6 Email Marketing Best Practice Tips
You’re capturing leads, and your email list has grown considerably you’ve got some great nurture campaigns going out to people that sign up for your list.
But if your email isn’t opened, it doesn’t matter what content and links it has in it.
Too often, I see people making correctable mistakes that reduce their email’s effectiveness.
There is an art to an email nurture campaign.
1. Your subject line needs to capture your readers attention.
Don’t call it a Newsletter! Cover one point clearly and concisely. Don’t cover all the points in the newsletter.
2. Simple, straight and to the point is much better than information overload.
In your email focus on no more than 2 to 4 items. You’ll need to test how many items are best for your audience. It’s common to want to give your readers a lot of information so they can choose what they want to read … but resist this inclination.
Less is more, and it allows readers to focus on what’s important to you. If you use too many links and too much information readers won’t know where to click and you’ll reduce the number of clicks your email receives. Your reader’s eyes will glaze over, and they will leave your email rather than be confused by all the information.
3. Use larger, bolder fonts to indicate and separate sections of your newsletter.
People skim over content in a newsletter or a blog post. Give your readers an easy newsletter to skim. Subheadings which are different than the body text should be used if possible.
Get to the point and be brief. For each main point give a couple sentence summary and a link with a clear call to action that takes them to the article on the website.
The title of article tells your reader the “what”. The couple of sentence summary gives them the “why” they should click through on the link.
4. Redundancy can be good.
Email best practice is to give your readers at least 2 ways to access your URL. So you’ll want to repeat then links in the body. You’ll need a button link at the end of your body text. Some people just want the links so make additional links easy to find.
If you have time, test a couple different link configurations and then view the click-through results.
5. Send frequent newsletters.
The trend is to send monthly emails but is that frequent enough? What were you doing at this time 30 days ago? Can’t remember? That’s the point.
Your readers won’t remember an email you send once a month. You have to send with a frequency that is relevant to your audience, so your audience can remember you.
6. Mobile is Critical.
Mobile is not the main viewing device for emails all over the world. How does your email render on a mobile device? Is your email readable on a mobile device? Are your links clickable?
Pinching and scrolling mean higher opt-out rates and lower click through rates. Test your email on a mobile device before you send.