly.” This is a helpful warning, but keeping it in your email preview text (aka pre-header) can drastically impact open rates.

First, because you’re telling recipients, “Hey, this email might not work.” Second, you’re not providing any insight into what the email is about.

Your preview text should complement your subject line by adding details to grab your audience’s attention and encourage them to open.

By default, the preview text extracts the first few words from the body of the email and displays it next to the subject line before the person opens it.

Conclusion

In conclusion, mastering email marketing involves leveraging a combination of strategic practices to maximize engagement and conversions. By adhering to best practices like avoiding purchased email lists, crafting compelling subject lines, personalizing content, and strategically placing CTAs, professionals can significantly enhance their email campaign effectiveness.

Additionally, continuous analysis of key metrics such as open rates, click-through rates, and conversion rates ensures ongoing optimization and improvement. Finally, maintaining a clean and segmented contact list while optimizing preview text and ensuring email content relevance are crucial for sustained success in email marketing efforts. By implementing these tips, professionals can achieve higher ROI and build stronger connections with their audience through email campaigns.

FAQs about Email Marketing Tips: