Best Practice in email marketing
Best practices in email marketing
1)
Keep it short and sweet:
It’s important to keep email marketing content
short and sweet for customers. Customers may lose interest in your emails if
they are too long and include too much irrelevant information.
Display information in a way that readers
can ‘skim’ through and catch all the important and intriguing information straight
away. This could be displayed in bullet point format rather than a lengthy paragraph
that not all readers would want to take time to read. Information needs to be
short enough to catch the readers attention. Too many images/colours/text fonts
can also be too overwhelming when trying to get a point across to a reader
quickly. Keeping the same text fonts and minimizing videos/images will help readers
stay focused on the email.
2)
CTA’s (Calls to Action)
Its important to keep emails action
oriented. CTAs are eye catching and a simple way for a reader to find out more information
and draw readers in about what you are trying to sell/promote.
They are usually displayed in the email in
bright bold text on a coloured background. Usually, a button you can click that
will take you to another page explaining something in more depth. They are also
a good way for the creator to keep a check on how many people click on these CTAs,
if they work and if they need to be changed or altered to make more of an
impression in the email that’s been sent.
Examples of a CTAs are ‘find out more’, ‘buy
now’, ‘sign up’ and ‘try it now’.
It’s important to test these buttons before
the emails are sent to readers. A/B testing is a good way of making sure you get
the best results from each email marketing campaign.
3)
Use emojis😊
To ensure your email stands out from all
the rest in an inbox full of messages, emojis are a great way of standing out
and drawing the reader’s attention before they’ve even opened the email. By using
emojis instead of standard text, companies can engage readers and connect with
them simply through a brightly coloured emoji. Readers are more likely to click
on the email if there is something drawing their attention to it. Including them in the subject line of the email
increases the likelihood of the email being opened and looked at rather than
get lost in an array of other emails.
4)
Personalisation token
Personalising emails to customers are a
great way to express a readers importance to you and the way they view your
emails. By addressing them by name instead of ‘dear reader’ can also increase
the chances of the email being opened and read.
If other information has been taken for the
customer e.g., date of birth, emails can be sent to customers personally
wishing them a happy birthday and even include a special offer. Recognising a
day of importance can enhance the customers experience with marketing emails.
Things to avoid
1)
Avoid ‘no reply’ emails
A no reply email means that if the reader
has any questions/queries about the information that’s been sent to them, they
are unable to reply to the message. It may sound like a good idea to prevent
spam emails, it doesn’t give the reader an option to respond.
If no reply is displayed in the header
before the customer has opened the email, there is a higher chance that the
customer will discard the email without opening it as the generic title will
not engage the reader.
Having ‘no reply’ displayed in the email, consumers
email accounts may automatically move these types of emails to junk/spam and
the email itself can risk being missed completely.
2)
False promises
It’s important to be honest with the information
you want your readers to see. Include exactly what you can offer or what your company
believes in to get the best possible outcome of engaging a reader. Including things
like ‘you’re a winner’, ‘click to enter a draw’, ‘it could be you’, if these
types of words do not correspond with what you can offer the customer, its likely
the email will be marked as spam by either the customer or the email provider.
https://zapier.com/blog/email-marketing-best-practices/
(17/10/2023)
https://www.campaignmonitor.com/resources/guides/10-tips-improve-email-calls-action/
(17/10/2023)
https://knowledge.hubspot.com/email/how-do-i-personalize-the-subject-line-of-my-email
(17/10/2023)
https://mailchimp.com/what-to-know-about-using-no-reply-email/
(17/10/2023)
https://webengage.com/blog/how-to-avoid-spam-filters-when-sending-emails/
(17/10/2023)
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