Top 10 Best Email Marketing Practices
Email marketing is still one of the most effective ways to reach and engage customers. But with so many businesses competing for attention, it’s important to make sure your emails stand out. Here are the top 10 best email marketing practices:
- Use single column layouts. For a while, two-column layouts allowed for more content on a page, but they are hard to read, especially on mobile devices. A single column of content is easier to read, scroll through, and easier to make mobile friendly.
- Personalize content. The best newsletter senders are using what their subscribers click on to determine what content to serve in the next newsletter.
- Tease content. People don’t have the attention span to read long emails anymore. The best approach is to add no more than a paragraph of content and include a “read more” link to the full content on your website.
- Keep your emails short and sweet. Most people only scan their emails, so make sure yours are easy to read and understand.
- Create scroll magnets. Position the most popular content in the middle of the newsletter so that a viewer will be compelled to scroll down and get to the bottom of the newsletter.
- Differentiate your sender names. If you send different newsletters or different kinds of emails, make those differences clear in the sender name by using a from name extension. Blogs.oracle.com does a great job explaining this concept in more detail.
- Use a consistent design. This will help your emails look professional and polished.
- Test and track your results. Use email marketing software to track how many people open your emails, click on your links, and make purchases. This information will help you improve your future campaigns.
- Write descriptive subject lines. Nowadays, newsletter subject lines often include issue numbers and lists of topics. This makes them user-friendly and helps subscribers identify your newsletter and know what to expect when they open it.
- Borrow from B2C Email Designs. Newsletters are moving away from text-heavy content blocks. We are seeing bolder uses of color, more Google fonts, and streamlined copy to create less boxy and more artistic and interesting designs.
By following these best practices, you can create email marketing campaigns that are more interesting and subscriber-friendly, and engaging.