Email Marketing: Part 1 – Best Practice

Email Marketing is thriving thanks in large part to the channel’s familiarity, flexibility, and universality.  A whole new generation of smartphone and tablet users are also driving anywhere, anytime email usage. Indeed, when you dig into the data, any assertion that email is “dying” with consumers is laughable. Evolving – yes. Dying, absolutely not. If leveraged effectively, email marketing can not only have an impressive return on investment, but also become a very powerful force for marketers.

Listed below are what we believe to be 8 great tips on email marketing best practice.


1. Make it clear what the email is about and stay on topic

If it takes longer than a few seconds to open, read or understand, your customers will be off. A clear subject line and email header can be the difference between a user ignoring, or opening and clicking on your email. Make sure both are clear from the outset.


2. Use personalisation to recognise your recipient

Being ignored isn’t nice. Nor is someone you thought you knew forgetting your name. Use personalisation to reference who you are talking to is a well-established practice and cannot be underestimated – but only if you are confident in the quality of your data.


3. Reference other things that may be of interest

If your main feature is of no interest to them, then all is not lost. Include recommendations of other items of relevance as it might lead to another area of interest that wasn’t the main focus of your email.


4. Make it easy

Making it obvious what the user needs to do is a critical step in email marketing. Use clear call to action in a number of formats to improve the clickthrough rate of your targeting emails and ensure when images are disabled, the user can quickly recognise the action they need to take.


5. Display clear unique selling points (USP) and elements of trust

Just because they looked at your brand, doesn’t mean that you’re preaching to the converted. Include reasons why users should go to you, gain their trust and also add a point of differentiation to your brand, such as testimonials or guarantees can help remove risk for the shopper and promote conversion.


6. Offer other methods to interact

What if your customers have a question or need a bit of help? Think multichannel and don’t be scared to ‘lose’ conversions to another marketing channel. Include alternative calls to action to offer other methods of getting in touch. To monitor the true impact of your email marketing, ensure you have the right processes in place to record any conversions made through calls, emails, or social media interactions triggered by your email marketing.


7. Incorporate social media

Use social media to help spread the word about your brand and allow email subscribers to easily connect with you in other ways. Also include social sharing options that allow recipients to share your newsletter with their own network, this can be done by including links for pre-populated tweets and status updates; you could offer an incentive such as a discount in an attempt to encourage your audience to promote you.


8. View email online

This link is best positioned at the very top of your email and should direct recipients to an online version of your email in case of inbox display issues. Check out some additional creative uses for this part of your email that can help drive conversions.


Keep your eyes peeled for our next article on email marketing – Anatomy of a generic email.

Milton Bayer

Milton Bayer

We are Milton Bayer, an award winning, multi-disciplinary, strategic and creative marketing agency.

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