When
Define your font families, sizes, and colors for all text
Firmographics
Abandoned cart emails
WHO
is this email for?
Pay attention to the metrics that measure that specific goal.
Navbar
Job function
Gender
When they last clicked on
an email
Acquire new prospects and leads
WHERE
do I want the subscriber to do?
WHEN
Carefully define each of your audience segments.
Loyalty status
Provides an opportunity to send a discount code and reconnect
Your email funnel has 3 purposes.
Subscribers who require a different nurture journey
Avoid Flash
Send specific emails when your subscribers are in specific parts of the funnel.
Personalize it
Create campaigns based on your sales funnel
Greeting a
new subscriber
WHAT
is the goal of this email?
When and how often they make a purchase
Content analytics
WHO
What they do with your products
or services
Big data and artificial intelligence (AI) is helping marketers personalize segmentation.
But use inline styles, not CSS, which isn’t supported by some clients
Use emojis and other symbols
Ask questions
Decide what action you want the recipient to take
Varies
Welcome emails
WHY
10–25%
CREATE ACTION PLANS
Where they live
35%
Why
Demographic
Welcome gates
should they do it?
Why
HOW
marketingcloud.com | zapier.com | emailmonday.com | litmus.com | sumo.com | paulramondo.com | snaptactix.com | referralsaasquatch.com sendgrid.com | growthatrabbit.com | salesforce.com | help.pardot.com | convinceandconvert.com | growandconvert.com
0.5–1.5%
What
WHY
Step 3
Generic
end-of-post CTAs
Algorithms applied to subscriber behavior will help find out what they will do next
Psychographic data
Subscribers who convert
Transactional emails
Also called “triggered” emails like a
purchase receipt
1–5%
The Inspiring Inbox
Who
Turn buyers into fans
Step 1
Have a goal
in mind
can the recipient convert?
is this email appropriate for the recipient?
Convert those leads to buyers
Define and measure your email marketing goals
Be specific
What goal do you achieve when they complete this action?
WHEN
Encourage loyalty
Your emails will be opened on both desktop and mobile devices
will the recipient read this email?
Make it urgent
Keep it simple
and short
3–9%
Keep mobile device CSS widths in mind
How much they spend
Heat maps
Behavioral
Great for explaining your product and providing support resources
Geotargeting delivers custom branding offers to subscribers
A/B testing
With every campaign, focus on the basics of email marketing best practices.
Feature box
Job title
Be specific when you define your email segments
What
Write alt tags in case your images don’t load
Demographics
Onboarding emails
Buyer personas will be based on data.
What they buy
(site vs. in store)
WHAT
Where they are in the sales funnel
ASK
Optimize for all email clients and all screen sizes
Email Best Practices that Encourage Opens and Clicks
of recipients open email based on the subject line alone
Tips to keep in mind
Promotional emails
Types of automated emails to send to your subscribers:
WHERE
Use research to test an email’s effectiveness.
Send a welcome email Educate
Cultivate their interest
NURTURE CUSTOMERS
how
Behavioral data
How they navigated your site
Encourage readers to open your emails with your subject
Step 2
Sidebar CTAs
Inspire customers to make additional purchases
Usually part of a campaign with limited time to act
of email recipients report email as spam based solely on the subject line
should the recipient open this email?
1–8%
HOW
Personal interest
See why email is king in every stage of the customer lifecycle
Pop-ups
Where
69%
Use tables, not
tags
0.5–1.5%
Initiate your email nurture journey
will they know what to do?
How
For email capture forms, consider where you place it on your website.
Slider and bars
Tie it to your goal for the email
Use these email marketing best practices to engage your subscribers and reach your marketing goals.
SOURCES
Use the right call to action (CTA)
