Email marketing has become an integral part of the digital marketing strategy for businesses of all sizes. It is a cost-effective way to reach and engage with potential and existing customers. However, with the ever-increasing volume of emails, it is essential to implement best practices to ensure your emails stand out and drive sales.
In this article, we will discuss 27 email marketing best practices that can help you improve your email campaigns and increase sales. From creating attention-grabbing subject lines to optimizing your call-to-action (CTA), we will cover everything you need to know to get the most out of your email marketing efforts.
So, let’s dive in and explore these email marketing best practices in detail.
Table of Contents
27 Email Marketing Best Practices
1. A/B Test your email subject lines
A/B testing, also known as split testing, is a method of comparing two versions of something to determine which one performs better. When it comes to email marketing, A/B testing your subject lines can help you optimize your open rates and improve the effectiveness of your campaigns.
To conduct an A/B test for your email subject lines, send out two different versions of the same email to a small sample size of your email list, and track the open rates for each version. Based on the results, you can determine which subject line was more effective and use that for the rest of your email list.
2. Engage with customers by asking for their help
One of the best ways to get customer buy-in is to ask for their help. For example, you can send an email that says “Hey! Can you answer this quick question?”
Then include a few multiple-choice questions and an ‘other’ option where people can write their own answers. This type of interaction will build rapport with your customers quickly.
3. Personalize your emails
When you send an email that is personalized to each customer, it feels like the marketer has done their research. It also increases open rates and click-through rates, which leads to more conversions.
The best way to personalize your emails is with marketing automation software. So once someone abandons their cart, for example, they get a follow-up email with a specific offer. You can also personalize an email by including the customer’s first name at the beginning of each sentence.
4. Ask customers to share your emails on social media
If you want to increase awareness of your brand and get more people to click on your links, ask people to share it on their social media profiles.
Some email platforms have this feature built-in. If yours does not, include a sentence in the email that says “Please share this product with your friends on Facebook.”
5. Link to content in your emails that customers will find valuable
Make it easy for people to learn more about you when they read your emails by linking out to blog posts or other content that they will find helpful.
For example, you can share a blog post from your company website where there is a discount code for an e-book on how to get the most out of your products.
6. Make it easy for people to unsubscribe from your emails
Some marketers have no idea how to turn their email campaigns into sales. They send emails that are 90% promotional content and 10% valuable information. It’s no wonder why people don’t open these emails or unsubscribe from them.
To turn your campaigns around, send useful tips and only include one to two promotional messages every month. Also, make it easy for people to unsubscribe from the email by including a link in the footer.
7. Tell people what they will get when they sign up for your emails
People who receive promotional and discount content from you might forget about you after a while if you don’t remind them why they signed up for your email list in the first place.
So when someone signs up to your email list, include a sentence in the confirmation email that says “You are receiving this email because you are interested in learning more about how to __________.”
8. Show people what they have missed
If someone signs up for your email list but doesn’t open any promotional emails during their first month, chances are they may forget why they signed up for your list in the first place.
So include a sentence at the end of your emails that says “We hope you enjoyed this week’s deals on Facebook! Don’t forget to check out our website for even more deals.”
9. Split test subject lines with different time periods
Timing can play a significant role in the success of your email marketing campaigns. Split testing subject lines with different time periods can help you determine the best time to send your emails to maximize open rates.
Try sending the same email with two different subject lines to two separate segments of your email list at different times of the day or week. Analyze the results to see if there is a significant difference in open rates and adjust your email send times accordingly.
10. Split test different call-to-action buttons on social media
Call-to-action buttons are a crucial part of any social media marketing campaign. Split testing different call-to-action buttons can help you determine which button is most effective in generating clicks and driving sales. Try using different colors, text, and placement for your call-to-action buttons to see which ones perform best.
11. Always include a call-to-action in your emails
After people click on your email links, you need to let them know what to do next. If they are on your website, let them know what page they should visit or what you want them to do.
For example, if someone clicked on the link in your email to go to your website or blog, you can say “Check out our most recent blog post about __________.”
12. Offer discounts, coupons, and free shipping in your emails
People are more likely to buy something when you give them an incentive. The bigger the discount you offer, the more likely people are to make a purchase. For example, if one email marketing platform offers 25% off your first order, then another may offer 50% off. Which one is going to be more effective?
13. Personalize subject lines for different features or product launches
Personalization can help you build a stronger connection with your subscribers and increase the effectiveness of your email marketing campaigns.
By segmenting your email list and personalizing your subject lines based on their interests and behavior, you can improve your open and click-through rates. For example, you can create personalized subject lines for different product launches or features to pique the interest of subscribers who have shown interest in those areas.
14. Personalize subject lines based on who they are
People don’t like getting emails that don’t apply to them. For example, what if you send an email about a new product but the person receiving it doesn’t own that type of business? In this case, they may unsubscribe from your list because it’s irrelevant to them.
To avoid people from unsubscribing from your emails, personalize subject lines based on who they are. For example, “New Product Alert: Aquarium Supplies.”
15. Use an email newsletter service
Using an email newsletter service can help you streamline your email marketing campaigns and make them more effective. These services offer a range of features such as templates, automation, and analytics that can help you create and send professional-looking emails, track your campaigns, and improve your overall email marketing strategy. Some popular email newsletter services include Convertkit, Constant Contact, and MailChimp.
16. Include a QR code in your email to increase click-through rates
A QR code is one of the least used marketing tools, but it’s effective for increasing click-through rates. For example, if someone receives an email with a promotion and there is a QR code on that page, people who receive the email are likely to scan the QR code with their smartphone so they can access that promotion or sale.
17. Use social media icons above your main menu
Including social media icons in your email marketing can help increase your brand’s social media following and engagement. Placing these icons above your main menu makes them easily visible and accessible to your subscribers. Make sure the icons are clickable and link to your social media profiles.
18. Add scrolling effects to products in emails
Using scrolling effects in your emails can add a sense of interactivity and engagement. For example, you can include a carousel of products that users can scroll through within the email. This can increase the chances of subscribers clicking through to your website to learn more about the products.
19. Keep your emails short and to-the-point
People have short attention spans, and are likely to skim through lengthy emails. Keeping your emails short and to-the-point ensures that your subscribers will read the entire message, and can help improve the click-through rates on your calls to action. Stick to one main message per email and use clear, concise language.
20. Add social media buttons to your emails
Adding social media buttons to your emails can help you increase your social media following and engage with your subscribers beyond the inbox. Include social media icons in a prominent location in your email, such as at the top or bottom.
Make sure the icons are linked to your social media profiles, and use a clear and concise message to encourage subscribers to follow or engage with you on social media. You can also use social media buttons to encourage subscribers to share your email content on their social media channels, which can help you reach a wider audience.
21. Include personalized images in your emails
Using personalized images in your emails can help you build a connection with your subscribers. Consider using images that feature your subscribers’ names, or images that are specific to their interests or location. This can help your subscribers feel like you are speaking directly to them, and increase the chances of them taking action on your calls to action.
22. Put important contact information in your emails
Make it easy for your subscribers to get in touch with you by including important contact information in your emails. This could include your phone number, email address, or social media profiles. Make sure this information is easily visible, and consider placing it in the footer of your emails so it’s consistently available to your subscribers.
23. Include a call to action in your email footer
Adding a call to action (CTA) in your email footer can encourage your subscribers to take the desired action, such as making a purchase or signing up for a newsletter.
The footer is a good place to put a secondary CTA that complements the main CTA in the body of the email. For example, if the main CTA is to make a purchase, the footer CTA can be to follow your business on social media or to sign up for your blog. Make sure your CTA is clear and concise, and use action-oriented language to encourage clicks.
24. Use a GIF in your promotional emails
GIFs are an excellent way to add a personal touch to your promotional emails. If you have an email that is giving a sale or promotion, adding a GIF from that product to the email will make it feel more personable. For example, if someone is receiving an email about a laptop, adding a GIF of the laptop in use will make it much more appealing.
25. Use sales and promotional emails to turn subscribers into raving fans
If someone subscribes to your email list, always give them something that will make them look forward to opening your emails. For example, if you are sending an educational email about how to do something, include a coupon for them to use so they can try out your product.
26. Include a special offer in your “we miss you” emails
If someone hasn’t opened and clicked on one of your emails for a few weeks, you want to give them an incentive to come back.
One of the best ways to do this is by including a special offer in your “we miss you” email so they can use it and hopefully click on any future emails you send them!
27. Send out drip campaigns
Drip campaigns are an excellent way to provide value to your subscribers while also prepping them for your future emails. For example, you might send out an educational email that doesn’t have anything to do with marketing or sales.
The next week you could follow up with a more promotional email so they are ready to receive it!
The Bottom Line
Email Marketing is a powerful tool that can help businesses of all sizes increase their sales and customer engagement.
By implementing these best practices, such as A/B testing subject lines, personalizing content, using email newsletter services, and including calls to action, businesses can create effective email campaigns that drive results. Additionally, incorporating social media buttons and personalized images can further enhance the impact of email marketing efforts.
It is important to continually monitor and analyze the performance of email campaigns to make adjustments and improvements as needed. With the right strategies and tactics, email marketing can be a valuable asset in a business’s overall marketing strategy.