How many marketing emails do you actually open and what makes the ones you do open stand out?
The best brand newsletters, news, or product update emails might look seamless and light, but those are the ones with the most effort and knowledge behind them.
Success in email marketing requires a delicate balance of strategy, creativity, and adherence to best practices.
To help you navigate this landscape effectively, let’s delve into some crucial do’s and don’ts of email marketing.
And hey, you might even get a chuckle or two from your readers.
Golden Do’s of Email Marketing
1. Segment Your Audience
Segmentation allows you to tailor your email content to different audience subsets, increasing relevance and engagement.
Dive into your subscriber list based on demographics, past purchase behavior, or engagement level, and you’ll be able to craft targeted messages that speak directly to people’s interests and needs.
“Segmentation enables you to send highly targeted and relevant emails, resulting in higher open rates, click-through rates, and ultimately, more conversions.” – Jay Baer, Founder of Convince & Convert
2. Craft Exciting Subject Lines
Subject lines will always be your email campaign’s make-it-or-break-it. Truth is, you may spend endless hours strategizing and creating copy and it can all be for nothing.
The subject line is your first opportunity to grab the attention of your subscribers and entice them to open your email.
Aim for subject lines that are clear, concise, and intriguing. Incorporate elements like personalization, urgency, or curiosity to pique interest and encourage opens.
“The subject line is your first impression. Make it compelling, concise, and relevant to increase open rates and encourage engagement.” – Michael Aagaard, Senior Conversion Optimizer at Unbounce
3. Provide Value
This is a no-brainer: Every email you send should offer something of value to your subscribers.
It’s not about what you want or need to promote, it’s about how the information given in your email benefits people.
Whether it’s helpful tips, exclusive discounts, or entertaining content, make sure your emails address pain points or interests and provide a reason for your audience to engage with your brand.
“Email marketing is not about selling; it’s about providing value to your subscribers. Deliver content that educates, entertains, or solves a problem to keep them engaged.” – Amy Porterfield, Online Marketing Expert
4. Optimize for Mobile
We live in a mobile-first world, and most e-mails are also being read on the phone.
Can people see your subject line? Does the email layout look ok? Is the copy readable?
With each email you design, one of your foremost priorities should be how everything will be displayed correctly on phones and tablets, so create responsive emails that work well on all devices.
Try sending a few test emails before each campaign and check them on several screen sizes.
“With the majority of emails now opened on mobile devices, it’s essential to prioritize mobile optimization to ensure a seamless user experience and maximize engagement.” – Litmus, Email Testing and Analytics Platform
5. A/B Test
A/B testing, also known as split testing, involves sending variations of your email to different segments of your audience to determine which performs better.
Experiment with different subject lines, email copy, images, CTAs, and send times to identify what resonates best with your subscribers and drives the highest engagement.
“A/B testing is not just about finding what works; it’s about continuously learning and improving. Test different elements of your emails to unlock insights and optimize performance.” – Joanna Wiebe, Copywriter and Conversion Optimizer
6. Maintain Consistency
Consistency in your email marketing efforts helps to reinforce your brand identity and keep your brand top-of-mind for your subscribers. Establish a regular sending cadence, whether it’s weekly newsletters, monthly promotions, or automated drip campaigns, and stick to it to maintain a strong presence in your subscribers’ inboxes.
“Consistency builds trust and reinforces your brand identity. Whether it’s the frequency of your emails or the tone of your messaging, strive for consistency to keep your audience engaged.” Neil Patel, Digital Marketing Expert
7. Include Clear CTAs
Your emails should always include a clear and compelling call-to-action (CTA) that prompts recipients to take the desired action, whether it’s making a purchase, signing up for an event, or downloading a resource. Make sure your CTA stands out visually and clearly communicates what you want the recipient to do next.
“Your CTA should be clear, compelling, and action-oriented. Make it easy for recipients to know what you want them to do next and why they should do it.” – Peep Laja, Founder of CXL
8. Monitor and Analyze Metrics
Tracking key email marketing metrics allows you to evaluate the performance of your campaigns and identify areas for improvement. Monitor metrics such as open rates, click-through rates, conversion rates, and unsubscribe rates to gauge the effectiveness of your emails and make data-driven decisions to optimize your future campaigns.
“Data is your compass in email marketing. Monitor key metrics to understand what’s working and what’s not, and use insights to optimize your campaigns for better results.” – Chad S. White, Email Marketing Author and Strategist
Don’ts that will push people away
1. Overwhelm with Frequency
Bombarding your subscribers with too many emails can lead to email fatigue and increase the likelihood of unsubscribes or spam complaints. Respect your subscribers’ inbox space by carefully considering the frequency of your email sends and focusing on quality over quantity.
“Sending too many emails can lead to subscriber fatigue and decreased engagement. Focus on quality over quantity and respect your audience’s inbox space.” – Kristin Bond, Email Marketing Strategist
2. Neglect Email Design
Poorly designed emails with cluttered layouts, inconsistent branding, or formatting issues can detract from your message and reflect poorly on your brand. Invest time and resources in creating visually appealing and professional-looking emails that enhance the user experience and reinforce your brand identity.
“Neglecting email design undermines your message and damages your brand’s credibility. Invest in clean, visually appealing designs that enhance the user experience and reflect your brand identity.” – Justine Jordan, VP of Marketing at Litmus
3. Misleading Subject Lines
Clickbait or deceptive subject lines that promise one thing but deliver another can erode trust and credibility with your subscribers. Avoid using misleading tactics to drive opens and instead focus on crafting subject lines that accurately reflect the content of your emails and provide value to the recipient.
“Deceptive subject lines erode trust and damage subscriber relationships. Always ensure your subject lines accurately reflect the content of your emails to maintain credibility.” – Matthew Smith, Founder of Really Good Emails
4. Ignore Legal Compliance
Failure to comply with email marketing laws and regulations can have serious consequences, including fines, legal action, and damage to your brand reputation. Familiarize yourself with laws such as the CAN-SPAM Act in the United States or the GDPR in Europe, and ensure that your email marketing practices adhere to legal requirements regarding consent, transparency, and data privacy.
“Ignoring email marketing laws can result in significant consequences, including legal repercussions and damage to your brand’s reputation. Stay compliant to protect yourself and your subscribers.” – Ben Settle, Email Marketing Expert and Copywriter
5. Purchase Email Lists
Buying email lists may seem like a quick way to expand your subscriber base, but it can harm your sender reputation and deliverability rates. These lists often contain outdated or irrelevant contacts who haven’t opted in to receive communications from your brand, leading to high bounce rates, spam complaints, and potential blacklisting by email service providers.
“Buying email lists is a shortcut to poor results and damaged sender reputation. Focus on organic list growth and building relationships with engaged subscribers.” – Jeanne Jennings, Email Marketing Consultant and Author
6. Send Without Proofreading
Typos, grammatical errors, broken links, or formatting issues can detract from the professionalism of your emails and create a negative impression with your subscribers. Always thoroughly proofread and test your emails before sending them to ensure accuracy, clarity, and functionality.
“Typos and errors in your emails can damage your credibility and professionalism. Always proofread your emails thoroughly before sending to ensure accuracy and polish.” – Ann Handley, Chief Content Officer at MarketingProfs
7. Disregard Unsubscribes
Honoring unsubscribe requests promptly and respecting your subscribers’ preferences is not only a legal requirement but also essential for maintaining a positive relationship with your audience. Make it easy for recipients to unsubscribe from your emails, and promptly remove them from your mailing list to avoid further communication and potential complaints.
“Ignoring unsubscribe requests damages your sender reputation and violates email marketing best practices. Respect your subscribers’ preferences and promptly honor their requests.” – Derek Halpern, Founder of Social Triggers
