Email has become a staple among online marketers, and the backbone for business correspondence. Gone are the days of writing a letter and waiting for weeks on end for a response. We are in an age of instant communication — although sometimes emails go unopened or overlooked when there’s already so much in our inboxes!
Speaking of a full inbox, email marketing has it’s set of challenges — getting your message through spam filters or customers who completely ignore your message because they are already inundated with emails! How do you get your email read and your customer to take action? Here are some email marketing best practices that will make it a piece of cake:
Longer Subject Lines Can Mean More Readers
Did you hear about the recent survey where a longer subject line in an email will entice users to actually open up the email and read it? It’s true, relevance does trump brevity according to an experiment by MarketingExperiments. However, there is a fine balance that needs to be maintained in order to get those new leads. For example, a super long subject such as “Hello, Our Newest Service Will Save You $100 Or More On Your Next Campaign; Opt-In Now For A Discounted Price Or Sign Into Your Account Now!” might be too lengthy, whereas “Our Newest Service Will Save You $100 Or More!” is just right.
Minimize Content, Embrace White Space, Reduce the Number of Fonts
Most email marketing campaigns try to cram as much information as possible into a single email, which is a lot digest from the reader’s point of view. For email marketing best practices, it is always good to keep it minimal. Try to keep the number of fonts to three at most, allow there to be white space, and keep it short and sweet.
For email marketing best practices, keep the number of fonts to three at most, allow there to be white space, and keep it short and sweet. – Click to tweet this article
Above the Fold Marketing
While some above the fold marketing may be a no-no for websites because of the Google algorithm changes, above the fold Calls-to-Action and advertising is a best practice for email marketing. Remember to add your main message above the fold (which can be mighty short in some email clients) and mention your Call-to-Action throughout the email for the best results!
Remind Opt-in Customers they Opted-In
Sometimes readers forget that they opted-in to your email campaigns or newsletters, and might be a bit miffed when you suddenly start sending email to them. In order to alleviate this confusion or frustration, remember to send opt-in reminders with teaser content to first-time recipients.
Remove Any Difficult Unsubscribe Feature
Many email campaigns have a difficult unsubscribe feature, which makes a customer even more frustrated and might even result in a rather angry email sent to you after the fact. Though unsubscribed users isn’t fun, being able to unsubscribe easily is a legal requirement of any email campaign, and compliance illustrates that you take your business and your customer’s privacy seriously. Categorizing your emails by type is a good idea; that way, your readers can choose to keep receiving some emails and skip the ones they’re not interested in.
Not Too Much Time Between Emails!
Hooray! You have email marketing campaigns set up and ready to go, though email marketing best practices call for content that is sent on a regular basis. Weeks, or even worse, months of time between emails will lose the attention of the reader and raise spam complaints and unsubscribes. Keep it consistent with monthly or weekly emails. Need help keeping your email marketing schedule? We can help keep you on track.
What’s working in your email campaigns?