Best Practices for Email Marketing

Though there are many newer ways used nowadays for content marketing, email marketing practices remains one of the primary components of customer acquisition programs for organizations across industries. Tracking the different elements of an email marketing program can get cumbersome. Therefore, a list of top tips to devise a successful email marketing campaign can be extremely helpful. Scroll on to read about the most instrumental email marketing best practices in 2022.

1. Send welcome emails: Welcome emails reassure new email recipients that the signup worked and the information they needed is on its way. It is also a great way of connecting to new subscribers. At the start of their onboarding, exciting offers can be conveyed through emails and adding to a significant rise in click-throughs. It is a major part of best practices of email marketing.
2. Getting to know the audience: A thorough understanding of the targeted audience is one of the most vital elements to take stock of before emails are sent out to them. The audience is not only an important demographic group but also the unit from which the business will be coming in. It is important to study elements such as the preferred communication method of the audience, relevant specific vernacular, the difference from the general population etc. Email marketing can help amass critical insights into these questions to allow changes to the broad program. 
3. Quality over the frequency: Once the target audience is defined, it is important to define how often the audience should be contacted through mail. Even though email marketing can be instrumental in increasing sales, it doesn’t imply that sending multiple emails will have positive results, either. Sometimes, an overload of communication can run counter to the sales program as readers may unsubscribe, feeling overwhelmed by the communication. Companies that send one newsletter a week may get the highest click-through rates. Factors such as revenue and subscriber retention should also be taken into account. The audience can be divided into two or more groups to see what frequency of emailing works better for the organization. Generally, starting slow and testing how the audience responds is the best way to zero in on the frequency.
4. Pre-send checklist: Creating a checklist before executing anything is setting the organization up for success. One important step is to test the email before sending it, which can help identify issues, typing errors, broken links and spam elements. The sender’s reputation can get affected if the audience does not resonate with the content of the emails.
5. Engaging content to drive click-throughs: Stepping into the audience’s shoes, organizations should consider what is special or ‘click-worthy’ about the emails they are sending. Offering great products, interesting stories, thought-provoking videos or something that creates a lasting impression should be considered. Sometimes a simply stated call-to-action may be included to reduce clutter and hot bull’s eye with the aim of the email. 
6. Using metrics to track and measure: There are several metrics that can give a clear picture of the success of an email marketing campaign. Open rate, click-through rate, click-to-open rate etc., can be monitored depending upon the purpose of the email. For example, if an extension of an offer or a discount is offered, the click-through rate is the main metric to watch. If the firm wants the organization to read an update on the terms of service, providing a compelling subject line will help to measure the open-rate.
7. Review of landing pages: Designing and writing copy for the email campaigns requires a lot of time and effort. It is also important to consider how the links and buttons on the landing pages redirect and where they take the recipients. The landing page experience should be seamless and achieve the specific purpose of the mail. 
8. Rewarding VIPs: The biggest brand ambassadors of a brand are the VIPs. Subscribers who always open, click and share deserve extra appreciation for their loyalty and engagement. It is good to start with VIPs when a new offer or product is devised. Retention of VIPs can be done only if they feel sufficiently rewarded for giving their commitment to the product or service.
9. Motivate action: Email marketing can be successful only when recipients have clarity in action after receiving an email. They should know what to do next. Buttons or text can be created for CTA (call-to-action). The design, number and placement of CTA are also important. They should be accessible and visible. A countdown timer or such creative elements may be added to the CTA to invite attention. A testimonial is also an efficient and newer method of calling out to the recipients.
10. Engaging subject line: All components of the email are important, but the subject line is generally where the recipients decide whether they will open the email or scroll through or junk it. The subject line should be short and written after the content so that the sender knows what angle to focus on in the subject line. A clear sense of urgency can drive conversions. 
11. Engaging Copy: The mail content should be a conversation, not a brochure. Writing to the audience on a conversational level is the best way to connect with the audience. Each email copy component should also serve a specific purpose directed towards conversion. Edit and measure the performance by testing the email will result in greater conversions. 
12. Including multimedia elements: Eye-catching multimedia elements can make a difference when it comes to creating an engaging email. Including GIFs, images or videos to convey the emotion behind the product or service is a good way of connecting with the audience. 
13. Staying updated with the latest email marketing guides: Even though email marketing is an old form of communication, it does continue to evolve. Best practices emerge, evolve and transform. It is important to keep reading up about the guides and resources currently applicable to email marketing to create stellar online marketing campaigns on different online advertising platforms.