Tips for Email Marketing: 15 Practices

Today I bring you some tips and best practices for email marketing that will help you create and use your campaigns successfully.

While email marketing may not gain the attention of some newer digital marketing channels, it is still a great way to generate leads and convert more leads for your business ...

With that in mind, I want to share some of the best practices of email marketing that you can use to generate more leads for your business.

# 1: send welcome emails

The welcome email is the most effective message you can send ...

The average open rates of welcome emails are very high in most cases.

What are welcome emails used for and how do I use them in my email marketing campaigns?

Welcome emails also help keep your list clean and improve your email deliverability.

If someone enters the wrong email address, the welcome email will bounce. This then informs your email provider to remove it from your list.

Welcome emails also reassure your new recipients that check-in has worked and that the information they want is on its way.

Plus, they help you connect with new subscribers. Gift something valuable or exclusive at the start of your journey and you will see clicks increase.

Recommended reading: what is an email autoresponder and how does it work?

# 2: personalize the welcome message in your emails

How often do you read emails that start with "Dear Member"?

What is the purpose of personalizing the reception of my emails in my email marketing campaigns?

The personalization of the reception of your emails with the first names of your contacts immediately captures the attention of each reader.

Don't worry, personalizing an email's greeting line with 50 recipient names doesn't mean you now have to write and send 50 different emails…

Use people's names in your emails

Most email marketing tools today allow you to configure your email campaign greeting to automatically send the names of people on your email. list of - mails, so that everyone receives a personal version of the same message.

Segment your audiences

You can segment your email audiences by customer type (member, subscriber, user, etc.), but that shouldn't be the first thing recipients see in your company's messages.

# 3: use compelling subject lines 

When creating your email marketing campaigns, you should pay attention to every piece of text, and titles or headers are of the utmost importance.

How do I use subject lines and headlines in my email marketing campaigns?

A good subject line should contain between 30 and 50 characters (spaces included). Email accounts and mobile devices often cut any subject line that exceeds this length.

The subject line of your email should also create a sense of urgency, while also giving readers an indication of what to expect once the email is opened.

# 4: Include your logo at the top 

Eye tracking studies have shown that people instinctively search for logos in the upper left corner of emails, often because it matches the location of a logo on most websites.

However, it is also acceptable to place your logo in the center to align it with the email content below ...

Whether your logo is centered or on the left side, tagging your email header reminds your recipients that it came from you and is part of a series.

# 5: use incentives in your emails

When you include an incentive in your subject line, you can dramatically increase open rates ...

For example, you can use incentives like: "Free shipping when you spend $ 30 or more" and "Get a 30 day free trial". These are examples of good incentive-focused subject lines.

Offer incentives and discounts but don't overdo it

However, you need to be careful not to overwhelm your readers with emails related to products or savings. Customer retention begins with informal information about the industry; only then can you talk business.

Consider using scarcity to your advantage

Another very useful tip to apply in your email marketing campaigns is to use scarcity to your advantage. If you are selling a product and running a promotion, it's a good idea to give it a start and end date ...

For example, you can put in the subject line of your newsletter: "Last days to get a 25% discount". This will make more people open your emails and consider accepting the offer and purchasing your product because they know the perk will be removed soon.

# 6: Include a signature in your emails

Even though your email newsletter is technically sent to your contacts on behalf of the company, rather than an individual, the email should include a specific person's signature.

What is the use of using a signature in my email marketing campaigns?

People are naturally more inclined to read and listen to emails if they know they are from a human being, not just a collective marketing team ...

And your electronic signature is your ticket to grab their attention.

Most email marketing tools allow you to add a signature at the bottom of your emails.

# 7: link to your landing pages 

Your landing page should match the email in terms of title, text, and content. The appearance of your landing page should also match the email - consistency goes a long way in helping customers trust the content they receive.

This also applies when you redirect people from your emails to your sales pages.

Why is it necessary to connect my landing and sales pages to my promotion emails?

It is important that the entire journey people take through your sales funnel is consistent and congruent. The message, the colors, the use of language, etc. Everything must be laid in the same way so as not to confuse the visitor and that he knows perfectly what is the next step to follow ...

And once you've taken that action, your visitors should find EXACTLY what you promised.

Just make sure to use a tracking tool to see which emails, landing pages, and sales pages are performing best so you can keep sending what works and eliminate what doesn't.

# 8: keep your emails from 500 to 650px

The pixel width of your email is a critical part of your ability to capture leads.

If your email template exceeds 650 pixels, you're asking users to scroll horizontally to read the entire message. It's even more tedious for a recipient reading your email on their mobile device.

# 9: empty your list regularly

Why should I regularly clean my contact list?

Some of your email contacts may not be excluded from your email campaign, but they still never open their emails.

It's tempting to email as many people as possible to reach more potential customers, but keeping the least engaged recipients on your email list can kill your open rate.

Additionally, email marketing platforms have a limit of subscribers and emails that you can send in a month. As your list grows, you'll have to shell out more, so it's not good to keep subscribers that just take up space (and possibly money).

How can I improve the mail opening rate in my email marketing campaigns?

People who never open emails make your campaigns worse than they are. This will ruin your stats and ultimately hurt your entire optimization process.

Analyze who hasn't interacted with your emails for a while and delete them regularly. This gives you a more accurate email open rate and keeps your email campaign clean of people who are no longer interested in what you have to offer.

# 10: use automatic replies

Set up an automated email campaign that remembers people who have chosen to enter your email database and send them valuable content!

What is the use of automatic responses in email marketing campaigns?

Automatic replies are a crucial part of email marketing. Each autoresponder email should include additional content or additional material to reward the reader for their newsletter participation, or your readers may not feel like they are incentivized enough to participate.

Remember, if your content is no longer interesting or helping them, your subscribers will unsubscribe with you.

# 11: don't buy contact lists

A very common mistake. Many people think of buying contacts to get started quickly. However, it is not recommended to do so.

Pay attention to your open rate and the GDPR

This email marketing tip shouldn't surprise you, but considering the implementation of the General Data Protection Regulation (GDPR), agrees to it repeat…

What is the use of considering GDPR in email marketing and how can I use it to my advantage?

The email marketing campaigns depend on a healthy open rate, and if you communicate with people whose information has purchased, rather than getting product information from a previous interaction, quickly see your e -mails.

The GDPR also requires the consent of every European recipient before you contact them, and mailing lists purchased usually do not come with that consent.

# 12: use A / B testing in your emails

If you can't get your email open and click-through rates to increase, there may be some things wrong: you may not be sending the right people or your email content. -mails needs to be improved ...

To get started, focus on the latter and perform an A / B Test.

What is an AB test and how can I use it to optimize my email marketing campaigns?

The A / B tests, or "split testing", can be used to improve almost any content in digital marketing.

In an e-mail, this test effectively “divides” your recipients into two groups: group A receives the regular newsletter, while group B receives the newsletter with a specific variant…

This variant tests to see if your audience would be more or less likely to take action if your newsletter was different. This concept is very important and useful for the optimization process of your email marketing campaigns.

# 13: plan your campaigns well

Each email marketing specialist would like their newsletter to be at the top of the inbox. After all, most subscribers will choose which emails they see first.

So when to send your emails? ...

The latest studies GetResponse show that :

The best time to send an email is largely an individual matter. It varies according to location, industry and audience.

The best practice is to send your emails using a delivery time optimization algorithm like GetResponse Perfect Timing.

These tools automatically adjust the delivery time for each individual subscriber, based on their past behavior.

Recommended reading:

4 of the best autoresponders for affiliate marketing.

GetResponse in Spanish - What is it and how does it work?

What is the purpose of scheduling the sending of my Email Marketing Campaigns?

But if you can't use a delivery time optimization algorithm, you'll need to consider the following results from Mailchimp studies:

As you can see in the image above, the latest studies of Mailchimp show that at 12:00 p.m. and 14:00 p.m., people are opening their emails more. This is when marketers get the highest open rates for their promotional emails.

Next, let's see the following table where we can see that the best days to send marketing emails are: Tuesday, Wednesday and Thursday.

E Here are some statistics compiled by MailChimp. They are just one of the many studies that can be found on the Internet ...

By that I mean that: it is not an exact science. It's relative. It can vary, because every audience is different.

# 14: set the right frequency

Another good email marketing practice is knowing how often you need to communicate with your subscribers. And that can be a difficult task.

Let's see a table taken from GetResponse in which we can see the performance of the different frequencies of newsletters (electronic bulletins) and their results respectively:

Looking at this sending frequency data, we find that email marketers who only send out one newsletter per week have the highest average open and click-through rates.