Email is a strong communication channel which, when executed correctly, has the potential to bring significant outcomes for businesses. Yet with the average professional receiving 121 emails daily, it’s hard to stand out in a noisy inbox. In this article, we will talk about five email best practices that can help you to get results and optimize your email campaigns.
Optimize Your Subject Lines
When people open an email, the subject line is the first thing they see. And since it plays a major role in getting emails opened and read, you want your subject lines to be optimized. Here are a few tricks to get you started:
Keep it short: 6-10 words Subject line is your best bet. Even long ones can be snapped, making it a mess.
Make it personal: Personalised subject lines that contain the recipient’s name or other details can increase open rates up to 26%.
Action verbs and language: Use verbs and action verbs to make the email seem urgent and get people to open the email.
Avoid spam phrases: If you do not want your email to come off as spam, avoid phrases that will cause spam detection. Saying words like “free”, “deal,” and “offer” can lower your email’s likelihood of landing in the recipient’s inbox. Instead, convey the importance of your message in a subtler fashion. Say, for example, “we have a special gift for you” or “we want to tell you something special”. That can help you increase the chances of getting your email opened and read by the recipient.
Do A/B testing to see what subject lines work best for your readers. Check out the outcomes and use that data to guide future subject line choices.
Make Your Emails Mobile-Friendly
Over half of all emails are opened on mobile devices, so your emails need to be mobile friendly. Here are some tips for optimizing your emails for mobile devices:
1. Employ Single-Column Layout
The best and most reliable way to get your content read on mobile is with a single column layout. A staggered or multicolumn layout works poorly on smaller monitors because the user will have to zoom in or scroll up. Single column layout also keeps your content organized and shows the reader how to navigate through your content with less distractions. This not only enables your reader to move through without hesitation, but also helps you capture the attention of the user for key messages.
2. Keep Content Concise
For mobile communications, the rule is often ‘less is more’. Keep your posts as short as possible to maximize engagement. Brief paragraphs, bullet points, and lists are incredibly helpful when separating huge blocks of text. It makes the email easy for recipients to read. Think of what your reader really wants to learn, and remove the unnecessary baggage. Mobile users are literally on the go, so concise, high-quality content allows for more of an opportunity to engage them and make them do something.
3. Use Larger Font Sizes
What matters with mobile emails is legibility. An acceptable standard font size might look good on a desktop, but doesn’t look great on a screen. In order for your mobile user to easily read your email, the font size you use must be at least 14 pixels. It will allow you to write what you want without people having to scroll down. You also should try to use a sans-serif font because it’s more legible on digital devices than serif fonts.
4. Test Across Devices
Testing is one of the most important steps when it comes to making your email mobile-friendly. There are tons of phones out there, so it’s important to keep your emails consistent from mobile to desktop. Make sure you test out your e-mail campaigns on a variety of mobile devices before you send them out-from different smartphones to different tablet types. Verify for alignment issues, broken links, or images that do not load correctly. This might allow you to spot and fix some of the issues that stop user experience from reaching your audience.
Personalize Your Emails
Personalization is a great way to build engagement and results. How you can customize your emails:
Incorporate the recipient’s name: This is the simplest personalized option, but it can go a long way.
Classify your email list: Group your email list by demographic, topic, or behavior and send specific messages.
Utilize dynamic content: Use dynamic content to display different content depending on the recipient’s actions or interests.
Add the sender name : Create the sender name from a living person instead of a mass email address.
Include Clear Calls-to-Action
It’s important that your emails clearly state a goal and provide an appropriate CTA that points them in the direction. Here are some guidelines on how to write effective CTAs:
Make it actionable: Use verbs that will cause the recipient to act (for example, “Shop Now,” “Learn More,” or “Sign Up”).
Make it stand out: If you have a CTA button, use contrasting colors and fonts.
Keep it above the fold: Be sure to keep your CTA scrollable.
Check and tweak: Experiment with different CTAs to determine which ones work the best and use that information to tweak future campaigns.
Clean Your Email List Regularly
Another useful email strategy is to periodically clean your email list. This includes eliminating inactive subscribers and bounced emails from your list to maximize deliverability and open rates. Cleaning your email list here are some ideas:
Stimulate unsubscribers: If you want to make the most of your email list, make sure you check it regularly and get rid of subscribers who haven’t opened your emails in the last 6-12 months.
Double opt-in: Double opt-in can ensure that your list is full of engaged, curious readers.
Monitor bounce rates: High bounce rates may be a sign that your list is outdated or you’re having trouble with email delivery. Keep an eye on bounce rates and delete bouncing emails as needed.
Send a re-engagement campaign: Before you delete unsubscribers, send a re-engagement campaign and attempt to reconnect with them.
Maintain the list: Always maintain your email list by updating outdated or incorrect email addresses.
To wrap things up, these five best practices will enable you to make the most of your email campaigns. By optimizing your subject lines, making your emails mobile friendly, personalizing your emails, incorporating easy to follow calls to action, and cleansing your list on a regular basis, you can boost response, bypass the spam box, and unleash the power of your email marketing campaigns. Please remember that email marketing isn’t a one size fits all solution, so test and refine your campaigns according to your specific audience and business objectives.
