10 BEST Email Marketing Practices for 2020
Email marketing is one of the most important components of customer engagement. Whether it is a webinar email or a cold outreach or a newsletter, our intent is – to get a specific action from the recipient. Here are 10 best practices for email marketing:
The subject line of the email campaign should be personalized
This increases your open rate. You should try to have the recipient’s name in the subject line, whenever and wherever it makes sense. Eg: Varuna, get answers to all your sales quest!!
It’s the subject line that recipients first see, and how your subject line is judged can either make or break your campaign’s engagement rate.
However, please remember that you shouldn’t overdo it. As a digital marketing expert, Prateek Shah says, “Personalization in subject lines and content helps, but following the same pattern bores people.” So you should keep trying new things and not stick to one pattern.
The email content should be personalized
This will increase your email click rates. For instance, say hi to the recipient by using their name in the body of the email. Instead of saying, ‘Hey there,’ say ‘Hey Varuna/ Hi Varuna’. You should also try to do this in the body of the email as well
Casual is the new formal
Try to be interactive in your mails. You may ask questions and even add humor to it (wherever possible of course). Just be yourself and try to have a conversation.
Make it simple and easily understandable
Don’t use complex or big words in your emails. Always think about your target audience when you draft any content. In many cases, the target audience will vary. Not everyone’s language proficiency would be the same. Hence, keep it as simple as possible.
Have an impressive CTA
Whenever you send an email, you want the recipient to take some action on it, right? If the CTA doesn’t stand out, the chances of that happening get low. A good CTA may seal the deal.
Have your CTA in the top half of the page or email
CTAs or hyperlinked texts will always perform better if they are above the fold or in the top half of the page or email. Try to have short sentences and simple language in your email.
Don’t use Too many links
Too many links or more than 5 links means more chances of the email landing in spam. Your recipients would need to manually move it back to the Inbox a couple of times until it automatically lands there. It is therefore suggested that you should avoid using too many links unless the mail really needs them to put the point across.
Create responsive emails
People read emails on their phones and hence you should definitely create responsive email campaigns.
What does the prioritization of enticing CTAs mean for an age in which most of your audience is viewing your email on-the-go on their mobile devices?
The dominance of mobile devices amongst email recipients has only become clearer over the past 5 years. 80% of internet users now own a smartphone, and over 40% of online transactions are now completed on a mobile device.
Mobile-friendly CTA design became a lot more common in 2019 emails, as email marketers tried to close the sales gap for their large mobile device subscriber base.
Employ Marketing Automation software to stand above your competitors
Implementing email marketing automation software is now considered one of the best email marketing practices.
Email Marketing Automation software gives you access to functionality and tools such as:
- Automated email publication (have emails automatically trigger to send)
- Have emails populated with the content which is most relevant to each individual contact/prospect, without having to create countless versions of the same email
- In-depth reporting for strategic analysis (You can easily pull up campaign reports, and contact engagement profiles in order to better analyze and create future strategies)
- AI-like tools that take the guesswork out of live improvements to your strategy (such as A/B split testing of subject lines: writing up 3 different subject lines for one email, and have AI determine which subject line is most successful – thus sending the majority of your target audience the subject line which garners most opens)
Marketing automation tools allow brands to leverage segmentation, personalization, targeting, and AI levels of reporting, analysis, and prediction.
Also, Read: What is the best time to contact your leads?
Don’t forget to analyze your campaign reports
One of the benefits of automated email marketing is that it makes reporting on important metrics, and gleaning insights from data more accessible.
Most marketing automation software provides an email marketing dashboard of sorts, where key reporting metrics can be overviewed and easily made sense of.
If your company wants to stay on top of email marketing trends in 2020 – and beyond – then it’s best to follow any of our above advice, and of course – hop onto the marketing automation bandwagon.