Mastering Best Practices for Email Marketing

6 Tips to Email Success

We all know that email marketing has a profound impact on the success of your business. From building audience engagement, driving website and social media traffic, and propelling sales growth, it is a vital piece to your digital marketing strategy.

Yet, you can’t just throw together some words into an email builder and expect success. Here are 6 tips to mastering email marketing best practices.

A Clean and Current Email List

Like a well-tended garden, your email list needs pruning. Regularly remove inactive or outdated subscribers to maintain engagement with a receptive audience. You might ask, “But shouldn’t I email every email address I have ever gotten?” Or you might wonder, “I’ve bought this email list, why can’t I use this?” The answer? Spam folder at best. Emails not being delivered at worst.

To answer the first question – “should I email every email that I have ever received?” The answer is, maybe. There is a process you should follow, especially if it has been awhile {months to years} since you last emailed your contacts. You should verify that the email addresses are still valid. Nothing hurts your deliverability more than inactive emails. If you have too high of a bounce rate (under 3% is ideal), then your sending domain will be flagged as spam. And that is the quickest way to sending all of your emails to the spam folder (or not being delivered at all). So, you’ll want to run your emails through a cleaning tool to ensure they are send-able.  

What about purchased lists? Well, technically, at least in the US, you can send emails to purchased lists. But just because you can doesn’t mean you should. This goes in line with only sending to verified emails. If you send to people who never consented to receiving your emails, then there is a very high likelihood that you will be reported as spam. Meaning that your emails will soon find their way into the spam folders.

And don’t forget about honoring someone’s request to unsubscribe. Because, well….just re-read this section.

Quality Copy that Resonates

Once you’ve cleaned up your email list, then it’s time to craft the actual email. You might find it easiest to write the body first and then write the subject line. But, if your brain works the other way around, then do what makes sense to you!

Craft content that speaks directly to your readers' aspirations, challenges, and desires. Be genuine, engaging, and solution-oriented. Do you sell a product? Then identify how your product will solve your customers’ problem, need, or want. If you sell a service, speak to how you can make a difference in their lives. The goal should be to under-promise and over-deliver. But don’t under-promise to the extent that you don’t seem to provide value!

And don’t forget to have a specific call to action (CTA). Make sure that your CTA matches your content and that it goes to a matching landing page. After all, your email sets the expectation for what your customers (and potential customers) can expect. So ensure that they can expect the highest quality from your brand. 

Subject Lines that Intrigue

Your subject line is your first impression. This is what intrigues people to open your email. Keep it concise, up to 9 words and 60 characters, in total. Anything longer will typically get cut off by the recipient’s inbox, especially if the recipient is reading on their mobile device. You also want to make sure the subject line is intriguing, and indicative of the value within. This is a great time to use personalization, because personalized subject lines are 26% more likely to be opened than generic subject lines. 

Personalization that Creates Bonds

Address subscribers by their names, segment your lists for targeted content, and use behavioral data to tailor recommendations. Send emails to people who have left items in their carts, giving them a personalized discount code to entice them to complete their purchase. Tell Company X why they should book YOU for your services – because you know that they have several employee positions open, then your company is the best option for HR services. These examples are just the tip of the iceberg.

Whatever your product or service is, make sure you can provide value and tell your prospect WHY and HOW you solve their problem. Using personalization can help you communicate specific values to each persons’ specific needs and wants. 

Design Choices that Impress

Now that you’ve crafted compelling copy and subject lines, while personalizing them to specific audiences, it’s time to design the looks of the email. Make sure to employ clean, visually appealing layouts with complementary colors and easy-to-read fonts. This is where you can get even more creative, showcasing your brand’s personality through your design work. Ensure that any images or graphics you use align with your branding guidelines – so if you wouldn’t see it on your social media or website, then don’t use it in your email. And vice versa – you want to make sure that your design choices are cohesive between all your communication channels.

Strategic Send Timing 

Woohoo! You’ve crafted a visually stunning email with insightful and compelling content. Now, you can hit send, right? Wrong! Timing is key. Test different times and days to discover when your audience is most receptive. Avoid overloading inboxes to prevent fatigue.

Studies have found that 10 am is the best time to send emails, while Tuesdays and Thursdays are the best days. However, be sure to test different days and times for your segments. You’re all about trust, but verify. Yes, these studies showcase the best times, but they may not be the best time for YOUR audience. Overtime, you will collect enough data to identify the best time to send to your audience. In the meantime, 10 am on Tuesday or Thursday is a great starting point.

Navigating Success Through Email Marketing

In an age dominated by real-time interactions and the rapid evolution of digital platforms, email marketing stands steadfast in the realm of digital marketing. Overlooking emails in your strategy isn't just a missed opportunity; it's a misstep that could come at a cost.

From compelling copy and subject lines, personalizing content based upon your audience segments, to designing the perfect email and sending at the right time, email marketing is a science unto itself.

Are you prepared to seize the boundless potential of email marketing? Well, never fear, you don't have to do this alone. We stand by your side at Cramer Media Group, ready to navigate these digital domains together. After all, it's not just about services; it's about peace of mind, camaraderie, and transforming your dreams into digital reality. Let's embark on this journey, armed with a dash of casual charm and the unwavering might of email marketing. Your story awaits – let’s talk, today!