Email Best Practices that Encourage Opens and Clicks
The Inspiring Inbox
should the recipient open this email?
can the recipient convert?
is this email appropriate for the recipient?
is the goal of this email?
will the recipient read this email?
is this email for?
With every campaign, focus on the basics of email marketing best practices.
Be specific when you define your email segments
Carefully define each of your audience segments.
Where they are in the sales funnel
When they last clicked on
What they buy
(site vs. in store)
When and how often they make a purchase
How much they spend
Geotargeting delivers custom branding offers to subscribers
Algorithms applied to subscriber behavior will help find out what they will do next
How they navigated your site
What they do with your products
Where they live
Buyer personas will be based on data.
Big data and artificial intelligence (AI) is helping marketers personalize segmentation.
Use research to test an email’s effectiveness.
Define and measure your email marketing goals
What goal do you achieve when they complete this action?
Pay attention to the metrics that measure that specific goal.
Decide what action you want the recipient to take
See why email is king in every stage of the customer lifecycle
Turn buyers into fans
Usually part of a campaign with limited time to act
Send specific emails when your subscribers are in specific parts of the funnel.
Also called “triggered” emails like a
Inspire customers to make additional purchases
Subscribers who require a different nurture journey
Subscribers who convert
Send a welcome email Educate
Cultivate their interest
Provides an opportunity to send a discount code and reconnect
Great for explaining your product and providing support resources
Convert those leads to buyers
Acquire new prospects and leads
CREATE ACTION PLANS
Initiate your email nurture journey
Abandoned cart emails
Types of automated emails to send to your subscribers:
Your email funnel has 3 purposes.
Create campaigns based on your sales funnel
Use tables, not
But use inline styles, not CSS, which isn’t supported by some clients
Keep mobile device CSS widths in mind
Define your font families, sizes, and colors for all text
Write alt tags in case your images don’t load
Your emails will be opened on both desktop and mobile devices
Optimize for all email clients and all screen sizes
Tips to keep in mind
of recipients open email based on the subject line alone
Use emojis and other symbols
Make it urgent
Keep it simple
Have a goal
of email recipients report email as spam based solely on the subject line
Encourage readers to open your emails with your subject
Slider and bars
For email capture forms, consider where you place it on your website.
should they do it?
will they know what to do?
do I want the subscriber to do?
Tie it to your goal for the email
Use the right call to action (CTA)
Use these email marketing best practices to engage your subscribers and reach your marketing goals.
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