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