Before we start, it’s essential to understand that Emails are incredibly powerful as a channel to sell stuff. It has been noted that a third of customers have visited a website and have made a purchase from seeing an email in their inbox – without even reading the full email.
Therefore, regardless of what your activity is, whether it’s a blog, a seller, or collecting sales leads, you want a good email list. This is why it’s essential that you understand how to make your email enjoyable and straight to the point so the customers will be engaged. Follow the steps below and watch your business grow before your eyes.
Best email marketing practices
Step 1 – Welcome Emails
The very first email that the subscriber receives from you has a lot of influence on the business-customer relationship — also, your reputation.
The content within the email is essential as the average open rates are over 80%, and the click-through rates are around 20%. Hence, if you have something important to say, the welcome email is an excellent opportunity to take advantage of it.
Furthermore, it’s also a good chance for the subscriber to turn into a paying customer. By giving them an email to say “welcome,” the customer can understand that you’re more than just another business.
Take a look at the example below:
The email highlights what the customer should expect from the future campaigns, how the recipient can benefit from the sign-up, and who they are.
Additionally, you may have seen that the wording is chosen carefully. In the headline, the word “family” makes it seem friendlier. As in, the subscriber is not part of just an email list, it’s part of the family - which can be considered one of the best email marketing practices there are.
Step 2 – Use Incentives
If you’re a business that sells online, you want to ensure that the customer always opens your email. Researchers have highlighted that using an incentive such as “Free Shipping” or “50% Off” will increase the open rates by as much as 50%. There’s no point in putting this information in the content below, as the customer won’t open their email anyway - and it's worthless to follow each other of the best email marketing practices if you can't do that.
However, you have to be careful not to overdo it. As you know, customers will show loyalty only with industry insights. If you wish, you can add a personal touch with a personalized email greeting by using the person’s first name. This way, you will add a better incentive for the person to open the email.
When it comes to subject lines, you can never be too creative. A good thing would be to inspire others or ask your friends what an exciting subject line is. You should try subject lines such as:
- Exciting words like “End Today!” or “Don’t Miss This.”
- Include emojis or emoticons
- Ask questions
Step 3 – Avoid Using ‘No-Reply’
Without a doubt, a person is more likely to open an email when it’s evident that a human being has written the email. Also, you need to be aware of CAN-SPAM. It’s important to know this legislation before you even think of sending an email to your customers. It’s written in bold that you should never use words such as ‘no-reply’ or anything similar to such as your email sender’s name.
The reason for this is because it prevents people from opting out of further emails. Thus, it’s against CAN-SPAM principals as it protects their right to do so at any time. If you’re telling them not to reply, how can one opt-out?
What you should do instead is to have an automated email that has your or someone’s first name. For example, a good case could be John@company.com
Step 4 – Call to Action (CTA)
Don’t settle just for less, settle for the best email marketing practices there are. Therefore, you should use emails to remind people that you still exist. Thus, it’s essential that each email you send, you have at least one call to action. Hence, you can ask the customer to do some action, such as:
- Access your website
- Click to purchase something
- Ask if the customer wants to share the email or offer on social media.
The main idea is the fact that you want to encourage your customers to take action. Make sure that the CTA is positioned correctly in the email. Additionally, you have to place CTA at least three times throughout the email.
Step 5 – Use Lead Magnets
It’s not an easy job to create an extensive email list organically. If you want to triple your conversion rates in 1 week, you should take a look at this article.
Regardless, all of your competitors will try to get people to subscribe to their email list in particular. This will put you at a high disadvantage because:
• People have a lot of choices to pick from
• Businesses have sent too many irrelevant, uninteresting, and misleading emails
• There’s a higher expectation on your behalf
Hence, people think twice whether they want to subscribe to your list or not. This is where a lead magnet comes to play.
To encourage people to sign-up to the list, you should give something in return. Just like this:
As you can see, it doesn’t have to be expensive. For example, you can give away eBooks, reports, or calendars. As long as the person believes that they’re gaining something from signing up, you are in the win.
Step 6 – Carefully Craft Pre-headers
As you may know, the very first thing that a subscriber will see from you is the sender name, subject line, and the pre-header. Thus, it doesn’t matter if you’ve created the most exciting subject line if the pre-header seems like chaos. That particular text can influence up to 20% of your subscribers.
Even though there are a few characters, they have as much influence as the wording in the subject line. The shorter the subject line is, the more text the pre-header will need.
If you’re stuck on ideas, you should take a look at the examples below:
Subject Line: Drop everything. We have what you need.
Pre-header Text: Special offer: Free Shipping on orders over $50!
Subject Line: What are you waiting for? [name]?
Pre-header: Don’t forget, there are only 8 hours left of Black Friday deals
Did you notice how the subject line and the pre-header are matching? Also, did you see the question in the subject line?
To do it correctly, you have to ensure that the texts are grabbing the attention of the subscribers - which is the reason you may want to follow the best email marketing practices.
Step 7 – De-clutter
In 2019, minimalism will play an important role when it comes to business growth and practicality. For yourself, you have to ensure that you use an email cleaning tool that will help you to verify email addresses.
You cannot do it by yourself, and you have to ensure that the software that it’s using is reliable and accurate. In addition to this, you also have to use a tool that will ensure that the email reaches their inbox.
There’s no point in creating the most innovative and creative email if it goes straight to spam or junk email. Furthermore, such a tool will be your helping hand to avoid wasting money. As well as, it will also protect the sender's reputation that you desperately need if you want your business to grow.
Step 8 – Keep It Mobile Friendly
We live life in the fast lane, so it’s inevitable that we use tablets and our smartphones more than a computer. Hence, it has been noted that more than half of the emails sent are read on a mobile device regardless of what brand it is. So, a logical thing that you can do is to make emails that are easy to read and to view. It will also be useful to make the links user-friendly.
Fortunately, there are certain tricks that you can follow if you want the user to engage with your mobile. You should try to aim for all of these tips:
- Make links up to 57 pixels in order to fit the size of an adult thumb
- You should never make the width of an email more than 650 pixels – this will ensure that it’s easy to be read on different smartphones
- A good idea would be that it loads fast so you should make the email up to 300KB
It’s essential that you send it to yourself before you send it to all of your customers. This way, you can see your mistakes and avoid gaining a bad reputation. The good idea is to send it to your friends as well, in order to get feedback on the quality of it.
Last step towards having the best email marketing practices: Analyze what you've done
If you want to have a successful business in 2019, you should never consider an email a one-and-done situation. Sending the email to your customers is the first thing; then, you have to analyze and evaluate its reaction. Thus, take a look at analytics each day and up to a week after you’ve sent the email. Ask yourself questions such as which CTA button has received the most attention, what are the open rates, and click prices.
As mentioned, it’s essential to update and validate your email list frequently, so the probability of business growth in 2019 is higher than the previous years. Those are the best email marketing practices, and we really hope that you follow them!
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