Guide to Email Marketing Best Practices

The adage that “email is dead” is couldn’t be farther from the truth. Email isn’t only a leading distribution platform for businesses and brands but for leisure communication purposes as well. It also happens to be a key contributor for marketers and advertisers when it comes to returns on investment and conversion rates.

In fact, email marketing returns those who implement it correctly up to a 4400% ROI; that’s a $44 dollar return on every $1 spent! contrary to popular belief, email is a marketer’s most valuable accomplice, whether you’re in the hospitality industry, finance space, or otherwise.

With that said, in what follows, we’ll be detailing what email marketing is and what tips to implement in order to capitalize on your ROI. By implementing the following best practices, you’ll be well on your way to ensuring a successful email marketing campaign and strategy at large…

Email Marketing & Its Importance

While it’s commonplace to presume the importance of an effectively implemented digital marketing strategy, so too is it important to effectively implement an email marketing strategy. As illustrated in the statistic above, it would be silly not to! 

Simply put, using email as a means of marketing and distribution simply implies using it as a primary communication modality with your existing email list and target audience. The end result of an effectively implemented email marketing strategy is arguably the most efficient and effective strategy for attracting, acquiring, and converting target consumers.

With that said, here are a few important factors to take into consideration… 

First, email marketing allows you to reach audiences in an authentic and customizable way. Next, email continues to be a popular application, used by nearly 50% of the globe’s population.

Lastly, not only is there an abundance of automated email marketing platforms available for your benefit which will discuss shortly, but they all offer ways to create and customize campaigns at a fraction of the cost of most other marketing efforts.

Email Marketing Best Practices

Contrary to what you might think, email marketing is more than typing up an email and clicking send… In fact, email marketing requires time, due diligence, and strategic planning to develop a comprehensive strategy that converts.

So, before clicking send, start by identifying your target audience, establishing your goals & objectives, and devising a strategy… The following are the top email marketing best practices to implement immediately!

Create a captivating subject line

First, it’s your chance to personalize your campaign… The first step of personalization and optimization? The subject line. In short, the subject line can be thought of as the front lines of your operation; it’s what draws them in to click and take action, or on the contrary, ignore or delete immediately. 

Write email copy that’s compelling

Because email primarily comprises the written word, it’s imperative that you prioritize it as such. One of the most effective copywriting strategies? storytelling… In any case, effective copywriting entails personalization, engagement, and of course, calls to action. While this can be automated, it’s important to ensure that you greet all contacts by their first name, taking into consideration their needs, interests, and desires.

Optimizing for mobile

With more than 50% of email users accessing email campaigns via their mobile devices, it’s imperative not to forget about this subset of the population. Failing to do so will ultimately lead to lost leads. With that said, when curating an email campaign, don’t forget to optimize for mobile, taking into consideration mobile templates, text, pixels, buttons, and load times. 

Implement automation

So, you’ve developed a sizeable email list, you’ve curated an effective and comprehensive email marketing strategy, and you’re prepared to launch your first campaign… In other words, the legwork is complete. Now all that’s left to do is automate the process! Luckily, there are several applications and email marketing platforms that help you with the automation process in its entirety…