10 Email Marketing Best Practices
As more people embrace email, you need to change the way you engage with your subscribers to keep up with their changing needs. To stay relevant, your email marketing best practices need to adapt to your audience.
To help you we have 10 email marketing best practices for the comming 2017 to make your emails the coolest and most relevant in the inbox. Keep reading to learn how you can win with email marketing in 2017.
Show that you care
Your email subscribers are getting dozens, if not hundreds, of other emails every day. They are constantly being asked to start a free trial, download an e-book or follow someone on Twitter.
Showing your users that you care goes a long way towards earning their trust. Showing your users that you care goes a long way towards earning their trust.
Ask for feedback
As long as you aren’t pushy, it’s okay to ask for feedback. It could also help users get a better product in the future.
Feedly is not begging me to come back, they are simply asking what led to the cancelation. The company has earned a reputation for being trustworthy and innovative, so I was happy to offer candid feedback.
“Only strong people are comfortable talking about their failures.” – Hayes Drumwright, CEO of Trace3 (a $300 million company)
Email is a good opportunity to humanize your brand. The inbox is an intimate place, mostly used for personal conversation. Your presence there is a privilege, so do your best to write like a human. It’s okay to talk about challenges, obstacles, and even failures. Readers can relate since they are likely facing similar situations with their own lives and businesses.
66% of brand marketing emails are opened on mobile devices. Makes sense, right?
To grab your audience’s attention, you need to reach them where they are most reachable, and according to research and observation, that’s on their mobile devices.
Just think about how many times your friends or family missed what you were saying because they were staring at their phone. When they finally look up from their phone screens, their glazed eyes say it all: mobile controls attention.
Use responsive email templates instead of mobile friendly emails. While responsive emails respond to different devices by converting text size and layout, mobile friendly emails appear the same on every device. Since their design doesn’t change for small devices, mobile friendly emails often contain text that is too small to read unless you zoom in.
Looks difficult, don’t worry we are always available to help you to convert your design into psd to email responsive template.
Here’s the simplest email marketing advice you’ll ever receive:
If you want people to click, use buttons.
There are plenty of case studies on the topic. Campaign Monitor, for example, got a 28% increase on click-thrus when they A/B tested emails with and without buttons.
Remind readers what you do
When we asked Belle Beth Cooper for her best email advice, here’s what she told us:
Don’t expect people to remember what you do – it’s your job to remind them, every time. Every email we send about Exist, whether it’s to existing users or people who signed up for our mailing list months ago, includes a link to remind them what Exist is. And that link gets clicks every time.
It’s almost too simple. When we checked out the emails from her budding startup Exist, we found she does exactly that.
This is the simplest advice in this guide and there is nothing to lose by implementing it immediately. Don’t overlook the little things. Don’t expect people to remember what you do – it’s your job to remind them, every time.
Saying thank you is the easiest, simplest way to humanize your emails and evoke emotion in the recipient. Harvard Business Review explains why:
Saying “thank you” – sincerely and with heart – feels good. Not just to the person receiving it, but also to the person offering it. And that’s part of work too. It’s hard to remember, as we process our hundredth email, that behind each message is a person.
If you are grateful for your subscribers, users, and customers, let them know. You don’t have to dedicate an entire email to it (like the examples below) but you can build gratitude into every email you send.
Provide real value!
Sending a cute email saying, “We miss you, please log in” doesn’t work these days. You must motivate your customers to log in and use your service – provide real value: A discount, extended trial, free course or anything your customers would really need.
A badly written emails are as bad as throwing your stuff straight to a face of a complete stranger. You can A/B test subject lines or content all day long, but if your customers have already decided your emails suck then neither A or B is going to change their mind.
Hold yourself to a high standard
Do you watch TV for the commercials?
Email isn’t about selling. Receiving marketing materials is a side effect of our dependence on email.
Despite all you’ve heard about email as a channel, it’s just a platform for communication. It’s a great place to learn about what your leads and customers want and provide helpful cues.
Hold yourself to the highest standard when it comes to sending marketing emails. Focus on identifying pain points in the customer lifecycle and using email as an extension of your product or service. The more helpful you are, the more you’ll be rewarded.
Wearables and Email Marketing
Wearables like the Apple Watch transform the marketing landscape. To best reach your customers, you now need to send emails that are optimized for a tiny screen on someone’s wrist.
By 2017, 9 percent of adults will have smartwatches like the Apple Watch, which means you can’t ignore wearables. Thankfully, there are plenty of tips out there on how to create great emails for smartwatches. We recommend experimenting with plain text emails, optimized subject lines and brief content.
A FEW EXTRA EMAIL TIPS
- Gmail has a 102kb limit on email size—just the HTML, not including images. Emails over 102kb will be “clipped,” cutting off the bottom of the message. The only solution is to simplify the HTML or remove some of the content.
- Some webmail clients (Hotmail, Yahoo! and Outlook.com) will strip the tag from emails. Place background colors not only in the tag, but again in container <div> or <table> cells as well.
- Use the HTML bgcolor attribute with a 6-digit HEX code instead of shorthand or 3-digit HEX colors.
- Remove blue links from emails view in iPhone or iPad with a little bit of embedded CSS.
- Use JPGs or GIFs in email, since early versions of Lotus Notes do not support PNGs.
- Ban blue borders around linked images with a little HTML or CSS.
But we’d love to hear from you! What email marketing best practices do you think will be important? Share your opinions in the comments section below.