11 Email Marketing Best Practices Every Marketer Should Know

Email marketing may seem insignificant if you have a small subscriber list or are just starting a business.

If you Google search "Email marketing is...", the first suggestion would be "dead."

Well, statistics tell otherwise.

1. 86% of consumers want to hear from businesses that they frequently visit. 
   
   
2. 60% of consumers said that email would be their preferred method of communication. 
   
   
3. 88% of people check email daily.
   
   
4. Email drives an ROI of $36 for every dollar spent, 36 times higher than any other channel!
   

I understand why you could think that email marketing is not working or doesn't contribute much to your business goal. 

One of the few reasons I can think of is because:

• Your email is boring. (e.g. Headline and email content) 
• You bought an email list and broadcast it to these random emails.
• Your email content has nothing to do with your subscribers.
• You don't have enough subscribers to see a real revenue impact yet.
  
• You don't send emails regularly.
• You have no idea what type of email to send.

In this quick guide, I will show you how to improve your email marketing campaign results, each with examples to give you a better visual idea.

1. Use personalization a few times.
2. Segmentize based on campaign source.
3. Optimize font size for mobile view.
4. Set up a "Welcome Email" automation series.
5. Have a few calls to action in your email.
6. Hyperlink with your brand color.
7. Include a small size logo in your email.
8. Write only 1-2 sentences per paragraph.
9. Get them to reply to your email.
10. Use bullet points and emojis to summarize your points.
11. Remove non-open and non-active subscribers.

Address the person's "First Name" a few times in your email.

Add one before the subject headline, in between the email, and one more at the end.

Here's a simplified example version to give you a perspective:

Subject headline:
"First Name," What Specific Challenge Do You Have?

Email Body:
I know times are tough, don't you think so "First Name"?

PS: We're in this together, "First Name." Over the weeks, I will send you a few more tutorials on how to pivot during this challenging time.

Create and segmentize your subscriber list based on how you grow your subscriber. For example, you could have a list for:

• Subscriber list who downloaded your eBook.

• Subscriber list who signed up for the newsletter on your website.

• Subscriber list joined you from Facebook ads campaign

The idea here is to allow you to customize your email content based on how they have interacted with your business, launching a more targeted and personalized email campaign afterward.

Depending on the length of your email, this point is debatable.

Some businesses prefer having one at the bottom; others prefer having a few within an email.

From my experience, having 2-3 calls to action is just nice. 

It allows people to click on the link conveniently while reading your email without having to purposely scrolling to the bottom.

One of the ways to get people to remember your brand is the color.

Let me give you an example.

When you see yellow, what brand comes to your mind?
What about red color? What brand comes to your mind?

Use your brand color inside your email copy, or at least hyperlink with the brand color, to project consistency, showcase your professionalism, and enhance the overall brand recall impression.

Getting your subscribers to reply to your email, especially the welcome email, is not just to increase engagement but also to increase the inbox delivery rate in the future.

Email service providers (ESPs) like Gmail and Outlook use engagement metrics, including open rates, to gauge the relevance and quality of emails.

Therefore, if your subscribers don't open, click, or engage with your emails, they will be deemed "non-relevant" to the user, and it will hurt your inbox delivery rate.

Having bullet points helps guide the reader's eyes. It makes it scannable and improves the reading experience.

Meanwhile, using emojis in emails will help give them an extra personal touch and emphasize your points.

Try using Emojis in your headline, too. The test is out, and you would be surprised by the open rate.

Email marketing professionals are key players in the digital marketing landscape.

Their work not only involves crafting engaging emails and analyzing data but also improving companies' business profit and margin without spending extra advertising costs.

If you have a knack for public relations, creativity, and building relationships with your customers, your career in email marketing could be exciting and satisfying.

What other best practices do you think should be in this list?

Alex is the CEO of media funnel.co, a digital advertising company specializing in Google marketing, SEO, and social media marketing. He has also trained, coached, and consulted CEOs, executives, and business owners on how to improve their online marketing results and performance since 2020, after the pandemic.

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