Follow these 60 different Email Marketing tips to improve channel engagement and efficiency
Blue World City works with Email Marketing knows that this is a great way to engage your customers or leads. However, this comes with a price: there is a whole world of rules and hacks to get the best delivery and engagement rates with your email.
1. Flashy subject
The first way to get your Lead’s attention is by using an interesting and creative subject.
Very common topics like “Newsletter #32” do not appeal to the reader as they are too generic and seem more of the same. Therefore, they tend to have a lower open rate than the more innovative ones.
2. Include numbers and percentages in the subject
Numbers and percentages are attractive because they sell themselves as concrete, proven information. They also bring the reader’s logical reasoning with them, which requires more attention.
Examples of such subjects would be:
- Learn how we increased our sales by 30%
- 7 Killer Tips to Improve Your Sales Funnel
3. Keep an eye on the number of characters in the subject
Very long subjects can be cropped in mobile view. Therefore, it is recommended to keep it between 20 and 41 characters.
While on the desktop it is possible to bring up to 80 characters for reading, it is ideal to think of subjects that work for all devices.
4. Use variables
People get so many emails these days that they ignore what they feel is automation, that is, what wasn’t written especially for them.
So, using variables with the Lead’s name and other information you have about the Lead that is relevant in context can turn your one-to-many email into a message that the Lead feels was made especially for him.
5. Check grammar and syntax
Before clicking submits, double-check that your text is grammatically correct and that there are typos.
Tooling your text with proofreaders is a great idea, but also try asking one or two colleagues to read your message and make sure it’s spelled correctly.
6. Have a good balance between text and image
In general, it is recommended that an email campaign be 40% image and 60% text to have a good deliverability rate.
This then means that emails that are composed entirely of images or emails that are all text are not recommended, as they do not bring you the best delivery results.
Most services will, by default, block this image and the shooting efficiency tends to decrease significantly. You can also take other precautions such as:
- Make Email Marketing in HTML format and distribute the content between text and images;
- Use alt tags on images, always placing text that describes the image;
- Also put links on images, (if they are not displayed, they will still be clickable);
- Image Size: Avoid images that are too heavy, they will take time to load.
7. Do not use capital letters unnecessarily
Emails with text written completely in uppercase tend to be blocked by SPAM filters used by email providers.
Thus, use other strategies to draw your Lead’s attention, such as bold, italics or even increasing the font size.
8. Avoid red text
Because they are widely used in sending SPAM, red texts have gained a bad reputation among email providers. Therefore, it is recommended to avoid this color in the texts of your submissions.
9. Typical SPAM words
By using terms that are traditionally used in sending SPAM, you also run the risk of having your message placed in your Leads’ junk box.
Examples of these words are: free, free, click here, discount, etc.
10. Don’t make the email too long
In addition to causing readers to lose interest in mid-message, emails that are too long can have their content cut off by email providers.
That way, the person will lose a good chunk of your message if they don’t click on the show whole message option.
11. Don’t forget the preheader
The preheader is a short summary of the email that appears next to or below the email subject in the recipient’s inbox.
Choosing a suitable preheader is very important because it already indicates to the reader whether or not he will want to open that email, as it shows what the message will be about.
With the “A pen” tool you can test and preview how your preheader would look on multiple devices.
12. Use PS
The PS is the last information the Lead will read from your message.
Therefore, you have the chance to create a sense of urgency in the recipient and that is why it is interesting to put new relevant information and links in this snippet.
13. Use Emojis
Emojis have the ability to humanize your business, increasing the proximity between customer and brand.
Thus, using them conscientiously can be a great engagement tool for your Leads.
14. Use Images
Images are very important in building your email, as they make your message more attractive.
Bet on high-quality images to increase interest in the content you send.
15. Use GIFs
As with images, GIFs further add to the appeal of the email, as their “movement” attracts attention.
In addition, the use of GIFs can make your email more fun, increasing the proximity of contact with your company.
There are several websites that help you quickly compose this type of image or find a ready-made GIF with royalty-free use.
16. Link your images
Because they draw a lot of attention, users may try to click on your image to be redirected to a page that talks about it.
Therefore, it is important not to break this expectation and set up links to the images in your emails.
17. Have ALT in the images
The ALT attribute of images is nothing more than a description of what is appearing in it.
It is very important because, in addition to being used by special email readers for the visually impaired, it is also used by email providers so that they understand better what your email is about.
18. Use countdown
The use of countdown GIFs in email campaigns is increasingly popular as they generate a sense of urgency and encourage users to act now.
A great example of an email that uses a countdown is one for event registration, showing the Lead “There are X days and Y hours until registrations run out”.
19. Use a thumbnail to post videos
As most email providers do not support sending a video in the body of an email, the best way to send a video to your Leads base is to use the thumbnail with a link to the video linked in the image.
Thus, when the person clicks on “play”, they are redirected to the page where their video is hosted.
20. Make a CTA
A call-to-action is essential for your email campaign to make sense, as it will encourage the Lead to take the next action. This can be a purchase, Landing Page conversion, access to promotional material on your website, among others.
To be able to progress with your Lead in the sales funnel, it is very important to have emails with CTAs that are consistent with the time the Lead is going through.
Read more: All about Call to Action
21. Leave your CTA in the first fold
The position in which your CTA appears within your email directly impacts its click-through rates.
Therefore, to maximize clicks, the ideal is that your CTA stays within the first fold of the email, that is, as soon as the Lead opens your email, without him needing to “roll” the mouse.
22. Use buttons
A simple piece of advice that we sometimes ignore: if you want people to click on a link in the email, use buttons on the CTAs. There are studies like the one done by Campaign Monitor, which show an increase of up to 28% in the number of clicks on A/B tests done on emails sent with and without buttons.
Some features that are commonly used in buttons:
- 3D effect
- a contrasting color
- a blank space around it
- an arrow pointing out what action to take
23. Make sure your HTML is responsive
For Email Marketing, the HTML used is different and more detailed than the HTML used to build websites.
This is because email providers (such as gmail, Hotmail, etc) have specific rules for reading emails that do not exist for browsers, ie, they do not impact websites but do impact their email messages.
Thus, when creating an email via HTML, it is very important to test on as many devices, browsers, and emails as possible. Only then can you be sure that your HTML is really responsible for the submission.
24. Test before shipping
It is essential to test-submit your email before actually sending it. It is in this type of submission that most errors are found, as well as possibilities for improving your content.
It is also recommended to send the test to more than one person so that they have more eyes looking for possible errors or changes to be made.
25. Submit discount codes
Promotional coupons are a great strategy to attract new customers or to convert old customers into buybacks.
Also, discounted emails can generate higher open rates than content emails.
Read more: How to create a coupon campaign for your customers
26. Pay attention to colors
The design part of the email is extremely significant in your email metrics. As such, it is very important to think about the message that the colors you have chosen are passing on to those who read your email.
In addition, you also need to think about the color of your CTA button, especially when compared to the rest of your email.
Buttons with colors that contrast with the rest of the email tend to have higher click-through rates, as this is a point that draws more attention from the reader.
So, a tip is to use the color wheel to be able to find the ideal tone for your email.
27. Choose a person as the sender
The sender’s name is the information about your company most demonstrated by email and, in addition, 68% of people say they open emails based on this information.
It is quite common for companies to use emails such as contact@ and no-reply@ instead of a real person email in the sender part of a campaign. However, this practice creates a great feeling of impersonality in the submissions made.
Thus, a very good strategy is to put the name and email of someone in the company. Thus, the recipient of this email creates a greater bond with your business.
In addition, if there is any doubt about your message, he can reply directly to the sender, questioning what he didn’t understand and, thus, starting a personalized conversation with your company.
It is important that the sender name is also optimized for mobile with a maximum of 23 characters, preferably, so that it can be viewed on most mobile devices.
28. Be careful with contact lists
One of the biggest mistakes made by those who are new to the world of Email Marketing is the use of “cold” or purchased lists. In practice, lists that were not reached by Leads subscription requests to receive your email are holed.
This is because you have the possibility of encountering many invalid emails, which are known as hard bounces. When you send messages with a lot of bounces, email providers (such as Gmail, Hotmail, etc) start to see you as a spammer and therefore put your emails in the SPAM box instead of the inbox.
Therefore, avoid lists purchased or provided by third parties. Without it, the risk of your domain’s reputation going bad is too great and the work to get it back.
29. Provide an unsubscribe option
Many people want to hide the unsubscribe option so that Leads cannot leave the mailing list. However, by removing this option, instead of asking for unsubscribing, Leads will mark your message as SPAM.
This marking directly affects your future delivery rate. Therefore, it is much more worthwhile to receive an unsubscribe than to be placed as an SPAM.
30. Think about mobile devices
In Brazil, currently, most internet access is made by mobile devices. Therefore, it is essential that your email works correctly on mobile.
To increase your open and click rates and bring assertiveness to your Email Marketing strategy, it is important that your campaign is prepared to be read on all types of devices. Test your email preview on as many mobile phones as possible.
31. Use plain text
Plain text is an option for those who are in an email application that can not read HTML.
So, instead of simply not being able to see your message, the plain text allows your recipient to be able to read the main message of your email.
Some providers may consider email as Spam if this version does not exist. Therefore, it is highly recommended to include this version in all your emails.
In the functionality of creating an email in RD Station Marketing, this plain text version is automatically generated for your email. But, if you prefer, you can edit the content manually.
32. Don’t use old lists
A lot of people end up using lists of old customers, trying to re-engage them after a long time and sell to them. However, what often happens is that because these emails are old, it is quite possible that they no longer exist. After a few months without access, email providers will disable these accounts, turning these emails into invalid or hard bounces.
In addition, you also run the risk of encountering spam traps, which, in good English, are SPAM traps, which ruin your reputation as well.
33. Use tools to test your content
There are so many rules to ensure good deliverability that a human can often forget one of them.
Therefore, it is very important to use tools that read your email and show you what can be improved. Two of these tools that are free and give great insights are Mail-Tester and GlockApps.
34. Test your reputation
In addition to your content, it is also important to check your reputation.
Tools like MxToolBox allow you to put your domain in to check if it appears on any blacklists.
If so, you can contact her to be able to remove your domain from that list.
35. Be careful when sending to disengaged contacts
When you submit to disengaged Leads, you’re likely to have low open rates.
These fees also affect your reputation, so the ideal is never to send only to the disengaged but to merge the submissions for the engaged and disengaged together.
Thus, the open and click numbers of the engaged diminish a little of the impact that will be caused by the lack of action of the disengaged.
36. Consider a dedicated send IP (for more than 200k sends)
If you have a very high volume of sendings, it is interesting to consider the option of a dedicated IP for sending your emails.
This is because, with its own IP, your company does not run the risk of having other companies influencing the reputation of that IP.
37. Have an IP warm-up strategy
When a new sending IP starts to be used, it still has no history or reputation. Thus, it is recommended to use the strategy of “warming up” the IP until it is ready to send all the volume of emails you want.
For this, it is good to start using this IP by sending fewer emails and increasing the number of emails over time, until the warm-up process is completed.
38. Target your recipients
To do email marketing, segment your shot to gain quality in the shots, increase the accuracy of the message in your target audience and ensure more results, it is necessary to segment.
There are several ways to do this, you need to focus on your user’s behavior and use this information to your advantage. Here are some interesting targeting ideas.
- Personas ;
- Managerial (decision-makers) or technical positions;
- Sales, HR, Marketing, etc. professionals;
- Lead’s business area (Technology, e-commerce, health, etc.);
- Company size;
- Click Origin (send an email from a link the Lead clicked).
39. Build a shipping calendar
By creating an email sending calendar, you can plan ahead of time the emails you want to send to your contacts according to commemorative or important dates for the segment they belong to.
In addition, the calendar reduces the risk of you sending too many emails to your base, since you can organize the frequency with which these people will receive your messages more organized.
40. Do not send SPAM
It may seem obvious, but it is very important to respect what your contacts have shown they are interested in receiving.
Sending content that has nothing to do with the content that he asked to receive is SPAM, since, in its definition, SPAM is the sending of unwanted messages.
41. Take care of shipping frequency
To maintain good engagement, you need to figure out the perfect frequency to send emails.
This frequency cannot be too high because it bothers Leads and increases the chance of unsubscribing and tagging rate as SPAM. However, it can’t be too low either, as this can cause Leads to forget about your business.
Thus, it is necessary to test and verify what is the best amount of shipments you can make to your base according to your business in a given period.
42. Use application forms
A good way to get a base of contacts that are really engaged with your submissions is by offering the option to register on your website or blog.
This registration option can be done by pop-ups, forms or Landing Pages. bot
43. Track your metrics
To have an increasingly engaged audience, it is important to track the results of your emails.
So, you can understand which subjects make your contacts more open your messages, which button combinations make them click more, etc. Some metrics you can start tracking:
- List growth rate: Percentage of new emails out of the list total.
- List Inactivation: Percentage of emails that stop interacting or are invalid.
- Open rate: generally considered when the recipient authorizes the display of images.
- Click-through rate: This shows how many emails were clicked compared to how many were delivered.
- CTR: the result of the division between click and open.
- Campaign effectiveness: suitable for complex sales, comes the effectiveness of a campaign in the process.
44. Write to a single recipient
People like to feel unique and special. Therefore, instead of speaking in the plural, such as “you”, it is recommended to speak in the singular, such as “you” or “you”.
Thus, you create a feeling of closeness with those who receive your contacts, improving your company’s relationship with them.
45. Don’t waste people’s time
When you are sending an email, it is important that it is adding something to the life of the recipient. This can be for content, news, discount coupon, etc. The important thing is to have a clear objective for the recipient and that he can take advantage of what you sent him.
Sending an email just to send, that is, without any value to the recipient, can make your contacts stop opening your messages.
46. Do A/B tests
One of the best ways to check what’s working on your emails is to perform A/B testing.
With them, you can test small options you have in your emails and see which ones are pleasing your audience the most.
47. Take time tests
In addition to testing your content, a good practice is to test the time your email is sent. That’s because different days of the week and times can have different engagement results for different audiences.
Thus, it is recommended to test the time your messages are sent so that you can maximize the engagement you receive in them.
48. Have personality
It is very common to see emails written in a completely dry and impersonal way. However, in most markets, people are looking for people and companies that have more personality.
Therefore, within limits, create creative and more laid-back content, so that those who receive your shipments create more empathy with your company.
49. Create urgency in CTAs
Many CTAs can end up forgotten because recipients decided they were going to do it “later” and end up forgetting.
That’s why it’s important to create a sense of urgency in the message recipient so that he or she takes the action you’re asking for the moment they read your email, rather than procrastinating for later.
50. Do not use attachments
Attaching files to your Email Marketing campaigns tends to be frowned upon by email providers. In practice, they can understand that the content you are sending is malicious, or a virus, and put you in the SPAM box for it.
The best way, then, to send a file via Email Marketing is by hosting the file on your website’s server or using a cloud service such as Google Drive or DropBox. Thus, you can use the link where the file appears in the body of your email.
Different industries have different email metrics. Therefore, it is necessary to use benchmarking tools to confirm that your results are in accordance with what the market you are in expects.
For this, use our Email Marketing Benchmarking tool.
Many of the above tips will need a good Email Marketing tool to put into practice. RD Station Marketing carries several features that help a company to be more successful in marketing campaigns, including emails.
52. More types of emails, more chances of results
Do different types of Email Marketing to reach different moments of purchase, you choose, for example:
- Newsletters: relevant information or news;
- Promotional: advertise offers, but be careful not to overdo it;
- Lead Nutrition: content for every point of the buying journey.
But be careful, be moderate and don’t forget the relevance of sending, otherwise, sending in excess can become SPAM.
53. Create an exclusive club
Making subscribers to your email campaigns feel special is a great way to generate enthusiasm for the content or offers being sent to them, as well as being a powerful community-building tool.
Exclusivity can be subtle or obvious, depending on the situation, as in the case of Apple, which offers advance orders to those who subscribe to their emails, generating sales with the emotion of exclusivity and without making the famous lines of physical stores.
A tip that can be implemented in emails is to use the expression “Early access” in the subject line of the email. This makes the people who will receive the emails feel part of an exclusive club, which they really are.
It can be done by posting some conversion material via a Landing Page or by posting a new blog post the day before to email subscribers.
54. Show that you care
Your email subscribers receive in addition to your messages thousands of other emails in your inbox every day. They are constantly being asked to do a free trial, download an eBook or follow the company on Twitter.
There is no better way to differentiate yourself than showing yourself to be different from the noise that is generated by other companies every day in these people’s inboxes. The best advice for delighting your customers is to demonstrate that you really care about them.
55. Use social proofs
According to the ZMOT (Zero Moment of Truth) survey by Think with Google:
- 54% of consumers purchased using online product comparison;
- 62% of shoppers say they research deals on the Internet before at least half of their shopping trips.
It’s no accident that sites like Yelp or Trip Advisor are constantly growing. Consumers trust what other consumers think and say. Word of mouth and social proof of a product/service are critical to its success.
The same principle can be applied in Email Marketing, in a subtle way. If you have a number you want to share, make sure everyone knows this stat.
56. Be personal
An inbox is an intimate place, mostly used for personal conversation, so your presence in this communication channel is a privilege, and the best thing to do is to really write like a human being. Talking about challenges, obstacles, and even failures can be an interesting point, as readers experience similar situations in their own personal and professional lives.
57. Tell readers what the next step will be
I generated conversions and now? This question is usually asked not only by the company that creates the email marketing campaign but also by the Lead who has converted to some rich content and is waiting for a clear and defined next step.
Imagine that you converted the WhatsApp eBook into Digital Marketing strategies and did not receive any steps indicating what to do after registration. What should I do?
An email talking about the next steps and the availability of the eBook is a great option to continue reading in addition to taking the next steps of your strategy.
58. Offer value to users
Your emails are not sent to everyone without targeting. Personalization is a key part in building an email and sending more content-generating even more value for readers who have shown interest in your company works as a major boost to sales.
With RD Station Marketing it is possible to do Marketing Automation through complementary emails to which the Lead has previously shown interest.
59. Tap into social trends and current events
Taking advantage of seasonal events, commemorative dates or trends to stimulate the relationship with readers is a strategy well used by some companies in their Email Marketing.
Events such as Christmas, New Year, Carnival, Easter, Valentine’s Day, Father’s Day, Mother’s Day, Children’s Day, show how important it is to communicate something to those who follow your company according to commemorative dates. It can be an offer, a discount or even a special action.
60. Gamify a process
There’s a reason people get addicted to video games. Awards are factors that reinforce the behavior of the search for the game, and make users want to repeat it until it becomes a habit.
These game strategies are used by marketers, better known as gamification, and use the psychology of making when performing certain actions users are able to unlock new levels and reach other awards, in order to reinforce a habit.
Using this type of communication in emails is a positive feature to encourage closer relationships with customers.
Far beyond Email Marketing tips
Before even thinking about doing Email Marketing, it is necessary to keep in mind what are your main campaign objectives and how it can effectively enter.
Think about the content, and whether your page is prepared for a Lead generation or conversion.
Also, don’t forget to focus on the mobile format in order to increase the effectiveness of your results. It’s all part of the process for your results to be even better and bigger.