Email is a powerful communication tool that, when used correctly, can drive significant results for businesses. However, with the average professional receiving 121 emails per day, it can be challenging to stand out in a crowded inbox. In this paper, we will discuss five email best practices that can help you drive results and maximize the impact of your email campaigns.
Optimize Your Subject Lines
When an email is received, the subject line is the initial aspect that recipients notice. Because of its importance in encouraging email openings and readings, it is essential to optimize subject lines. Here are some tips to help you do so:
Keep it short and sweet: Subject lines should be 6-10 words. Long ones may get cut off, causing confusion.
Personalize it: Personalized subject lines that include the recipient’s name or other relevant information can increase open rates by up to 26%.
Use action-oriented language: Use verbs and action-oriented language to create a sense of urgency and encourage recipients to open the email.
Avoid spammy words: To prevent the risk of your email being marked as spam, it’s best to avoid using certain words that can trigger spam filters. Words such as “complimentary,” “offer,” and “discount” may decrease the chances of your email reaching the recipient’s inbox. Instead, try to communicate the value of your message in a more subtle way. For instance, you could say “we have a special opportunity for you” or “we would like to share something valuable with you.” This can increase the likelihood of your email being delivered and read by the recipient.
Test and analyze: Use A/B testing to determine which subject lines are most effective for your audience. Analyze the results and use that data to inform future subject line decisions.
Make Your Emails Mobile-Friendly
More than half of all emails are opened on mobile devices, making it essential to ensure that your emails are mobile-friendly. Here are some tips for optimizing your emails for mobile:
1. Employ Single-Column Layout
One of the easiest and surest ways to ensure readability on mobile is to use a single-column layout. A staggered or multi-column format is clunky on smaller screens, since the user will have to zoom in or scroll horizontally. In single-column format, the content becomes more organized and can show the reader the way through your content with fewer distractions. Not only does this let your audience fly seamlessly through reading, but it also gets you the attention of the user for the most important messages.
2. Keep Content Concise
When it comes to mobile communication, often less is more. Keeping your content concise is the best way to ensure engagement. Short paragraphs, bullet points, and lists are amazingly helpful in breaking up big blocks of text. It makes the email quick to scan through for recipients. Consider what information is necessary for your audience and eliminate the unnecessary fluff. Since mobile users are literally on the go, clear and concise content means there is more of an opportunity to get your message across and have them act on it.
3. Use Larger Font Sizes
What’s important with mobile emails is legibility. A good, standard font size may be good to view on a desktop; however, it does not come across as great on a screen. For the mobile user to have the greatest ease in reading your email, there should be at least a font size of 14 pixels in use. This will make sure that your text is easily readable and recipients won’t have to zoom in. Also, try to use a sans-serif font because those are easier to read on digital screens than more ornate serif fonts.
4. Test Across Devices
The most important steps involved in making your email mobile-optimized are testing. With the amount of mobile devices and variations in screen size, it’s important to make sure your emails look great across the board. Be certain to test your e-mail campaigns across several mobile devices before you send them out-from different smartphones to different types of tablets. Check for issues like misalignment, broken links, or images that don’t show up as they should. This may help you identify and correct some of the problems deterring user experience from even reaching your audience.
Personalize Your Emails
Personalization is a powerful way to increase engagement and drive results. Here are some ways to personalize your emails:
Use the recipient’s name: This is the most basic form of personalization, but it can make a big difference.
Segment your list: Segment your email list based on demographics, interests, or behavior, and tailor your messaging accordingly.
Use dynamic content: Use dynamic content to display different content based on the recipient’s behavior or preferences.
Personalize the sender name: Use a real person’s name as the sender instead of a generic email address.
Include Clear Calls-to-Action
Your emails should have a clear purpose and a clear call-to-action (CTA) that guides recipients toward that purpose. Here are some tips for creating effective CTAs:
Use actionable language: Use verbs that encourage recipients to take action, such as “Shop Now,” “Learn More,” or “Sign Up.”
Make it stand out: Use contrasting colors and fonts to make your CTA button stand out.
Keep it above the fold: Make sure your CTA is visible without scrolling.
Test and optimize: Test different CTAs to see which ones perform best, and use that data to optimize future campaigns.
Clean Your Email List Regularly
Another important email best practice is to regularly clean your email list. This involves removing inactive subscribers and bounced emails from your list to improve deliverability and engagement rates. Here are some tips for cleaning your email list:
Remove inactive subscribers: To optimize your email list, routinely examine it and eliminate subscribers who have not interacted with your emails within the previous 6-12 months.
Use double opt-in: Using a double opt-in process can help ensure that your email list is made up of engaged and interested subscribers.
Monitor bounce rates: High bounce rates can indicate that your email list is outdated or that there are issues with your email delivery. Regularly monitor bounce rates and remove any email addresses that bounce.
Use a re-engagement campaign: Before removing inactive subscribers, consider sending a re-engagement campaign to try and reactivate their interest.
Keep your list up-to-date: Regularly update your email list by removing outdated or inaccurate email addresses.
In conclusion, following these five best practices can help you drive results with your email campaigns. By optimizing your subject lines, making your emails mobile-friendly, personalizing your emails, including clear calls-to-action, and cleaning your email list regularly, you can increase engagement, avoid spam filters, and maximize the impact of your email marketing efforts. Remember, email marketing is not a one-size-fits-all approach, so be sure to test and optimize your campaigns based on your unique audience and business goals.
