Email marketing can be a tricky business, and what is acceptable is subject to change over time, so it’s a smart idea to revisit email marketing best practices routinely. What works best is affected by other aspects and technology changes, so if we want to get the best results we need to keep current.
- Use short, attention grabbing subject lines - Avoid spam words, and be sure you are being bold without straying into untruth. Tell them what to look for.
- Mobile optimized emails - If you’re not mobilizing for mobile now, you’re losing out, as some 67 percent of all emails are now opened via a mobile device.
- Let them know who it’s from - Having a bland perfunctory “From” address can lead to your emails never getting opened. Make it identifiable.
- Utilize several calls to action - If you want the click, sell it, and make sure you have one of these above the fold.
- Make the body text brief and to the point - No one is looking forward to reading a thousand word email, so don’t be that guy! Say what you need to say, using bullet points if you have several points, and ask them to click elsewhere for more.
- Utilize videos and images - Videos and compelling imagery will often make the case your words may not. Everyone likes to view, so be sure and give them what they want.
- Emphasize benefits to reader - Don’t spend time talking about you: all they really want to know is what’s in it for them, so be sure not to disappoint.
- Don’t be a stranger, or a pest - Each audience in each market is different, but suffice it to say that you need to mail enough to be front of mind in your market without being annoying.
- Encourage and enable social sharing - Using social sharing effectively doubles your click through rate. Any more questions?
- Create compelling content - Delivering valuable, timely content your readers can use will do you more good than almost any other of these best practices. Become somebody they want to hear from, and you’re halfway home.
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