There are a lot of strategies you can employ when it comes to sending emails to your list(s). Some ways are better & more effective than others, so keep these email marketing best practices in mind before you compose your next email to maximize engagement & response.
Be smart with your email subject lines, and be sure to test various subject lines to see which approaches yield the highest open rates and click-through rates.
Email as if You’re Talking 1-on-1 to a Friend
No one likes to be talked at. Give your emails a human touch, corporate stuffiness isn’t something people get excited to read.
Make the Email About Them
Far too often, businesses send an email celebrating some milestone or disclosing some news that the business itself may find exciting, but the average reader won’t. Congratulations, you were just featured in a big-time trade magazine…. what does that mean for me?
Create a Feeling of Exclusivity
People like to feel like they belong. They also like to feel special.
Segment Your List
Different people have likely subscribed to your emails for different reasons, so it’s usually a good idea not to send the same message to all of them. In fact, according to a number of email marketing best practices studies, you can actually lose subscribers if you send irrelevant information and offers to people on your list who signed up for reasons unrelated to the email you sent.
Provide Value Without Selling
Every day your average subscriber likely gets 100+ emails trying to sell them something. It can be overwhelming. Instead of making every email about selling a product or service, start sending emails that provide useful information and actionable tips that your readers can implement to improve their life/business/etc. in some way. Start looking at emailing as a way to create value, and sprinkle in your sales messages. This is crucial to keep in mind for email marketing best practices – no one wants to be sold to constantly, it lowers trust and can spur unsubscribes.
Use Strong Calls-to-Action
Tell your reader what steps to take.
Email Marketing Best Practices Pro Tip: Stay Fresh with Trends
Every few months a new trend seems to sweep the nation.
Don’t Get Political
Unless your list is politically slanted one way or another (i.e. if you run a conservative or liberal blog, your list is donors for a particular party or candidate, etc.) it’s a good idea to steer clear of politics. Especially in today’s heated times, you don’t want to alienate or offend half of your list because they don’t agree with the politics you’re mentioning.