Email marketing is a tried and true method for engaging customers and attracting sales. It’s cost-effective and easy to use; it’s no wonder that it has remained a top marketing asset for businesses large and small. Yet, like every marketing endeavor, email adapts to changing customer preferences year after year. Now that we are well into 2017, it’s time to address the latest email marketing best practices.
While email marketing is iterative and certainly subjective based on a business’s industry and niche, there are five email marketing best practices that every small business needs to be aware of.
Customize the “from” line
With how advanced personalization has become, it’s about time the people get rid of “do not reply” email senders and replace them with personalized and branded addresses. A real name, such as John Smith, or a Customer Service at Vistaprint Digital, shows the reader an email is from a trusted or valued sender. That’s half the battle to get someone to open your email.
If you are uncomfortable using your personal business address, create one that is linked to all email marketing campaigns. This way, you can monitor responses and reply from that account without giving a direct link to your inbox.
Remember, you have a few seconds to make a good impression and motivate people to open your emails. Take every step necessary to encourage that action instead of sending you to their trash folder.
Use branded, responsive templates
This should come as no surprise, but responsive email design is a must in 2017. People are using their smartphones and tablets more than ever, so having an email template that adapts to different screen sizes is key.
Your email template also needs to be branded. Ensure you are sending a clear message every time by using your brand colors, logos, fonts, and images to convey your brand promise. You may have multiple templates depending on your email needs, but they should all have a consistent feel to them.
Lulu & Georgia has an incredibly recognizable and branded email template. Whenever you view an email from the company, the brand aesthetic pops for the reader. Even when they feature sales (as seen in the third image below), the template is consistent. Even better is that all of their templates are responsive, so you always get the best viewing experience.
images courtesy of Lulu & Georgia
With these two aesthetic pieces in order, your email marketing won’t disappoint.
Think about subject lines and preheader text
Much like the “from” line, your subject line informs whether someone will open your email or not. Punch up your subject line savvy this year as it’s getting easier and easier for people to unsubscribe or trash your emails before opening them.
Think about how you can differentiate your brand against the clutter of people’s inboxes. What is your email offering that they can’t get elsewhere? Include snippets of information that intrigue readers and move them to click “open.”
The same goes for preheader Go to the full article.