12 Practices for Email Marketing

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Email marketing is still an effective way to generate leads. We have compiled practices for you on how to use the process we outlined in the email marketing guide to generate more leads:

  1. Don’t buy contact lists.
  2. Avoid using “no-reply” in the sender’s e-mail address.
  3. Do not use more than three typefaces.
  4. Optimize the preview text of the email.
  5. Add an email signature.
  6. Regularly update your mailing list.
  7. Personalize your email sending.
  8. Keep your email 500-650 pixels wide.
  9. Use your logo on the top left of the email.
  10. Allow buyers to subscribe to your newsletter.
  11. Write interactive headlines.
  12. Link emails to landing pages.

1. Don’t buy contact lists

Email campaigns are committed to a healthy open rate, and if you are communicating with the people whose information you purchase (rather than gaining from interaction), you will quickly see the performance degradation of your emails. Considering the introduction of the General Data Protection Regulation (GDPR), it will be useful to create your email lists from your content interactions.

2. Avoid using “no-reply” in the sender’s e-mail address

The “no-reply” restriction on an email message prevents recipients from responding or even disabling more emails. Instead, have even your automated emails come from a name (for example, [email protected]). Your customers are more likely to open emails if they see it written by someone.

3. Do not use more than three typefaces

The more balance you have in your email, the more conversions you will get. Don’t junk your email with two or at most three fonts. It is important that the font you will use belongs to the font family specified for your brand in the corporate identity guide.

4. Optimize the preview text of the email

The preview text captures the user with the first few words of the email body and displays it next to the subject line before the person opens the email. Before sending an e-mail, you can briefly explain what your post is about with a preview of users.

5. Add an email signature

Even if your newsletter is technically sent to your mailing list on behalf of the company, it must contain the signature of a specific person. They are naturally more likely to read emails if they know it comes from a person, not just a collective marketing team.

6. Regularly update your mailing list

Although some of the people on your email list may not leave your email campaign, they may never open your emails. It may seem tempting to keep as many people on the mailing list as possible to meet your campaign goals, but keeping recipients who haven’t read your emails on the list will reduce the odds on your campaign results.

Analyze which people have not interacted with your emails over a period of time and regularly remove them from your list. In this way, you can get a more accurate reading rate and manage your email campaign more accurately.

7. Personalize your email sending

How often do you read the e-mails starting with “Dear Member”?

You can segment your e-mail audience according to customer type (member, subscriber, user, etc.). Depending on the campaigns you will create according to these segments and the language you will use, customizing your e-mails with the first names of your contacts attracts the attention of almost every reader.

Many email marketing tools today let you configure it to automatically mail you with the names of people on your contact list; so everyone gets a personal version of the same message.

8. Keep your email 500-650 pixels wide

If your email template is larger than 650 pixels, your entire message will not fit on the screen for a recipient reading your email on their mobile device. It is useful to take into account the pixel widths in order for the person to participate correctly in the email campaign by providing an easy reading.

9. Use your logo on the top left of the email

Eye tracking studies have found that people instinctively look for logos on the top left of emails. This result is consistent with the logo placement on most websites. Additionally, it is acceptable to put your logo in the center to align with the email content.

Whether your logo is left-handed or centered, branding in the title of your email reminds your recipients that it came from you and is part of a series.

10. Allow users to subscribe to your newsletter

Adding a “subscribe” button to your email will not help people who have agreed to receive your emails. But great content is shareable content, and if your current subscribers forward your emails to their friends and connections, you might want to give those people the opportunity to subscribe too.

11. Write interactive headlines

A good title should contain 30 to 50 characters (including spaces). Email accounts and mobile devices often cut any lines beyond this length. It is also necessary to create messages that increase interaction in the header of the e-mail, and it is important that you inform readers about the content they will encounter after opening the email.

12. Link emails to landing pages

Your landing page should match the email in terms of title, subtitle, and content. The appearance of your landing page and the effect it evokes should also match the email.

Consistency goes a long way toward the customer’s confidence in the content they receive.

Make sure you use tracking tools to see which emails and landing pages perform best, so you can keep sending what works.